How I Drove -45% Cost/Store Visit for a National Auto Care Brand
Situation
This major auto care brand had four search accounts across there retail and e-commerce businesses driving traffic to three websites. With over 500 locations nationwide and an enterprise ecom site to support, each account had various campaigns with differing goals and geotargets that required nuanced segmentation and strategy. The client struggled to drive efficiencies at scale across these accounts because of overly broad targeting and inter-brand cannibalization.
Solution
Conducted a thorough audit of accounts to develop a strategy that minimized competitive overlap
Restructured conversion goals and bid strategies to optimize toward direct business KPIs
Refreshed ad copy and keyword targets to strengthen search intent and boost conversion rate
Established a geotargeting strategy and testing cadence to find an ideal targeting approach around retail locations