Carhire.ie – Case Study
In October 2016 our Head of Paid Search Damien Hamilton’s previous Manager Ronan Menton lifted the phone to ask if our Agency would be interested in pitching for Europcar Ireland’s Group PPC business.
CARHIRE.ie which this case study refers to, have been an established car rental service provider in the Irish market for over 25 years specialising in low cost car rental services and is part of Europcar Ireland Group. It’s fair to say VROOM Digital were interested in working with the household name that is Europcar!
CARHIRE.ie specialise in providing low cost car hire solutions to both domestic and to international customers visiting Ireland. Whether you are hiring a car to drive the Wild Atlantic Way, or simply want the flexibility that only a rental car can offer, CARHIRE.ie offers a fantastic combination of benefits for customers including a huge range of locations around Ireland, a high quality car rental fleet and a strong focus on customer experience.
CARHIRE.ie is focused on ensuring customers have the most positive experience when hiring a car in Ireland.
Positive Return On Investment
VROOM noticed that Average Cost Per Clicks increased significantly from 2015 to 2016 with a 84.24% increase in CPCs, 119.11% in Google AdWords Costs and a 10.09% increase in direct AdWords Revenue Year on Year.
Through detailed data analysis within the Account, our Head of Paid Search Damien Hamilton found that campaigns could be targeted to more profitable countries to maximise AdWords Return On Ad Spend where Average Order Values were significantly higher coming from Tourism rich Countries to Ireland.
Letting The Numbers Tell The Story
Looking at data from 1st November ‘16 – May ‘17 vs the same period last year, we can see that:
- Average CPC has decreased by 19.62%,
- AdWords Cost has increased by 49.2%,
- Transactions increased by 80.16% and Revenue has increased by 73.52%.
Analysing data from the March ‘17 – May ‘17 vs the same period last year to show progress of ongoing work we note:
- Average CPC has decreased by 29%.
- AdWords Cost has decreased by 0.88%.
- Transactions increased by 31.56%
- Revenue has increased by 65%
This a strong indicator to both VROOM Digital and the Client CARHIRE.ie that we are going after the most valuable customers within the allocated AdWords budget.
Looking for Opportunities
VROOM also identified that there was an opportunity to expand out on the previous Remarketing List for Search Ads strategy employed.
From his experience in-house managing CARHIRE.ie, Damien knew that this market is highly competitive with lots of car rental choices available.
Our RLSA Specific Campaigns are achieving a 6.41% Ecommerce Conversion Rate and a 585% ROAS vs 3.7% Ecommerce Conversion Rate for Overall Visitors and 379% ROAS.
One of the elements that make up VROOM’s RLSA strategy is aggressively targeting historically high CPCs Keywords with higher Average Order Values and using a 5% discount for Returning Visitors still actively searching for Car Hire solutions.
This innovative strategy has been a huge determining factor in the success of this account!
Overall AdWords Growth
VROOM DIgital’s main goals for CARHIRE.ie was to achieve AdWords growth in the following areas:
- Cost Per Clicks Reduction
- Overall Adwords Revenue Growth
- Overall AdWords Mobile Revenue Growth
- Returning Visitors Revenue Growth
- Assisted AdWords Transaction Growth
Contributing to Overall Online Growth for CARHIRE.ie AdWords traffic is also the leader in Assisted Transaction growth with a 94.15% increase in AdWords Assisted Transactions from 1st November ‘16 – May ‘17 vs same period last year.
AdWords Mobile Revenue has also increased by 276% from 1st November 2016 – May 2017 vs the same period last year.
VROOM are continuing to see reductions in Average CPC by the Month, reductions in AdWords Costs and increases in Overall Revenue.
To conclude, this Account has been a joy to work with and extremely satisfying to witness the strong results pull in each month. In AdWords terms, this account has everything:
- A Strong Established Brand
- Low Cost Car Rental solutions
- Huge visitor volumes
- Significant historical data to benchmark against
- Strong Remarketing opportunities
- Strong Mobile Advertising opportunities
The future is bright for CARHIRE.ie as we enter into the busiest season of the year for Car Hire in Ireland. We are confident we can go on to break Google AdWords records previously set within the company and look forward to a long and fruitful relationship with CARHIRE.ie and the team.