Case Study: Halfords Autocentre boosts non-brand PPC revenue with ClickThrough Marketing

Halfords Autocentre increases non-brand PPC revenue 3% with ClickThrough Marketing

Halfords Autocentre, a UK-based operator of over 300 autocentres, wanted to increase revenue from its non-brand paid search activity while maintaining its existing annual budget. The challenge was presented to their vendor, ClickThrough Marketing, to improve the efficiency of their PPC account without negatively impacting sales volume.

ClickThrough Marketing implemented a strategy that included expanding long-tail exact match keywords, creative ad copy testing, and optimizing for mobile traffic. A crucial element was deploying Kenshoo Portfolio Optimisation, their sophisticated automated bidding system, to maximize conversions. As a result, Halfords Autocentre achieved a 3% increase in revenue while using 20% less budget for non-brand PPC. ClickThrough's solution also drove an 11% increase in non-brand traffic and lowered the cost per click by nearly 30%.

Halfords Autocentre