About:
This Case Study concerns Motorplan.com during 2022. The goal was to create a digital strategy to bring the website up to date while also investing in more suitable channels for the specific industry (Paid & Organic Search).
Client:
Motorplan.com is one of the largest local companies in the car rental industry, with a large network and physical presence throughout the entire island. Its long history (active since 1986) and presence in the most touristic parts of the island, as well as the 24/7 customer support make it one of the most well trusted companies in Crete.
Car Motor Plan owns the largest fleet of cars and the best maintained offices in every major touristic attraction of the island and is able to serve its customers in the best way possible and even give useful advice and tips to accompany them to their trip.
Brief:
A key objective for Car Motor Plan was a comprehensive digital presence through a renewed website and an overall search strategy in organic and paid results.
Solution:
More specifically, the pillars that supported our effort were the following:
Content & Ads Localization:
First and foremost, we proceeded to translate the website into the main languages of the major
markets such as English, German, French and Dutch. At the same time, the advertising campaigns
were also translated in order to provide the user with a fully personalized experience.
Improving Geographic Targeting through Google Ads:
Google Ads was the only advertising tool we used and the basis of our acquisition strategy. Geo-targeting can be done based on the user’s physical location or based on the interest for a specific location the user has expressed through their searches. We focused on campaigns targeting large purchases based on the user’s presence on a geographical area but also the users whose search interest was Greece and Crete. As we observed from the campaign results, the latter yielded better results. A quick analysis of the KPIs led us to invest in these specific campaigns, since the effectiveness based on ROAS, Conversion Rate and cost per booking was greater compared to traditional campaigns.
We then proceeded to invest in SEO.
The goal was to increase organic traffic to the highest quality searches possible and improve the
prominence of the domain name in the Google results pages. Furthermore, another action we took
was continuously improving the website from a technical point of view. Of similar importance was
the optimization of the user experience while browsing the webpage.
The results were encouraging from the start, while the continuous monitoring of the advertising
outcome allowed us to optimize it accordingly.
The properly structured campaigns, the new and improved website, and the translated copies,
brought us high Quality Scores in Google Ads, while the significant investment in interest-based
campaigns turned out to be ideal.
What we did:
Keyword Research
Search Campaigns
SEO
Performance Advertising
In-depth analysis
ROAS
Conversion rate
Organic Impressions
Conclusion:
