Optimizing and structuring advertising campaigns

VIA Rail is Canada’s national passenger rail carrier. Founded in 1977, it operates a rail network linking Canada’s major cities, offering travelers a convenient and environmentally friendly alternative for exploring the country.

VIA Rail has carried more than 3.3 million passengers, employs some 3,500 people and generates annual revenues of around 335 million.

VIA Rail commissioned Novatize to conduct a technical and strategic audit of the current state of Google Search Network (SEM) advertising accounts in Canada.

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.