Bridgestone Proposed SEM Strategy

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