GM Optimum - Advanced Paid Search Strategies

Context

www.gmoptimum.com is a website designed for the GM Optimum dealers in Quebec that showcases a provincial daily updated inventory of all their used vehicles. On any given day, there are more than 3,000 vehicles featured on the site. By its nature, one of the main sources of traffic is paid search.

Search Campaign Objectives

The main campaign objective was to have a constant presence on search engines while potential customers are looking for used vehicles, particularly when they conduct a search for a specific car name.

Challenge

GM Optimum’s inventory is very broad and can contain more than 500 different models at any time. It quickly becomes challenging to manage the keywords to fit only the available car models (the campaign itself contains more than 20,000 keywords). Without an advanced technological structure, GM Optimum would risk bidding on car models they don’t actually have in their inventory at the moment.

Strategy

By implementing a complex process with the help of an API (Application Programming Interface), we were able to dynamically analyse the availability of all car models and link the information to our paid search campaign. The API automatically activated the keywords relative to available cars and halted the keywords of cars which were not in the inventory. By doing so, we ensured bidding only on available car models at any time.

This implementation not only reduced click waste but raised the overall visitor experience. Site’s metrics like page views and time spent were up while the bounce rate decreased.