Halfords Autocentre Paid Search Strategy

Halfords Autocentre wanted to boost the volume of revenue from non-brand paid search activity despite budgets staying the same year on year.

Increasing online revenue for Halfords Autocentre while maintaining CPC and ad spend

A long-standing paid search client with ClickThrough, Halfords Autocentre operates more than 300 autocentres across the UK, providing MOTs, car services, brakes, repairs and tyres.

Working closely with the Halfords Autocentre marketing team, the paid search experts at ClickThrough tailored the account to drive traffic and increase revenue while maintaining budget.

"ClickThrough in the last year have managed to ensure our budget is being spent in the best possible way and the year on year results have been fantastic. We have seen strong growth in our key products and overall PPC has seen a rise in volume. The tools and expertise of ClickThrough have clearly worked wonders – as our paid search agency they are a pleasure to work with."

Andrea Pullen
Halfords Autocentre Digital Manager

The Challenge

In 2015, Halfords Autocentre wanted to boost the volume of revenue from non-brand paid search activity despite budgets staying the same year on year. With this in mind, the ClickThrough team set their own objectives to improve the efficiency of the PPC account to make the most of the budget available while also ensuring that the volume of sales was not impacted too much.

The Strategy

The PPC team knew that they needed to ensure the account was in the best place in order to achieve these objectives.

Firstly, we looked at expanding the amount of long tail, exact match keywords in the account as we know that these keywords are much cheaper than phrase match generic terms. We used the large amounts of search query data in AdWords to do this on a mass scale.

Creative testing was used to find out what ad copy worked best. The aim was to improve the CTR despite potentially lower ad positions.