We’re thrilled to announce that DAC Group is the winner of a prestigious Kenshoo Infinity Award for Outstanding Mobile Paid Search Optimization for our work with auto care and tire industry leader Bridgestone Retail Operations (BRSO). The award was presented to Felicia DelVecchio on behalf of the DAC and BSRO team at the K8 Summit in Half Moon Bay, California on February 1st.
With four retail brands and 2,200 stores across the country, one of BSRO’s major challenges is driving local traffic and leads across their entire footprint. DAC created a mobile-first campaign, optimizing and restructuring BSRO’s search campaigns and using Kenshoo Dimension (a labeling system) to accurately and efficiently view and segment performance, create templated reports, and simplify bid management and budget allocation. DAC Group also employed Kenshoo’s Campaign Mirroring tool for new store openings, allowing existing campaigns to easily be duplicated and turned on with the flip of a switch.
The new and improved campaign structure enabled Kenshoo’s Portfolio Optimizer (KPO) to be at its most effective. Since the campaigns were restructured, the results have been exceptional. When comparing 2016 to 2015, spend declined by 14%, tire quotes increased 38%, coupon prints went up 88% and there was a 72% increase in calls. YoY cost-per-click improvements included a 63% decrease in the oil change category, a 38% decrease in the tire category and a 31% decrease on brand terms.
We are incredibly proud of this win – and our client is, too! “In such a competitive market, working with DAC and Kenshoo to optimize our search strategy was a huge win,” said Tom Allen, Director, Digital & CRM at BSRO. “We are proud of this award and the hard work it represents.”