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Chevrolet & Performics present data from 3 different SEO/PPC position test scenarios.
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1
A Onesearch Project with Chevrolet Europe
Alice Morgan Rich Kirk
2
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
What we’ll cover
3
The right conditions
This is what I want to do!
Tamara Warren
Boss with entrepreneurial
attitude
Go for it!
Rina PatelMetrics and
analytics guru
Hang on – let’s really
learn something
SEARCH
22
websites
SEARCH
17
languages
SEARCH
19
markets
4
Chevrolet enterprise model and search
39 markets
45 websites
LINKBUILDING
13
markets
28 languages
Chevrolet Europe HQ in Zurich
5
Customer focus and Attribution are key
1. Path analysis
2. Contribution
modelling
3. Cross-
channel optimisation
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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
No interruptive or broadcast media
Spontaneous awareness for Chevrolet products is
virtually nil
Currently in Europe at 1.36%
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Business problem and our challenge
Low product awareness
1
Small market share
Small media budgets
2 3
But we need to grow awareness, consideration and leads!
Without the big bucks
#Advertising
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SEARCH IS A HUGE PART
OF THE ANSWER
Brand protection
Acquisition (generics)
PPC/SEO strategically
aligned…
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88% of the
7.8 billion automotive searches
Generic visibility is strategically important
= the opportunity
Link buildingGeneric content
= the practicality
UNBRANDED
Generic “category” landing pages
Family cars
Smallcars
7-seaters SUVs
BUSY BUILDING LINKSTO THESE
PAGES X 13 MARKETS
New generic content
1
100,000
Incremental NS visits to this pageIn 6 mths
PPC/SEO strategically
aligned…
… but we want more!
12
The holy grail
Harness the combined
power of both search
channels…
13
Active bid
management
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?
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Maximise RoI Showcase Attribution
Work across Markets
Understand Generic SERPs
Performics Goals
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A Quick Note on Technology...
AWESOMEN
ESS
Scenario 1: Dominate
Generic Keyword
1 - 3
Chevrolet
Chevrolet
Scenario 1: Separate
Generic Keyword
1 - 3
Chevrolet
ChevroletChevrolet
Scenario 1: Remove
Generic Keyword
1 - 3
Chevrolet
Chevrolet
20
Does historical data exist?
Can we cover it with available
budget?Does it convert?
Keyword Selection
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A quick poll... Put your hands up...
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Conversions down 474%
CPA down 45%
Separate & Remove Strategies
10% increase in natural
traffic
643% decrease in paid traffic
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Conversions up 380%
CPA up 2%
Dominate Strategy
241% increase in natural
traffic
542% increase in paid traffic
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Why does this happen?
Credibility?
Page Dominance?
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Dominate Strategy
CPA back where it was before test
Total Conversions through the roof!
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Both forms of search on one chart...
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Attribution changes everything...
u shaped last click0
100
200
300
400
500
600
700
800
900
1000
25% more conversions attributed to generics
when attribution applied
28
I learned something today...
SEO on it’s own isn’t enough
Attribution models are awesome
Don’t be scared
SEARCH
22
websites
SEARCH
17
languages
SEARCH
19
markets
29
Chevrolet and search
37 markets
44 websites
27 languages
Chevrolet Europe HQ in Zurich
Brand protection
Acquisition (generics)
Harnessing combined power of
paid/natural search
The holy grail
SEARCHIS PART OF
THE ANSWER
LINKBUILDING
13
markets