Portugal has an old citizen ID card that is being switched out and phased out by a newer Citizen Card. Their new Citizen Card allows secured personal data authentication. In Portugal, Staples is one of the major brands who distributes this new ID card.
In research for this case study, they came across the fact that online searches such as “citizen card reader” are rapidly increasing. With the thought to take some efforts online and see what return could come of it, Staples invested in Google Adwords. Before the Adwords investment, monthly visits for “Citizen Card Reader” were 83 per month, and after the Adwords ran visits increased to 660 per month!! This is a 700% increase in visitors!!