AVIS

: : Background

Avis is one of the worlds leading automotive rental companies. When Avis and their agency Unique Digital wanted to raise brand visibility and increase the number of online rentals, they listed their site on MIVA, the world's largest performance marketing providers.

: : Campaign Objective

Avis came to MIVA with 3 key objectives:

To increase the number of online rentals from domestic and foreign consumers at a challenging CPA target.
To run flexible campaigns that offer seasonal promotions in order to maximize ROI.
To increase the visibility of the Avis brand across the web.

: : Campaign Strategy

Keywords:

A mix of generic and specific keywords was employed resulting in the proper balance of keywords which lead to a highly impressive ROI.

Listing Descriptions:

Avis' titles and descriptions were specifically designed to promote the brand by using actual advertising copy and call for action by including 'Book online now' and a USP 'on-airport location' in the descriptions.
What's more, unlike other providers, MIVA displays Avis's logo next to the listing for branding purposes.

Flexibility = Seasonality:

Avis targeted the campaign to consumer demand which varies by season. For example, when bank holidays were approaching, listings descriptions included promotions such as 'Bank holiday car hire from £19.99 per day - Avis'.
Avis also targeted its bidding strategy to fluctuate not only by season, but also weekly, daily, and even hourly to match consumer demand.

Deep Content URLs:

Avis worked to develop deep content URLs to direct users straight to relevant sections of the Avis site where they could make an online booking.

: : Results

Traffic to the Avis site increased by 10% (up 28% on the previous period)
MIVA beat Avis's target CPA
ROI: From an investment of £250,000, Avis and Unique Digital saw a media ROI of 1086% delivered.

: : Client Quote

'MIVA and the cost effective leads they consistently deliver are an important part of the Avis online marketing strategy: the ROI we have seen cannot be matched by any other form of advertising.'

Mirko Behnert - E-commerce Marketing Manager, EMEA - AVIS