ghd

Helping ghd achieve double digit year-on-year growth in net revenue through a stellar mobile strategy

The Objectives

ghd recognised a shift in consumer behaviour on mobile, so challenged us to increase visibility for ghdhair.com on mobile. The goal was to improve conversion and increase market share of search real estate on ghd's mobile site.

The Strategy

  • Month-on-month mobile traffic visits were monitored and we also looked at external mobile trends to aid ghd with implementing its mobile site
  • We devised a paid search strategy that allowed ghd to appear in first position for product listing ads and paid ads
  • We utilised a key part of ghd’s PPC strategy, thanks to the high visibility of PLAs on mobile
  • We also conducted A/B testing on ghd's paid search campaigns - allowing it to focus its investment on ads that would generate the greatest ROI

The Results

  • 86% uplift in reach across target keywords – core keywords ranked in the top three positions on Google
  • Search traffic increased by 3,157% in just three months
  • SEO optimisation lead to an 86% uplift in reach across target keywords
  • Search volume increased by 64,717 thanks to SEO improvements
  • The Shortlist social competition attracted more than 8000 competition entries.
  • Core keywords ranked in the top three positions on Google, while other target keywords achieved an average ranking at position three