Case Study: AO.com achieves up to 30x higher click-through rates and 50% lower PPC costs with Bazaarvoice Ratings & Reviews

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

DRL Limited, owner of AO.com and operator of multiple UK appliance sites, wanted to make its long-running Google AdWords campaigns stand out in a crowded retail market and better answer shoppers’ core question—“Is this appliance right for me?” Despite highly optimized PPC efforts, the team needed a way to differentiate AO.com from competitors and improve ad relevance and efficiency.

They integrated Bazaarvoice Ratings & Reviews and Ask & Answer, then bid on review-related keywords and used dynamic ad copy that displayed star ratings and review counts (where available) and drove traffic to review pages. The change produced 5×–30× higher click-through rates versus traditional PPC for targeted keywords and cut paid-search cost percentage in half, delivering more qualified traffic and lower acquisition costs.

AO.com

Matthew Lawson

Web and SEO Manager, DRL Limited