Case Study: DAC Drives a Seamless, Integrated Experience Throughout the Customer Purchase Journey for Bridgestone Paid Search From Brand to Retail

Case Study: DAC Drives a Seamless, Integrated Experience Throughout the Customer Purchase Journey for Bridgestone Paid Search From Brand to Retail
Saturday, June 30, 2018
admin
SEM

DAC drives significant individual program gains of over 103% in conversions and 84% more store visits. The alignment of the programs have driven over $1M dollars in cost efficiencies, with net gains in traffic and engagement by 24% and 10% respectively.

Bridgestone and DAC saw an opportunity to improve efficiency and customer experience by aligning all search programs – from the consumer tire division to local store campaigns – under one cohesive and integrated strategy. While the Bridgestone programs are managed by different departments within Bridgestone with different goals, DAC identified the opportunity to grow the programs to touch the same searcher with aligned messaging across the purchase journey.

DAC rose to meet Bridgestone’s business challenges: delegating funding cross-programs, proactively analyzing performance in the face of competitive rising costs on mobile, differentiating the programs based on their goals to align to the customer journey, and leveraging sales data and Google store visits data for weighted value across the programs. The program set new records in all KPIs, on top of previous award-winning baselines (SEMPO Global SEM campaign of the year, Landy Local Media Campaign of the Year, Landy SEM Campaign of the Year Finalist, and more).

DAC identified a significant opportunity to begin the collaborative enterprise focus by structuring the accounts to prioritize keyword segments based on searcher intent, with the goal of driving efficiency and conversion while keeping in mind the user’s purchase journey. Both programs had overlap in keyword focus and messaging on the SERP, causing user confusion and overall inefficiency.

By coordinating bids on Branded keywords and designating SERP position ownership by brand and business, DAC drove significant efficiencies in CPCs, resulting in savings to re-invest in more competitive non-brand categories and channel efforts. Allowing the Retail program to maintain ownership of Brand terms and leveraging an “in store focus” messaging, and following in second position with strong Brand and value proposition messaging, the Enterprise has been successful in dominating the SERP for their Brand, driving increased customer count to theirs stores and sales.

Next, we aligned on the KPIs that were important to each program and how they worked together. By designating the Brand program as the hub for customer Tire Research (Awareness), and the Retail program as the driver of those researchers down the purchase funnel (Direct Response) into a store, DAC focused optimizations to influence performance against key metrics. This included coordinating ad copy messaging and removing the Brand program from geo centric searches to allow for Retail to capture in store intent, and working with additional partners to guide recommendations for landing page experiences for each audience, in turn, improving cost efficiency.

Another area of focus across the programs was boosting presence within Mobile, most notably within the Retail program to improve in store conversion, and coordinating overlapping keyword bids with the Brand program to lock out the competition in a very aggressive market. This led to in-store conversion rate has increases of 33% in Q1 2018 vs the prior year, while reducing Cost Per Visit by 40%.

DAC leveraged Bridgestone’s robust data sets to optimize further to maximize ROAS. DAC leveraged geographic sales data and overlaid this with Google Store Visits data to understand cross-program the greatest opportunity to increase sales based on demand and need. By strategically working to fund key geographic areas, the program was more efficient with dollars while increasing profitability for the enterprise.

Lastly, the DAC team worked with Google, Adobe and Bridgestone to transition to the Adobe Search Platform and leverage AEM media landing pages optimized against KPIs for every audience segment. Alongside media optimized specific landing pages, DAC created Audience Lists for cross-program remarketing campaigns to drive conversion and connect the customer across the purchase funnel. DAC capitalized on core keyword segments based on Bridgestone’s demographics to drive an even more tailored media landing page experience. These audiences and KPI goals are leveraged within Adobe Portfolio optimizer based on intent, for needs including voice search queries, reviews, specific tire sizes, and service lines – to promote value and promotions, to create user ease throughout the purchase experience.

While smaller in budget than BATO and BSRO, the DAC team also manages Bridgestone Commercial tire programs for both Brand and Retail, and have leveraged these similar tactics to drive performance with great success for the Commercial Tire Business at the B2B Level.

By creating smart alignment across the Bridgestone programs where these previously did not integrate, DAC showcased strong results across Bridgestone’s paid search programs and drove revenue increases across the enterprise. The team prides itself on strong collaboration and management across the programs, both internally at DAC and across other agency partners and most importantly, the client. DAC has focused on being thought leaders and innovators as it relates to the Bridgestone business and continually identifies areas of improvement, while cutting costs and ensuring the business is stronger for it.

Results:BSRO Retail Program: Q1 YoY Results

  • On 2% less spend, 
DAC Drove 40% More Tire Quotes 80% More Store Locates
 and 84% More In-Store Visits
  • On a 19% Lower CPC, 
30% Lower Tire Quote Cost Per Lead, 46% Lower Store Locate, 
40% Lower Cost Per Visit and 
12:1 ROAS

BATO Brand Program: Q1 YoY Results

On 21% More Spend
DAC Drove 103% More Conversions (Tire Detail Views, Store Locates, Catalog Searches) At A 60% Increase in Conversion Rate
Resulting in a Decrease in Cost per Lead by 51%