TheBestCars.gr

Case-studies

TheBestCars.gr

Thebestcars.gr - PPC Optimization in Car Rentals

Challenge

Thebestcars.gr, a leading car hire company in Crete (with 130+ cars), wanted to realize a better return on investment from its pay-per-click advertising campaigns.

Solution

We began setting up the account from scratch without any prior knowledge or advantage as previous agency’s work was poor. The number of keywords was limited to 212, ad copies were outdated/out-of-date (the Easter copy was still active in July), and structure was not good. We started identifying the most targeted and relevant keywords and expanded on them discovering a long tail of phrases – thousands that are searched for what the website offers. Then, we segmented them into small, manageable groups. This served the dual purpose of giving us the metrics we needed to accurately measure the performance, and also to aggressively target, test and refine ad copy. The ads are now more likely to speak specifically to each searcher's query, raising click-through rate and increasing the chances visitors will convert. As we worked on the campaign and collected data for analysis, we were able to shift budget allocations to support the ads and keyword phrases that were proving to be the most successful at driving conversions. Key performance indicators were developed from the very beginning to monitor our achievement and the website’s performance. Paid and organic conversions were monitored at all times through Google analytics, two more marketing musts and a few extra points of our work that provided us with valuable information about the effectiveness of both our customer’s online and offline marketing efforts.

Result

Using the right keywords and running a targeted, carefully monitored pay-per-click campaign thebestcars.gr was able to get thousands of visitors while increasing conversions and decreasing significantly the acquisition cost within the first 30 days. The cost per acquisition was €10.2 and absolute conversions were 313. Furthermore, the bounce rate was decreased by 20% in total and 40% in the PPC traffic.

Worth to tell that Thebestcars.gr owner was very happy with the results, he has now got a basic understanding of search engine marketing and a more clear focus on his website’s objectives than before.

The car hire market is extremely competitive with tight margins and campaigns need to be carefully designed and continuously optimized. We constantly use a handful of top-notch PPC and Analytics tools to reduce guesswork, discover missed opportunities and revenue-generating long tail keywords with minimal time and effort. Combined with conversion tracking and Google Analytics we obtain a clear picture of what is working best—and measure overall returns at all time.

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Collected data

ThebestCars.gr
5.813 long tail keywords have brought 9.413 clicks in the first 2 months. Long tail keywords are keyword terms which are less popular, less competitive and less searched for. Individually, each keyword may generate only a couple of visits per month to your website. However, when taken collectively, long tail keyword phrases can be responsible for driving significant levels of website traffic at a lower CPC (Cost per click).
Also, there are a lot of conversions that do not appear in the analytics reports. Many customers prefer to send an email or use the telephone to book a car instead of reserve it online. Adding these numbers (offline bookings) would significantly improve the conversion rate and lower even more the cost per booking.