Screwfix is the UK's leading multi-channel supplier of thousands of high quality
screws, fixings, hand tools, power tools, plumbing and electrical supplies.
Case Study | Google AdWords
Screwfix improve conversion rates and return on ad spend with Product Listing Ads Screwfix is the UK’s leading multi-channel supplier of thousands of high quality screws, fixings, hand tools, power tools, plumbing and electrical supplies. Based in Yeovil in Somerset, the company is part of Kingfisher plc. Screwfix launched it’s website in 1999 and has been working with Google for the past 9 years.
“Product Listing Ads are a valuable addition to our AdWords activity, generating incremental sales at efficient ROIs. We will continue to develop our use of this functionality as we grow sales throughout 2012.” — John Meaden, Senior Web Recruitment and Retention Manager
Marketing strategy John Meaden, Senior Web Recruitment and Retention Manager, says they have a broad marketing strategy. “It includes targeted email, affiliate marketing and highly developed banner advertising alongside paid search, and are always keen to test new opportunities and grow our strategy. AdWords is fundamental to our online strategy, as it allows us to directly target our market audience, generate sales and reach new customers.” Recently Screwfix has started using Product Listing Ads. These are search ads that include richer product information – including product image, price and company name – without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in the Screwfix account, Google may automatically show the most relevant products along with the associated image, price and product name.
About Google AdWords
Google AdWords™ is a performancebased advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads priced on a cost-per-click (CPC) and cost-per-impression (CPM) basis. Built on an auction-based system, AdWords is a highly quantifiable and cost-effective way to reach potential customers. For more information visit: www.google.co.uk/adwords
Results John Meaden says they’ve seen some great results from Product Listing Ads: “They allow us to better interact with our customers and showcase relevant products on the first page of Google. As the ads are visual it gives us the opportunity to show Google users we stock the exact product they are searching for.” And Richard Brooks at Kinase (Screwfix’s search agency) agrees: “Product Listing Ads are an important component of our search strategy with Screwfix, providing increased coverage and healthy return on investment.” • Conversion rates for Product Listing Ads are 49% higher than comparable text ads. • Return on ad spend is 55% higher than those achieved in by comparable text ads. • CPA is 39% lower than comparable text ads. © 2012 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 6720631_1207
