SEM CAMPAIGN (95%)SEM CAMPAIGN (95%)HOW CAN SEM BUDGETS BE ANALYSED?HOW CAN SEM BUDGETS BE ANALYSED?

* Tyresales.com.au says that they are 100% online which means we have much lower overheads and can

pass these savings on to our customers.

Have search terms been analysed to see if there are any negative keywords that can be implemented Which among the keywords converts best?  Can best practices be implemented? What is the general keyword quality score per campaign?  Is there any way that they can be organised to rank higher/cost lower? Have opportunities for landing page conversion optimisation been explored?  Are there current opportunities to cross-sell, up-sell, or get customer information for future sales? What is the current pricing structure and unique selling proposition? How competitive is it compared to the market?

Have product listings been allowed to link to high(er) traffic websites (such as Google Merchant Center)? What kind of bidding strategy has been implemented if any?  Were there historical changes that were made that increased conversions? Will overall strategies lead to savings?  Can any of these trickle down to display ads?   How are web analytics measured?  Have modern tools (such as Universal Analytics) been implemented? Have SEM efforts directly influenced organic search?  Has local SEO (such as “buy tyres melbourne”) been explored?

* Bob Jane, Bridgestone, and Jax Quickfit, Beaurepaires, & Kmart Tyre and Auto have been surveyed for Melbourne and found a small fraction using verified Google Plus Businesses, and none are targeted to significant keywords such as "buy tyres melbourne".

DISPLAY CAMPAIGN (5%)DISPLAY CAMPAIGN (5%)HOW CAN DISPLAY HOW CAN DISPLAY

CAMPAIGN BE MAXIMISED?CAMPAIGN BE MAXIMISED?

Is remarketing to previous customers included in this budget? Has interest and demographic targeting been explored?  Are there any trends and connections between targets and conversions Has there been a content strategy in place (e.g. consumer stories & testimonials) and have these stories been connected via display network? Explored the possibility of it perhaps? Is content strategy (if ever) content-centric or channel-centric?

SOCIALSOCIAL How social is the demographic target market?  Is there any data presenting channels of preference and engagement? Has social been integrated with other marketing channels (direct or display perhaps)? How social can  franchisees and business development be involved to exceed targets? Has dynamic, thought provoking, and emotional storytelling been explored in the current social strategy? Has there been any initiatives for social listening for the brand, and for the competitors?*"They showed us where the tyres were wearing, didn't make us feel dumb when we asked questioned, asked about my Mum's driving needs, gave us time to think about we wanted to do without pressuring us" (Real Testimonial Quote for Bob Jane Newcastle).

MOBILEMOBILEDoes the mobile application / channel provide more than just brand recognition?  Has this channel been explored to further customer engagement? What sort of customer engagement does the mobile application provide? Does the app enable the tyre company to gather data such as a customer’s email and phone number? Have emerging features been explored in the app such as gamification?

FRANCHISE MARKETINGFRANCHISE MARKETING

Does their branch have their own landing page where customers can interact from?

Can braches be seen online via Yellow Pages/Google local business pages?

Are franchisees encouraged to use the current digital platform?  Is there a way to engage their franchisees customers to engage with the current digital platform via EDM campaigns, social network?