Silvercar is an innovative rental car company that has shaken up the industry by reimagining the process. Through their mobile app, customers can painlessly select and rent from an impressive fleet of premium, silver Audi A4s. The process is simple and streamlined from reservation to return, with no lines and no paperwork. To help grow their business, Silvercar teamed up with Unique Influence, a cross-channel digital marketing consultancy based in Austin, TX. Unique Influence helps clients meet aggressive growth objectives by using a well-defined process to identify, connect with, and convert high-value customers.
Getting More People Behind the Wheel
To get more people behind the wheel of their premium rental cars, Silvercar sets aggressive booking goals. As they ramped up their paid search program, they found it difficult to efficiently scale campaign management and reporting. Mining Google search query reports for new keywords was tedious and time-consuming, and oftentimes there was not enough data to clearly identify trends and insights.
Manually calculating bids for these keywords was also a laborious process. Consequently, they were slow to react to competitive shifts in highly volatile auction environments. Optimizing new, long-tail keywords, which are typically characterized by limited data, was also challenging. Without sufficient data, Silvercar struggled to calculate optimal bids with confidence to drive their aggressive booking goals.
Driving Toward Success
Teaming up with Unique Influence and Marin Software, Silvercar was able to scale their keyword expansion strategy using Marin’s keyword management tools. Marin does the heavy lifting by combining Google and Bing’s keyword volume estimations with converting organic and paid search query data, providing immediate insight into new revenue opportunities. Revenue-driving keywords can be added under any group and match type with a single click. Marin also highlighted queries that result in clicks but not conversions, allowing Silvercar to negative match and pause those keywords to eliminate wasteful spend.
Marin’s powerful and patented bidding algorithm enables Silvercar to automatically calculate optimal bids based on their aggressive cost per acquisition targets. For long-tail keywords, the algorithm analyzes and systematically blends performance data to minimize risk and calculate intelligent bids for keywords with limited data. Automating bids allows Silvercar to focus on strategic projects like testing ads to identify top-performing creative. Selecting creative with the highest click-through rates drives higher ad positions, more impressions, and lower cost-per-click.
Crossing the Finish Line
Unique Influence put Marin Software to the test with a month-long Silvercar promotion targeting customers in the Dallas/Fort Worth market. From December 2013 to January 2014, Silvercar achieved impressive results:
- 10x increase in bookings
- 9% lower cost per acquisition
- 97% increase in impressions
These results were made possible by the insights and automation provided by Marin Software. Using the platform, Silvercar is increasingly systematic in their approach, supporting a more aggressive and confident campaign strategy across all markets. Since their initial promotion, Silvercar has maintained their optimal combination of reach and spend and continues to expand their program.