Case Study: Appliances Online achieves up to 30x higher paid-search click-through rates and 50% lower PPC costs with Bazaarvoice

Review-Related Paid Search Terms Deliver 30x Better Click-Through Rates

DRL Ltd., the UK’s leading white-goods retailer behind AppliancesOnline.co.uk and Appliance-Reviews.co.uk, faced the challenge of standing out in a crowded ecommerce market despite already highly optimized Google AdWords campaigns. After launching Bazaarvoice Ratings & Reviews and Ask & Answer to aggregate user-generated content, the team looked for ways to leverage that content to better answer shoppers’ key question—“Is this appliance right for me?”—and further improve paid-search performance.

They began bidding on review-related keywords (generic product, SKU, and brand+product) and tailored ad copy to show star ratings, review counts and other UGC, directing clicks to their review site. The result: click-through rates improved between 5× and 30× over traditional PPC terms, cost-per-revenue for review traffic was about 50% lower, and traffic was more qualified—making reviews a core factor in their PPC optimisation.

Appliances Online

Matthew Lawson

Web and SEO Manager, DRL Limited