Screwfix's search campaign

Search is a key marketing channel for Screwfix Direct and, with impressive results from the past, is becoming more and more important. For example, in 2006/7, search accounted for 48 per cent of Screwfix Direct's total online budget.

The effectiveness of Google
Within its Internet marketing activities, Screwfix Direct has consistently found Google to be the largest traffic driver, accounting for 70 per cent of the total volume of website visitors received from search. Screwfix Direct is convinced that there are two key drivers to the effectiveness of Google versus other search engines: firstly, the large size and high quality of the Google Network, and secondly, the level of detailed information it gets from Google's interactive campaign management interface. This opens the door to highly valuable measurement, allowing Screwfix Direct to carefully hone its AdWords campaigns and ensure they are always at their most effective. Every day the company carries out an analysis of every ad it runs to see which ones are working and which ones are not.