Case Study: Tesco Electricals achieves 63.6% increase in search advertising conversions with Kenshoo

The Tesco Electricals Team Achieves a 63% Increase in Search Advertising Conversions during a Challenging Holiday Season

Tesco Direct, the online catalogue for Tesco, faced a tough 2011 holiday season: with industry-wide budget cuts and fierce competition for keywords, the Tesco Electricals team needed to drive incremental sales while using advertising spend more efficiently.

By using the Kenshoo Suite the team built highly targeted, product-level campaigns, integrated inventory with Kenshoo RealTime Campaigns to dynamically update ads, deployed voucher-driven promotions via Kenshoo Editor, and scheduled complex actions to hit peak selling windows. The result was a 63.6% increase in search-ad conversions (Nov–Dec 2011 vs 2010), with revenue up 33.8%, clicks up 92%, impressions up 84.8%, CTR +3.9%, and significant time savings that freed the team to focus on strategy.

Tesco Electricals

Tom Daniell

Senior Marketing Manager