Consolidated Global Search Plan
GM Shifts Gears With Consolidated Global Search Plan – Advertising Age – Digital
General Motors Corp. started to centralize its global search strategy late last year, and the auto giant expects to roll it out in 42 countries by the end of 2008. All the regions now share knowledge and metrics.
That hasn’t just brought cost efficiencies. Early results show GM has increased click-through rates by more than 20% in some countries. The marketer cited better packaging of search terms and building more areas of consumer relevance on improved GM sites that move visitors quicker to the information they seek.
GM spends between $50 million and $70 million on search annually in the U.S. alone. The automaker has moved almost 20% of its U.S. media spending into digital in the past three years. GM used $197 million of its total U.S. measured media spending of $2 billion for online ads (excluding search) last year.
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