EconomyCarRentals offers rental options in over 160 countries around the world through partnerships with major international car hire companies. The company aims to provide the lowest possible price for the best car available.
- About EconomyCarRentals
- Car hire company
- Based in Heraklion Crete, Greece
- THE GOALS
- Grow digital presence beyond search within defined return on investment
- THE APPROACH
- Installed AdWords remarketing tag
- Implemented Automated Feeds for Dynamic Remarketing
- Activated automated bidding according to target cost per acquisition and target return on ad spend
- THE RESULTS
- Nearly five times more conversions
- 52% lower cost per conversion
- 734% higher conversion rate
EconomyCarRentals wanted to grow their digital presence outside of search while maintaining a strong return on investment. Dynamic remarketing – being a strong lower funnel display solution – seemed to be the right fit. However, the time and resource investment required to build a product feed emerged as a significant hurdle. To overcome this, the team turned to Google’s new Automated Feeds for Dynamic Remarketing solution (alpha).
EconomyCarRentals simply installed an AdWords remarketing tag on the website using Google Tag Manager. Automated Feeds then automatically generated a feed using necessary car rental information from the website. The feed was kept updated for each language as new destination pages were created and car rental information and prices were updated.
With the feed in place, EconomyCarRentals initiated a dynamic remarketing campaign in the US market. Using images and other dynamic content from the feed, the campaign automatically served remarketing ads to users who had previously shown an interest in car rentals for specific destinations.
"Google’s Automated Feeds solution helped us overcome the challenge of not having a product feed to serve dynamic ads, and allowed us to allocate our time and resources towards building our display strategies instead."
- Yorgos Kokologiannis, Managing Director, EconomyCarRentals
To boost performance, EconomyCarRentals used additional automation through Smart Bidding. Setting a target cost per acquisition bid initially allowed them to manage efficiency, while using a target return on ad spend bid later enabled them to maximise profitability.
“The results from our dynamic remarketing campaign have been very positive and have proved that the right display media channels can deliver strong return on investment when we leverage automation”, says Managing Director Yorgos Kokologiannis. In fact, the dynamic remarketing campaign delivered nearly five times more conversions at a 52% lower cost per conversion and a 734% higher conversion rate compared to all of the company’s other online display channels, proving its value as a performance-oriented programmatic solution.
“Google’s Automated Feeds solution helped us overcome the challenge of not having a product feed to serve dynamic ads, and allowed us to allocate our time and resources towards building our display strategies instead”, Yorgos says. Thanks to the strong results from the US campaign, the company has decided to expand with new campaigns across the UK, France and Spain. They’re also in the process of implementing the same solution for a second property, Carflexi.com.