Chevrolet & Performics OneSearch Case Study
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Chevrolet & Performics present data from 3 different SEO/PPC position test scenarios.
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Chevrolet & Performics OneSearch Case Study
- 1. A Onesearch Project with Chevrolet Europe Alice Morgan Rich Kirk 1
- 2. What we’ll cover Our team at Chevrolet and our approach to metrics The business context and our particular challenge The test we planned and ran How it all turned out 2
- 3. The right conditions Rina Patel Tamara Metrics and Warren analytics Go for it! Boss with guru entrepreneurial attitude Hang on – let’s really learn something This is what I want to do! 3
- 4. Chevrolet enterprise model and search LINK SEARCH BUILDING 13 39 19 markets markets markets 28 languages Chevrolet SEARCH Europe HQ in 17 languages SEARCH Zurich 22 websites 45 websites 4
- 5. Customer focus and Attribution are key 1. 2. Path analysis Contribution modelling 3. Cross- channel optimisation 5
- 6. Hands up please 1.Name a car model made by Volkswagen 2.Name a car model made by Ford 3. Name a car model made by Chevrolet 6
- 7. Business problem and our challenge #Advertising 1 2 3 Low product Small market Small media awareness share budgets Without the big Spontaneous awareness bucks Currently in No interruptive or for Chevrolet products is virtually nil Europe at 1.36% broadcast media But we need to grow awareness, consideration and leads! 7
- 8. Brand protection Acquisition (generics) PPC/SEO strategically aligned… 8
- 9. Generic visibility is strategically important 88% of the = the 7.8 billion opportunity automotive searches Link building = the Generic content practicality 9
- 10. Generic “category” landing pages BUSY BUILDING LINKSTO THESE PAGES X 13 Family Small 7- SUVs MARKETS cars cars seaters
- 11. New generic content 1
- 12. PPC/SEO strategically aligned… The Harness the combined … but we want more! holy power of both search grail channels… 12
- 13. Active bid management 13
- 14. What we wanted to find out Is there a symbiotic relationship between the two channels when they are managed together? How can we exploit it across multiple markets and multiple languages? What can attribution tell us? How can we squeeze every last drop out of our media budgets? 14
- 15. Performics Goals Showcase Maximise RoI Attribution Work across Understand Markets Generic SERPs 15
- 16. A Quick Note on Technology... 16
- 17. Scenario 1: Dominate Generic Keyword Chevrolet Chevrolet 1-3 17
- 18. Scenario 1: Separate Generic Keyword Chevrolet Chevrolet Chevrolet 1-3 18
- 19. Scenario 1: Remove Generic Keyword Chevrolet Chevrolet 1-3 19
- 20. Keyword Selection Can we cover it with available convert? Does historical Does it data exist? budget? 20
- 21. A quick poll... Put your hands up... 21
- 22. Separate & Remove Strategies 10% increase 643% decrease in natural in paid traffic traffic Conversions down 474% CPA down 45% 22
- 23. Dominate Strategy 241% increase 542% increase in natural in paid traffic traffic Conversions up 380% CPA up 2% 23
- 24. Why does this happen? Credibility? Page Dominance? 24
- 25. Dominate Strategy CPA back where it was before test Total Conversions through the roof! 25
- 26. Both forms of search on one chart... 26
- 27. Attribution changes everything... 1000 900 800 700 25% more conversions 600 500 attributed to generics 400 300 when attribution 200 100 applied 0 u shaped last click 27
- 28. I learned something today... SEO on it’s own isn’t enough Attribution models are awesome Don’t be scared 28
- 29. Chevrolet and search SEARCH Brand protection 19 markets 37 Acquisition (generics) markets LINK Harnessing BUILDING combined 13 Chevrolet power of markets Europe HQ in 27 paid/natural search languages SEARCH Zurich SEARCH The holy 22 44 17 grail websites websites languages 29
Editor's Notes
- While Chevrolet – as an iconic American car brand - is very well known, the Chevrolet car models offered in Europe today - not. The brand was only re-launched in 2005 in Europe with a new model-line-up of small and mid-sized cars, so we don’t have the same cultural familiarity in Europe like brands such as VW, Renault, Ford.Our market share is growing steadily every year – and we are the number one brand in Russia – but particularly in Western European markets like the UK, Germany and France, we’re not on the radar. Market share translates into "on the road presence" and it’s generally agreed that you need 2% market share before your brand and carlines enter public consciousness.We have very little room to for manoeuvre. Our media share of voice reflects our market share. It’s a well known fact that the easiest way to grow market share is to over-invest in media proportional to your market share – or take a larger share of the media voice. This is what we did when I was at DDB in the late 90’s. But a) the media landscape is now so fragmented – although being able to buy the Champions League final half time break would certainly help us and b) we don’t have the money.