ghd, the world leader in ceramic hair stylers and products, has appointed specialist search marketing agency Greenlight to manage its Search Engine Marketing. The PPC account was previously held by MVi Manchester. The brief takes in both natural and paid search, and will include the application of SearchSentry™, Greenlight’s in-house brand defence tool.

Launched in 2001, British owned ghd has developed a worldwide following, with the brand name becoming synonymous with the popular term ‘hair straighteners’. Greenlight has been tasked with making search the main driver of traffic to the ghd website with an ultimate objective of increasing product sales and brand visibility as well as consolidating the brand as a leader in its market space.

Greenlight will deliver Search Engine Optimisation (SEO) and Pay Per Click (PPC) for the brand and will take an integrated approach to the campaign. The agency’s paid search division will apply its in-house technology Quant™ to the account, which uses artificial intelligence and learning algorithms to deliver a highly efficient paid search campaign. SearchSentry™, Greenlight’s new brand defence platform, will also be applied to the account. The service will work to protect the online ghd brand by monitoring competitor and affiliate activity. This offers brand managers a competitive edge that will help them control and defend their brand.

Warren Cowan, CEO, at Greenlight said: “Managing both SEO and PPC for ghd is a really exciting opportunity as it will give us the chance to get deeply involved in the brand’s online strategy. Both the SEO and PPC teams will work together to ensure complete integration across the campaign. We are delighted to be working with such a great retail brand.”

Gary Robinson, head of internet services at ghd, added: “Greenlight’s clear understanding of our business and the challenges it faces really impressed us in the pitch process. We were keen to put all our search marketing under one roof and the range of Greenlight’s in-house technologies offered everything we were after. We are looking forward to getting started.”

Recent Greenlight wins include Mr & Mrs Smith and Co-operative Financial Services.

Published on: 12:00AM on 21st August 2008