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How GHD optimized its mobile site using paid search to capitalize on mobile traffic

How GHD optimized its mobile site using paid search to capitalize on mobile traffic

A sneak peek of the complete story:

The Brand: Good Hair Day (GHD) Good Hair Day’s objective behind optimizing the mobile site GHD’s strategy behind executing a dedicated paid search blueprint for mobile The Success: 164% increase in the traffic to the GHD’s mobile site

The Brand: Good Hair Day (GHD)

Good Hair Day, also known as GHD, is a manufacturer of hair care products based in Leeds, UK. The company leads the market for hair straightening irons and is sold in over 50,000 salons worldwide. GHD recognized that an increasing amount of traffic was coming from its site (ghdhair.com) via mobile and the hair care product company wanted to capitalize on it. They collaborated with Greenlight media agency and created a strategy to optimize its mobile sites basis this trend. A paid search strategy was executed that improved its position for product listing & PPC strategy and year on year growth in net revenue.

Good Hair Day’s objective behind optimizing the mobile site

GHD has realized that m-commerce was impacting its business positively since 2011. In fact with 50% the percentage of users accessing their site via mobile is ahead of the industry trend of 31%. The company was able to identify the shift in consumer behavior on mobile and with an aim to improve conversion and increase the mobile site’s performance on search engine ranking pages (SERPs) they set an objective to increase visibility of the website on mobile devices.

GHD’s strategy behind executing a dedicated paid search blueprint for mobile

GHD teamed up with media agency Greenlight that month on month monitored mobile traffic visits to the site including the external mobile trends for optimizing the GHD’ s mobile site. The media agency created a blue print for the paid search resulting into first position for GHD in SERPs for product listing ads and paid ads. They also utilized the Google Shopping as an important part of GHD’s PPC strategy. Greenlight conducted various A/B testing on GHD’s paid search campaigns that ensured the focus on the ads that generated the greatest ROI.

The Success: 164% increase in the traffic to the GHD’s mobile site

The campaign execution helped GHD to get 15% of its total paid search traffic from PLA (product listing ads) that rose to 20% for those accessing on mobile devices, in comparison to just 10% on desktop and tablet search traffic. While the campaign was running the GHD exhibited rise in product listing and traffic up to 65%, exclusively from mobile. The optimization of the mobile site based on the paid search campaign led to an increase of 164% in mobile traffic for GHD and the mobile revenue grew by 74%.
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