Businesses all over the world have been severely tested by the coronavirus pandemic. Many Australian brands pulled digital advertising spend completely in March, widespread uncertainty leading to paralysis.
Our long-term client Tyres & More took a different tack. Having built a strong relationship with headmark over many years, they trusted us to guide them through the lockdown period.
Rather than pull their digital spend, they challenged us to be strategic and continue to drive and convert traffic, in line with our original 2020 target of driving 20K monthly leads, measured by calls.
Our ‘Always On’ Google Search strategy for Tyres & More is geared towards catching users at the point of consideration, i.e. people who are actively researching tyres and mechanical services.
Given that many people were spending even more time on their devices in lockdown, we finely tuned the ad campaign copy to drive consideration of Tyres & More.
Traffic grew. However, we noticed that even with a higher volume of visits in March and April, the volume of leads was lower.
That issue was resolved in May, when the number of conversions generated from users who visited the service in previous weeks increased by 7%.
This shows the change in user behaviour that occurred over the lockdown period. People have been doing more research, over longer periods, considering their options before making a final decision about their purchase.
Website traffic for Tyres & More jumped by 19% between February and May 2020.
In May, monthly calls jumped 14.96%, surpassing our target by generating 20, 798 calls, driving even more business than usual in what has been a difficult period for many brands.
While we observed a lower volume of ad impressions in May, the number of clicks through to the website was higher, showing a stronger level of engagement.
The fact that Tyres & More’s competitors were also less active over lockdown meant it was easier for us to improve on clicks.
Our ‘Always On’ Search strategy paid dividends, capturing and then recapturing users at the point of consideration.
Tyres & More’s results show the importance of a long-term strategy and being thoughtful with digital spend. By keeping the brand in customer’s heads throughout the period, they converted when purchasing confidence began to grow.
headmark is a digital marketing agency based in Sydney that solves evolving business problems using data-driven strategies underpinned by vibrant creative design.
Get in touch today to find out how our expert team can help you find the opportunities in our current climate.