BEST USE OF PAY PER CLICK


BEST USE OF PAY PER CLICK


SILVER STANDARD – JOINT WINNER PPC: DRIVEN TO SUCCEED


STARCOM MEDIAVEST GROUP FOR EUROPCAR


Starcom Mediavest was tasked with improving Europcar’s pay-per-click results in an environment where brokers and comparison sites have made the main keywords a constant battleground. Being able to serve users an advertisement matching their original search was paramount to keep and improve click-through rates.


Five separate PPC accounts were restructured into granular campaigns and adgroups of keywords across brand and generic, allowing for a more tactical use of budget. As a result, the team were able to take advantage of short term objectives and trends while creating in-depth and tailored adcopy messaging. The addition of new campaigns, adgroups and keywords in areas like Van Hire drove targeted traffic volumes through the site and increased brand awareness.


The account was hyper localised, building out 358 campaigns, 3,325 adgroups and 6,696 keywords by location, linked in to Google Places and mobile. Europcar sales exceeded targets by almost 50%, with an 18% lift in conversion rates.


SILVER STANDARD – JOINT WINNER UP UP AND AWAY


STARCOM MEDIAVEST GROUP FOR FLYBE


Charged with increasing sales and revenue generated from a paid search campaign, the challenge was to apply a smart strategy which tapped into new markets and drove relevant traffic likely to convert into sales.


The online airline industry is highly competitive, so with a limited budget, Flybe made a series of granular changes to its existing campaigns across three major search engines to further extend reach. The strategy was implemented by creating multiple, bespoke and regularly updated creatives for over 2,200 ad groups.


Every potential business commuter or budget airline passenger was shown an advert highly relevant to their search including destinations, seasonality and accurate pricing, which encouraged a higher conversion to sale.


700,000 sales were driven through this campaign, with extensive optimisations driving a 60% increase in year-on-year sales and a 9,288% return on investment.


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