PPC Case Study

Google AdWords Drives Traffic Phone Calls And Revenue For GarentaDAY

Garenta is an auto leasing enterprise owned by Çelik Motor, one of Turkey’s oldest automotive companies. Putting digital at the centre of its processes, Garenta offers both short-term and long-term car rental services to customers through online channels with the aim of making their lives easier. 

Goals

  • Increase Related Web Traffic
  • Drive Phone Calls to Branches
  • Increase Online Sales & Revenue

Approach

  • Detailed Search Campaign Set Up & Continous Optimization
  • Mobile-first Approach: Mobile Bid Adjustment and Mobile Specific Ad Texts / Sitelinks
  • Google My Business & Location Extension Optimization
  • Applied Detailed RLSA & Remarketing GDN Strategy

Results

  • Doubled Branch Visits Through Get Direction Links
  • Click-To-Call Extension Above Expectation
  • %30 Of The Total Revenue Came From Paid Search & RLSA Campaigns

What We've Done


GarentaDAY wanted to increase incoming phone calls, branch visits, online sales and revenue. The first step was to rebuild all of the brand’s AdWords campaigns and commit to continuous optimisations. We set up a detailed search campaign structure with the goal of driving down the cost per conversion.

Due to high levels of mobile traffic, GarentaDAY prioritised mobile optimisations. This included making mobile bid adjustments and using mobile-specific ad texts and extensions. As GarentaDAY had no mobile-optimised website, we knew it was important to encourage phone calls to produce leads from mobile users. We added call extensions to all search campaigns to drive phone leads wherever possible. We also combined location extensions with Google My Business information to redirect foot traffic into branches.

In order to capture the attention of consumers who had visited the GarentaDAY website without converting, a detailed remarketing strategy promoted special discounts to previous site visitors. GarentaDAY developed specific campaigns using remarketing lists for search ads (RLSA) based on locations and generic keywords.

What We've Achieved


With more than half of all digital traffic to GarentaDAY coming from cost-per-click advertising through Google, these strategies clearly paid off. Branch visits almost doubled thanks to location extensions, and mobile phone calls through call extensions produced a huge impact on generating leads over the phone. A 4% click-through rate for click-to-call extensions exceeded the previous campaigns.

Meanwhile, remarketing emerged as an important revenue generator. Only the brand search campaign managed to produce more revenue, with 30% of the total coming from remarketing campaigns. Using RLSA to target the right audience with the right message and special offer generated a far higher online revenue than other search campaigns. 

Online and offline ROI is the key metric for our business. Google AdWords is our main marketing channel which allows us to generate the quality traffic, footfall and revenue we need. Kubix Digital is our strong partner in achieving this goals.

Selvi Şenol
Digital Marketing & E-commerce Executive

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