Compiled by E. Mahony – spotlightideas.co.uk – 2010

40 case studies listed here.
To view a case study, click on ‘Source’.

Search / SEO – General

• T-Mobile. Combining the techniques of click-path analysis and time of day targeting. Source: BLM Quantum.
• The Independent. SEO. Source: Latitude.
• Centerparcs.co.uk (holiday company). SEO and PPC. Source: Golley Slater Digital.
• The White Company (multi-channel retailer). Source: AmberGreen.
• Game (games retailer). SEO and PPC (+online PR). Source: BigMouthMedia
• Citidrug. Because search marketing is highly targeted it allowed Citidrug to be extremely specific about the type of audience it brought to its site, ensuring that it would achieve its business objectives. Source: GreenAmber
• My Travel. Ambergreen created a highly targeted, integrated search campaign for natural listings but including pay per click (PPC) (managed by another specialist agency). Source: AmberGreen
• Fitness First (health and fitness clubs). Expanding keyword reach, paid search, rewriting creatives for Fitness First’s ads and landing pages to improve targeting, and introducing Fitness First to Google’s map functionality. Source: Latitude.
• Virgin Holidays. Content-focused approach beating Virgin Holiday’s target For natural search at a critical time. Source: icrossing. 2008
• Ernest Jones (Jewellers). SEO: general including search innovations such as optimised product feeds to gain placements in shopping engines such as Google Product Search. Source: BigMouthMedia
• Sportsshoes.com. Search marketing across Google, MSN Search and Yahoo; worked on price comparison marketing opportunities on Kelkoo, SEO, and other online marketing work. Source: Cheeze DMG.
• Glow-worm (retail). Search Marketing across Google, Yahoo and MSN, bidding strategies for over 2,000 keywords, and digital display campaign. Source: Cheeze DMG.
• Matches (fashion). Paid search and SEO. Source: Steak
• Flowers Direct. SEO. Focusing on Google, Yahoo and MSN for high volume and traffic-driving generic terms such as flowers and flower delivery. Source: Latitude
• More Th>n Business (insurance). Editorially Driven SEO Strategy For More Th>n Business. Source: icrossing. 2008
• Cornhill Direct (insurance). To understand how Cornhill Direct’s customers searched, started off by looking at how they talked. Source: icrossing. 2008
• Brussels Airlines. Focusing on content, search engine accessibility, and link equity (the number of appropriate incoming links). Source: i-crossing.
• Halifax. In-house placement helped overhaul Halifax Bank of Scotland’s natural search strategy. Source: icrossing. 2008
• MBNA (credit card provider) - Focused on longer string keywords; reconstruction of MBNA’s core web properties; implementation of an aggressive in-bound link building campaign. Source: BLM Quantum
• Powwownow (teleconferencing and conference-call services ). Source: Base One
• BeCheeky (retail). To increase traffic and sales/leads from natural search, maximise link building and more. Source: Steak
• Budget Car Rental. Local Search, price comparison and SEO. Source: Cheeze DMG
• Swatch. SEO, paid search (Google, Yahoo!, MSN), and more. Source: Coast Digital
• IFA (provides professional advice). Geo-targetting. Categories set up for every relevant place; creative campaigns tailored by location; core campaign keywords were matched with specific locations. Source: i-level.
• Kids Play Store. SEO, paid search (Google, Yahoo!, MSN), and more. Source: Coast Digital

Paid Search / PPC

• Britania Hotels. Detailed case study. Source: Latitude.
• Joslin Rowe (financial recruitment). PPC and Facebook. Source: Big Mouth Media
• Tesco Persona Finance. PPC campaign was set up on Google, Yahoo & MSN. Source: Latitude
• Slendertone (fitness equipment). PPC, key-word research, use of Google’s trademarking facility to prevent PPC sales leakage, and more. Source: Coast Digital.
• Fast Systems (specialist product seller). Using PPC to maximise volume in niche markets. Source: Guava
• Kiddicare. Icrossing’s award-winning search work for Kiddicare meant even tougher targets for 2008. Source: icrossing.
• Monarch Airlines. iCrossing were chosen to create a paid search strategy that would hit tough sales and cost per passenger targets on the same level of investment committed to their paid search activity the previous year. Source: icrossing.
• Lakeland Leather. Increase website traffic and sales through paid search. Source: Feather Brooksbank.
• GE Money. Detailed PPC campaign. Source: TBG
• Experian (financial services). PPC targeting and tailoring. Source: TBG
• Fly Thomas Cook. Bespoke PPC bid management system. Source: BLM Quantum
• Links of London (jewellers). Ambergreen first developed a PPC campaign that ran only on Google to make best use of the budget available. Within a few weeks the success of the campaign resulted in budgets being increased and its scope extended to run on all the search engines. Source: AmberGreen.
• Bluesky Experiences (event management). PPC / SEO / built website / market research. Source: AmberGreen
• Great Yorkshire Show. PPC / online advertising / offline. Source: Acceleris Marketing
• Argos. PPC portfolio manager. Source: Summit

* For more online marketing case studies (social media / website design / branding, and more) –> top right of website.

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