bridgestone proposed sem strategy
DESCRIPTION
TRANSCRIPT
Lean(er) Search Engine Marketing• Customer (not product centric) Centric
Keyword Targeting• Streamlined Display Advertising• Increased Landing Page Relevance• Lower Costs Per Click• Higher Click Through Rates• Customer Conversion Optimisation
Traffic: Keyword Targeting
tyres online - 1,000tyre repair - 1,000
highway tyres - 1,000motorcycle tyres -
1,000all terrain tyres - 720
mud tyres - 590tyres for sale - 590
tyre deals - 320online tyres - 320
tyres geelong - 390car tyres melbourne -
260
Traffic: Keyword Targeting Plan
1. Significant drop in costs per click2. Significant increase in keyword quality score3. Significant increase in PPC rankings4. Supports the "think-click" process5. Expected increase in click through rates6. New website structure effects in organic Ranking
Traffic: Display Advertising
Customer Experience: Conversions
Remarketing
Unique Selling Proposition