Action Cameras

The Client

Action Cameras is the UK’s leading supplier of extreme sports video equipment. Launched in 2006, the company is growing fast and expanding across Europe. Operating a number of different websites, Action Cameras sells a large range of helmet cameras and associated products.

The Brief

Browser Media was approached in Summer 2008 as Action Cameras was looking for professional help with the paid search marketing activity, which was being managed in-house.

The brief was simple – improve the performance of existing campaigns and deliver as much targeted traffic as possible for the budget available. 

The existing campaigns were delivering traffic but were not especially cost effective and needed to be improved if paid search was to be a longer term strategy.

The Strategy

Browser Media conducted a comprehensive review of the in-house PPC campaigns and identified a number of areas where improvements could be made.

In addition to detailed keyword research, Browser Media subsequently overhauled the PPC campaigns in order to improve the targeting of the advertising – a large number of additional campaigns were created to target very particular searches.

Browser Media also helped set up Google Analytics tracking to ensure that there was 100% visibility on all aspects of Action Camera’s marketing initiatives.

The Results

The impact of Browser Media’s refinements to the paid search marketing campaigns was dramatic, with notable improvements when comparing the periods before and after the campaigns were overhauled:

• Click through rate (CTR) increased by over 2000%
• Conversion rate increased by 170%
• Cost per conversion decreased by 38%
• Overall number of sales increased by over 150%

Following the success of the paid search campaigns, Browser Media has subsequently been working with Action Cameras on organic search initiatives and the internationalisation of the campaigns to launch each new territory in Europe.