General Motors

Driving performance through improved search efficiency and increased store visits

Review mirror of a car

The Challenge

General Motors Canada is comprised of more than 450 dealerships, offering Canadian drivers fuel efficient vehicles and Certified Service from coast-to-coast.

The Canadian automotive service industry is extremely competitive. From family-ran garages, national repair shops and retailers to OEM service centers, there are over 45,000* automotive repair and maintenance outlets across the country. As a result, consumers have an abundance of choice when deciding where to service their vehicle and industry players must be present during each micro-moment throughout the consumer journey.

Given the overwhelming competition within the Canadian market, iProspect saw an opportunity to drive efficiencies within Search and increase Certified Service store visits. To achieve this, GM Canada and iProspect threw out the existing rule book which was divided into National and Local messaging swimlanes and focused their energy on building a new account structure that removed barriers and ultimately improved Search performance.

The Results

Decrease in cost/store visit

-60%

Increase in store visits

+180%

Placing the customer at the center of the Search strategy to provide a more relevant user experience and drive business growth for General Motors Canada

Decrease in cost/click

-39%

Traffic in the city at night

The Strategy

Although the existing Search account structure had been successful in converting high funnel users seeking information on maintenance services and parts to in-store visits, iProspect and GM Canada began to see a shift in consumer search behavior. Consumers searching for “tires” for example may not be just looking for information, but they could be ready to buy. iProspect decided to allow Google’s algorithm to leverage user signals to best identify opportunities and fully leverage the power of machine learning.
Historically, search efforts for the Certified Service line of business fell under 2 distinct accounts:

• T1: a focus on national messaging to drive awareness and provide more information about Certified Services offering.
• T2: a focus on region-specific messaging to drive lower funnel users to convert to in-store visits/appointments.

Despite distinct messaging across both accounts, users click through to the same destination landing page, which was in turn optimized for in-store visits. This presented a significant challenge when trying to maintain cost-efficiency across both distinct messages.

In order to overcome this hurdle, improve efficiencies and better answer user search queries, iProspect with strong collaboration from GM Canada, decided to merge both T1 and T2 accounts under one account to cover a region with ONE message and capture all search queries and traffic.

The Innovation

With an actionable strategy in place, iProspect began to consolidate accounts using SA360 across Google and MSFT Ads.

Each new account was setup to serve a distinct region and campaigns were broken down by service segment, both branded and unbranded, along with specific National (awareness) messaging.

The new structure greatly improved visibility and optimization across the customer journey, ensured more accurate attribution and allowed the system to best optimize the delivery while eliminating inefficient budget allocations. To ensure maximum performance, iProspect also innovated the way Campaigns and Ad Groups were built, grouping more keywords together while utilizing Machine Learning to better optimize.

We needed to find a way to significantly reduce our customer acquisition costs so we approached our SEM strategy with a blank slate. We asked ourselves: What would our strategy look like if we built it from the ground up, with only the customer in mind, and didn’t have to limit ourselves to our organizational structure? iProspect was able to use their expertise to design a new structure which reduced our customer acquisition costs by 60%.

Furrukh Jawaid

National Manager

Client testimonial

The Business Outcome

By consolidating both accounts, iProspect was successful in decreasing cost per store visit and cost per click while driving an increase in store traffic. In addition, the click-through rate also improved by 11% YoY, which also confirmed the new account structure was providing users with increasingly relevant information at the time of their search.

- 60% cost/store visit
+180% Store visits
- 39% cost/click