The talented team behind DAC’s work with Bridgestone Retail Operations (BSRO) took home some hardware at last night’s Landy Awards, presented by Search Engine Land. When deciding on the winner for Best Local SEM Initiative, Landy Award judges looked at over 300 submissions from leading digital agencies, in-house marketing teams and individuals around the world.
“It is an incredible honour for DAC and a representation of the hard work, passion and heart that the team puts into this account every day,” says Felicia DelVecchio, Associate Director, Search. “The Bridgestone account is a complex and innovative account, and it is very exciting to be a part of it. We have a wonderful partnership in Bridgestone and we are thankful for their continuous support.”
Bridgestone Retail Operations (BSRO) has been a leader in the auto care and tire industry for generations. With four retail brands and 2,200 stores across the United States, one of BSRO’s major challenges is driving local traffic and leads across its entire footprint. DAC restructured the search campaigns by creating a mobile-first strategy, with a balanced focus between national and local targeting to drive customers in-store. Tactics included custom bid strategies and a heavy focus on geo-modified messaging and targets, including an emphasis on “near me” query support. This enabled DAC to achieve 88% growth in BSRO leads and a tremendous impact to the business through Google’s store visits beta.
Michelle Robbins, SVP of Content and Editor-in-Chief of Search Engine Land, along with editorial staff and contributors were the primary judges for the campaign focused categories, while industry luminaries and independent partners served as guest judges for the individual, agency and in-house team awards categories.
Winners were announced during an evening awards ceremony and celebratory gala on October 25, 2017 in New York City. The gala took place during the week of Search Engine Land’s annual SMX Conference, where the search industry gathers for continuing education on best practices in SEO and paid search advertising.