Challenge:

CAR Group Honda stores were spending too much on Brand.When looking at Brand targeting for all stores, which are close in proximity, there was a lot of targeting overlap. The stores were in a sense bidding against each other for the same keywords, and there wasn’t much being done in terms of negative keyword bidding to prevent stores from stealing each other’s Brand traffic.

Hypothesis:

Drawing lines in the sand for all Honda store Brand campaigns and creating a second Brand campaign for stores to still compete in areas lost from the line drawn, to maintain their presence, will prevent targeting overlap and lower Brand spend.

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