Paid search case study: How Dixons Carphone drove uplift in reach by 135% in just nine months

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Dixons Carphone, the company that owns Currys and PC World, dominates the UK market for White Goods, computing and consumer electronics. This case study looks at how the firm worked with Greenlight to optimise paid search campaigns, improving increase in reach by 135%.

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Case study summary

• Dixons Carphone focused their campaign on DSLR cameras after research pinpointed the top 100 search terms for cameras in the UK

• Technical improvements were made to the Currys website to improve search rankings and visibility

• The sales of DSLR cameras on the Currys website increased by 36%

The challenge

Dixons Carphone is the Europe’s largest specialist electrical retailing and services company, and thus wanted to cement its dominant position in the online retail market for cameras. Exiting competitors had left a gap in the sector and Dixons wanted to capitalise on this and take hold of the market.

The solution

Dixons Carphone enlisted the expertise of Greenlight to develop a paid search strategy. The strategy incorporated extensive keyword research using OneHydra and was able to pinpoint the top 100 search terms for cameras among UK consumers and concluded that a campaign focusing on DSLR cameras would provide the optimum potential to accelerate online visibility for currys.co.uk’s camera products.

As well as this, the strategy included a creative outreach campaign, featuring a photography challenge publicised on social media, targeting fans and industry bloggers. The campaign was instrumental in raising the profile of Curry’s Tech Talk blog and worked in tandem garnering organic links for DSLR camera ranges sold on the Currys website.

Onsite technical improvements were also made after Greenlight conducted a technical audit. The results of the audit showed that there was a need to fix on page technical issues that were impacting on search rankings and visibility.

The results

Within nine months, the Currys website saw a 135% increase in reach, from 13% in June 2013 to 30% in April 2014. As reach increased the sales of DSLR cameras increased by 36% and from Q4 2012 to Q4 2013 there was 41% uplift in revenue.

20 keywords moved up to page one on SERPs with “DSLR” and “DSLR Camera” now at positions 2 and 3. Results of the outreach campaign saw 300 Facebook entries into the competition, and overall for every £1 spent, Currys.co.uk garnered a £480 return.

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