{"id":117185,"date":"2018-06-30T21:28:00","date_gmt":"2018-07-01T02:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dac-drives-a-seamless-integrated-experience-throughout-the-customer-purchase-journey-for-bridgestone-paid-search-from-brand-to-retail\/"},"modified":"2024-12-31T05:55:27","modified_gmt":"2024-12-31T10:55:27","slug":"dac-drives-a-seamless-integrated-experience-throughout-the-customer-purchase-journey-for-bridgestone-paid-search-from-brand-to-retail","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/dac-drives-a-seamless-integrated-experience-throughout-the-customer-purchase-journey-for-bridgestone-paid-search-from-brand-to-retail\/","title":{"rendered":"Case Study: DAC Drives a Seamless, Integrated Experience Throughout the Customer Purchase Journey for Bridgestone Paid Search From Brand to Retail"},"content":{"rendered":"

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.<\/em><\/p>\n

Bridgestone<\/a> and DAC saw an opportunity to improve efficiency and customer experience by aligning all search programs \u2013 from the consumer tire division to local store campaigns<\/a> \u2013 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.<\/p>\n

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<\/a> baselines (SEMPO Global Search Engine Marketing campaign of the year<\/a>, Landy Local Media Campaign of the Year, Landy SEM Campaign of the Year Finalist, and more).<\/p>\n

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\u2019s purchase journey. Both programs had overlap in keyword focus and messaging on the SERP, causing user confusion and overall inefficiency.<\/p>\n

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 \u201cin store focus\u201d 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.<\/p>\n

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.<\/p>\n

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%.<\/p>\n

DAC leveraged Bridgestone\u2019s 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.<\/p>\n

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