83%
reduction in campaign structure
+/- 30%
reallocation of annual SEM budget
+335
million in annual revenues
3,3
million passengers
Mandate
A step back to get back on track
VIA Rail commissioned Novatize to conduct a technical and strategic audit of the current state of Google Search Network (SEM) advertising accounts in Canada.
Approach
Transparent analysis, focused on value and objectives
Novatize’s mission was to audit the quality of VIA Rail’s current SEM efforts, in collaboration with an external partner. Our team, with a good understanding of the issues involved in managing advertising accounts of this scale, was keen to deliver a study entirely focused on VIA Rail’s value and objectives. All the while respecting the work done by third parties. As a result, our study was highly collaborative, involving all key people in several stages.
Results
Complete optimization of advertising campaigns
At first glance, our team realized that the complexity of the advertising account structure was making it very difficult to manage. By restructuring and redistributing budgets, we were able to reduce the number of advertising campaigns by 83%, thus considerably reducing the workload and, by the same token, the risk of errors. Despite an audit containing over 120 different points, Novatize was able to set priorities so as to present only those points for improvement that had a major impact on the brand’s objectives, as well as on investments and revenues.
“Novatize reviewed our SEM practices, enabling us to greatly improve their effectiveness and associated revenues.”
Director, Business Development, Sales Distribution and Loyalty - VIA Rail Canada