While IKEA does not yet offer online shopping on its website, it recognized the importance of directing search traffic to its own portal as a means to compete for customer attention.
Drive qualified website traffic in a complex and fragmented market.
Adopt an ongoing paid search strategy. Using Google's SEM advertising product, we aimed to reach people who are actively searching for keywords related to IKEA's business.
The strategy comprised of 3 parts (Brand, Competitors and Generic), with each part involving its own group of keywords. The campaign was optimized daily in order to minimize the cost-per-click while ensuring only the most relevant users clicked on the ad.
We achieved steady and qualified web traffic. We went beyond navigational search to attract users who were searching for generic keywords related to IKEA's products in addition to keywords directly related to our competition.
The average bounce rate was brought from 'high' to 'low-medium' within one month.
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ABOUT DBS DIGITAL
DOTSBACKSPACE works with leading brands across the GCC and MENA regions to build memorable connections with their audiences.
Fahed El Salem Street
Kuwait City, Kuwait.