Consolidated Global Search Plan

GM Shifts Gears With Consolidated Global Search Plan – Advertising Age – Digital

general-motors-gm-logo

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.

 

Advertisements
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: