Search & Advertising

Case studies

Supporting Arsenal's commercial goals

Search & Advertising Case Studies

The award-winning is one of sport’s most popular websites, visited by over five million people every month.

Reading Room were commissioned to develop a digital advertising strategy that encouraged fans to purchase directly from the club, in line with its commercial aspirations.

As part of our campaign, seasonal trends were accounted for while full competitor analysis was undertaken to ensure the club remained ahead of its commercial rivals. Our strategy quickly delivered against each initial objective and led to the football club becoming the go-to choice for Arsenal fans seeking team merchandise.


ad impressions within three months


increase in ROI


uplift in retained revenue


month-on-month decrease in CPA


rise in transactions


month-on-month conversion rate growth

Revolutionising Footasylum's search presence

When we were appointed by Footasylum to handle its search marketing strategy, the high street sports retailer faced major challenges with its search marketing.

The tactics of its previous agency had incurred two Google penalisations, whilst its digital advertising accounts were losing money on ‘non-brand’ terms.

To improve search rankings we audited the site and removed duplicate content, we then worked with their web agency to fix several technical issues, before we launched a full-scale SEO campaign. We also totally overhauled its digital advertising campaigns by removing poor keywords, and improving ad targeting and tracking. The final step saw us introduce Google Shopping as a channel.


growth in organic traffic


revenue increase from SEO


increase in non-brand ROI from PPC

Growing Unite the Union memberships

We've worked with Unite the Union for more than five years, supporting the organisation with its digital presence and marketing campaigns.

We were commissioned to deliver a paid search membership campaign focused on increasing the number of individuals joining the Union. To ensure that the correct audiences were targeted, we focused on capturing users searching for trade union-related keywords and encourage them to visit highly relevant areas of the site.


increase in conversions (new memberships)


reduction in PPC cost-per-conversion


decrease in average cost-per-click

Increasing downloads for Eyewitness App

Launched to help tackle anti-social behaviour and street crime, Eyewitness affords users the ability to record an unfolding situation in a manner that allows for this evidence to be used in court.

We were approached to help support the launch of the new app, working closely with the Eyewitness team to define key objectives for the campaign. Using paid search, we were able to target audiences using specific search terms in order to encourage download of the application. Our innovative approach resulted in over 1,500 downloads in under three months, at half the target install cost. The spend saved through our forward-thinking techniques was then invested in building further brand awareness.

Boosting bookings for Club La Santa

Keen to build on its reputation as one of the most popular sports and active holiday resorts in Europe, Club la Santa commissioned us to deliver a far-reaching digital advertising campaign.

Working closely with the resort team, we defined an appropriate budget split in order to drive bookings and continue building brand awareness. Using PPC, remarketing, programmatic, video and social media advertising, we tightly-targeted key audiences though demographic and interest profiling. This full digital advertising mix maximised success in an extremely efficient manner, resulting in the resort being fully booked throughout the spring / summer ’16 season.


banner ad views via the Google Display Network


targeted ad and video impressions


increase in channel views


video views on YouTube


clicks to the website from Google Display Network activity


increase in impressions

Creating a complete search strategy for John Norris

How can a well-established brand that predominantly operates as a mail order business also become a leader online?

This was the challenge faced by John Norris when it appointed us to overhaul its digital strategy and manage its organic search campaigns

For the organic search campaigns we firstly audited the retailer’s existing campaign and identified several missed opportunities. We then undertook a range of both on- and off-site activity, which includes regularly producing new content in order to reach new customers and showcase seasonal products and offers. A focused link building strategy has also helped ensure that rankings and sales continue to improve.


growth in organic traffic


increase in transactions


increase in ROI