Bridgestone and DAC saw an opportunity to improve efficiency and customer experience by aligning all search programs—from the Brand down to the local store campaigns—under one cohesive and integrated strategy. While 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. We delegated funding across programs, proactively analyzed performance in the face of competitive rising costs on mobile, differentiated the programs based on their goals to align to the customer journey, and leveraged 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, Search Engine Land’s “Landy” Local Media Campaign of the Year, Search Engine Land’s “Landy” SEM Campaign of the Year Finalist, and more).
To start, we structured 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—Retail (Bridgestone Retail Operations, or BSRO) and Brand (Bridgestone America’s Tire Operations, or BATO)—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, we drove significant efficiencies in CPCs, resulting in savings to reinvest in more competitive non-brand categories and channel efforts. Allowing the Retail program to maintain ownership of brand terms and leveraging “in-store focus” messaging—and following in second position with strong Brand and value proposition messaging—the Consumer Tire Division has been successful in dominating the SERP for their brand, driving increased customer count to their 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 into a store (direct response), we 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 increases of 33% in Q1 2018 compared to the prior year, while reducing Cost Per Visit by 40%.
DAC leveraged Bridgestone’s robust data sets to optimize further and maximize ROAS. We leveraged geographic sales data and overlaid it with Google Store Visits data to understand cross-program the greatest opportunity to increase sales based on demand and need. By working strategically to fund key geographic areas, the program was more efficient with dollars while increasing profitability for the Consumer Tire Division.
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 specific, media-optimized landing pages, we created Audience Lists for cross-program remarketing campaigns to drive conversion and connect the customer across the purchase funnel.
We also capitalized on core keyword segments based on Bridgestone’s demographics to drive an even more tailored media landing page experience. In order to promote value and promotions—and to create user ease throughout the purchase 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.
And while smaller in budget than BATO and BSRO, the DAC team also manages Bridgestone Commercial tire programs for both Brand and Retail, and have used similar tactics to drive performance with great success for the Commercial business at the B2B level.
By creating smart alignment across the Bridgestone programs where these previously did not integrate, we showcased strong results across Bridgestone’s paid search programs and drove revenue increases across the Consumer Tire Division.
For the BATO Brand program, we turned a 21% spend increase into 103% more conversions (tire detail views, store locates, catalog searches), a 60% increase in conversion rate, and a 51% reduction in Cost per Lead.
On a 2% lower overall spend for the BSRO Retail program, we achieved 40% more tire quotes, 80% more store locates, and 84% more in-store visits—as well as 19% lower CPC, 30% lower tire quote Cost Per Lead, 40% lower Cost Per Visit, and a remarkable 12:1 ROAS overall.
increase in conversions (BATO)
more in-store visits (BSRO)
return on ad spend