National Brand Regional Group Local Local Dealer DealersGovernance Success:A Last Mile Marketing Case StudyA global auto manufacturer saved 33% on paid search search purchase. This process was tested on a group of 10media, plus saw a 14% increase in leads. priority search keywords, most of which had a high cost-per- click, across a test group of dealers. In addition, educationSituation: A large global automotive brand with programs were rolled out at national, regional, reseller,independent regional auto groups, as well as thousands of and dealer levels. Each program also included local-dealerlocal auto dealers, was spending millions of dollars on search campaign assistance.marketing branded and “generic” key terms such as “new car.” Result: Implementation of a governance strategy resultedAction: Performics collected information on the business’ in reduced costs and increased efficiency and volume.current processes, interviewed stakeholders, and analyzed Total clicks from paid search increased 14% and cost-per-the current paid search (PPC) buying strategy. Based click decreased 10% through coordinated bidding and theon this knowledge, we developed a governance model application of a cross-tier governance model. Even better,that included a new set of business rules to streamline since the pilot study, costs have remained at reduced levels.Do you want to increase cost effectiveness and reduce redundancy in yourmarketing bidding programs? Does your firm need an experienced neutraloutside perspective to help you get your governance program on track? If so,then contact Performics at 1-800-615-5126 or firstname.lastname@example.orgNot ready to commit but want to find out more about how Last Mile Marketingand governance can help you? Sign up for our email newsletter, follow us onTwitter (@Performics), or find us on Facebook! Creative Commons Attribution Non-Commercial license granted for use.