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A Onesearch Project with Chevrolet Europe

Alice Morgan Rich Kirk

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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

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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

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Chevrolet enterprise model and search

39 markets

45 websites

LINKBUILDING

13

markets

28 languages

Chevrolet Europe HQ in Zurich

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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!

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The holy grail

Harness the combined

power of both search

channels…

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Active bid

management

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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

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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

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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