The Ford US Hispanic market needed to get more shoppers into the conversion funnel via Paid Search. Having a massive account and multiple moving parts we quickly dove into the account details and created custom visualizations to help us quickly see gaps and optimization opportunities on the setup. Within six months we had surpassed the year goal.
The key element of the project that set the team up for success, was asking the right questions at the start so we were able to figure out ways to answer these very specific questions using massive data sets. Once we broke down the information into smaller subsets we tested out theories that, once successful, were replicated sequentially through the account. By the end of the project the Paid Search account was clean, stable and trending positively on all key indicators.