The Problem
Yokohama is a leading, internationally successful tyre brand. They wanted to ensure that their website was appearing as the top result on relevant brand and industry searches to increase brand awareness — reinforcing their global reputation.
We knew that a brand awareness campaign would help to deliver new, quality audiences directly to Yokohama themselves. We wanted to drive home the message that Yokohama tyres are among the best on the market, as well as “push” the fact that they are available at respected dealers all across Australia.
The Idea
To increase Yokohama’s brand awareness and secure their place as the top result for brand and industry-related searches, we built out a comprehensive search strategy to direct people through to the Yokohama site. Utilising our close relationship with Google, and with the help of our dedicated account manager as part of the Google Premier Partnership, we have been able to actively optimise and evolve with the times over the last four years — all in order to keep delivering strong best-in-class results. Our key KPI was website sessions (increase) as well as driving traffic to the key dealers’ respective websites.
Our approach was digitally focused and involved running an always-on search campaign. This way, Yokohama was (and continues to be) consistently within consumer consideration for relevant searches. Additionally, this was supported with upper funnel activities, including leveraging the potential of YouTube and Google Display Network campaigns. In 2019, we have also begun venturing into Smart Display campaigns to further enhance product awareness around the Geolandar range (yielding even greater results!).
As trusted advisers to the team at Yokohama, our guidance is valued. And as per our guidance, Yokohama’s website was updated towards the end of 2018 to ensure it was well and truly mobile-friendly. Google’s own algorithm, of course, placing a heavy emphasis on any given site’s mobile functionality and crawlability. This involved refreshing everything from visual creatives and copy, right through to the buttons. This obviously boosted the site quality score, which in turn, improved the search results ranking.
The Result
Comparing Q4 2018 with Q1 2019, we were able to achieve our KPIs and increase web sessions by 18%.
In terms of total relevant keyword searches over the same period of time, Yokohama’s impression share increased considerably by 10%.
Finally, over the same six-month period, it was found that Yokohama appeared as the top-of-page search result nearly 75% of the time.
To this day, we continue to achieve our digital KPIs for Yokohama. headmark.’s guarantee is to move the mark and drive further success time after time.
Looking to strengthen your brand’s always-on search strategy? Want to drive your business’ brand awareness and get results you can see? Get in touch with headmark. today for a free search consultation!
