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CASE STUDY: Screwfix's search campaign

Search is a key marketing channel for Screwfix Direct and, with impressive results from the past, is becoming more and more important. For example, in 2006/7, search accounted for 48 per cent of Screwfix Direct's total online budget.

The effectiveness of Google
Within its Internet marketing activities, Screwfix Direct has consistently found Google to be the largest traffic driver, accounting for 70 per cent of the total volume of website visitors received from search. Screwfix Direct is convinced that there are two key drivers to the effectiveness of Google versus other search engines: firstly, the large size and high quality of the Google Network, and secondly, the level of detailed information it gets from Google's interactive campaign management interface. This opens the door to highly valuable measurement, allowing Screwfix Direct to carefully hone its AdWords campaigns and ensure they are always at their most effective. Every day the company carries out an analysis of every ad it runs to see which ones are working and which ones are not.

Knowledge is power
With a wealth of data at their fingertips, the members of the Screwfix Direct marketing team have become masters in the art of developing highly effective campaigns. With a portfolio of more than 25,000 keywords, campaigns are complex and require careful management, which in turn requires excellent knowledge on how each one is performing. The company's head of marketing Simon O'Mahony continues, "The information we get from Google's reporting interface, when used in the right way, gives us a real competitive edge. It gives us an in-depth understanding of how our customers interact with our ads and armed with this knowledge we can create campaigns that deliver maximum sales time after time. When we get it right, this ensures maximum return on investment - and we see the proof in the numbers. The more time and knowledge we invest in analysing our campaigns, and the more tools and features that Google introduces, the higher our ROI on search becomes."