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ghd appoints Greenlight to search account

by Sarah Johnson, Marketing Direct 21-Aug-08, 08:00

LONDON - ghd, the hair styling products manufacturer, has appointed search marketing agency Greenlight to manage all of its search marketing.

The Pay Per Click (PPC) account was previously held by MVi Manchester. The brief takes in both natural and paid search, and will include the application of Greenlight’s in-house search tool, SearchSentry. It will also deliver Search Engine Optimisation (SEO).

British owned ghd was launched in 2001. It is now a global brand, synonymous with the popular search term ‘hair straighteners’. The brief is to increase traffic to the ghd website with the long-term objective of increasing product sales and brand visibility.

Greenlight’s paid search division will apply its in-house technology, Quant, to the account. This uses artificial intelligence and learning algorithms to keep search campaigns working efficiently.

Gary Robinson, head of internet services at ghd, said: “We were keen to put all our search marketing under one roof and the range of Greenlight’s in-house technologies offered us everything we were after.”

Hannah Kimuyu, PPC Director at Greenlight, said: “At the moment, if you type ghd into Google a lot of counterfeit sites come up on the first page, we will flush these sites out. We will also be looking to increase the brands visibility in the run up to Christmas.”