A Growth Engine for Europe

For Ronan O’Brien, serial entrepreneur and CEO of e-commerce specialists Zatori Results Ltd, Google AdWords offers the best possible way to acquire customers. It also enables Ronan to test out e-commerce ideas to see if they have a good chance of succeeding before making a major commitment. Zatori’s good ideas include a highly successful party wear website. Here, the company uses Google tools to test how successful a potential new product line will be. First, using the AdWords Keyword Planner alongside Google Analytics, Zatori carries out a “microtest” to see what the level of volume will be. Next, the company tests a small segment of the product line and runs AdWords to discover if people are likely to buy it. Once Zatori knows the conversion rate, it can quickly assess the market. As Ronan says, “AdWords delivers a direct, measurable result and that’s why I love it.” This strategic approach to using AdWords guarantees that Zatori makes a profit on every €100 it spends. It’s also helped Zatori extend far beyond its beginnings as just another party wear site.