Tyres & More is a successful national franchise chain, known for being exclusive distributors of Yokohama tyres. They also offer an array of everyday tyres and other vehicle-related services to the typical Australian consumer. They have historically relied largely on traditional mass media advertising; for example, on TV and radio.
The problem for Tyres & More was how to best reach the right people, at the right time: those actively searching for a tyre or service provider. Tyres are an occasional purchase—in fact, they’re often something that we buy grudgingly, out of necessity rather than desire. When people need tyres, they tend to need them immediately, and they aren’t always going to remember a radio or TV advert that they heard six months ago.
The Tyres & More audience is specifically people who are actively looking for tyres at a particular given moment. This client brings the added complexity of making sure we are equally targeting and reaching the relevant audience around their nearly 60 locations across Australia. Our goals were to increase brand awareness, credibility and growth within these regions.
Google Search is an integral part of the customer experience, and a powerful research tool when searching for a product or service. This is no different for tyres, and customers want to find the store closest to them that can best meet their needs. Often, they don’t already have somewhere in mind, and so we knew that it was imperative to build a strong search campaign to drive as many prospective customers through to Tyres & More as possible. Our main KPI was calls to the business, which was measured on a store level through Delacon, a call tracking service.
As Tyres & More has been a headmark client for around five years, we’ve been able to experiment extensively and bring more budget to digital, as this is where we have delivered more effective results. We have continued to shift spend from traditional to digital, as digital offers the most cost effective opportunity to best reach users in market, actively searching for tyres and/or servicing. When people are searching for relevant queries, visibility is key. You can serve local, relevant adverts to people who need exactly what you’re offering through geotargeting.
It’s important to this client that we can tell them results on a store level, which is why we prioritised the importance of localised, relevant content for optimal user experience. We created landing pages for each individual location, which had not been done before. We then worked closely with Google to best deliver results and include localised information through Google My Business extensions, which gives users plenty of insight into their local stores. As a Google Premier Partner, we were also able to consult with them regarding how to best manage and optimise this search account.
Through our close relationship with Delacon and utilising their call tracking service, we could identify store-level results and optimise for more calls across the business. These calls come from prospective tyre purchasers, or those requiring other car services where relevant.
Tyres & More saw a 72% increase in calls from 2017 to 2019, as a result of our comprehensive search strategy.
Over the past six months, Tyres & More’s impression share has increased by 28%, meaning they appeared for over a quarter more of relevant searches.
Not only did we increase the number of times Tyres & More ads appeared, but we worked on delivering these ads to a quality audience. As a result, their CTR improved by 38%!
Your brand may not sell tyres, but we can still help drive you to success. Get in touch to find out how our digital campaigns can improve the visibility of your business.