From left to right: Frédéric Mazzella, BlaBlaCar CEO and driver of the company’s vision; Francis Nappez, BlaBlaCar CTO and leader of the technical evolution of BlaBlaCar; Nicolas Brusson, BlaBlaCar COO and leader of the company’s international growth.
BlaBlaCar’s attention to detail isn’t exclusive to its profile criteria; Bing Ads helps BlaBlaCar be just as thorough in its search engine marketing.
“Bing is really turning into one of our major sources of acquisition,” says Marketing Manager Ruchir Gupta from the company’s London office, one of 14 BlaBlaCar offices across the globe. To a company that now operates in 22 different countries, a digital marketing platform that delivers consistently is tantamount to a road trip full of easy banter and cheap fuel.
And for BlaBlaCar, different markets mean slightly different products. “We adapt the product depending on the local needs,” says Marketing Manager Alec Dent from the company’s London office. BlaBlaCar’s search ads must reflect these differences, and so the company uses Bing Ads location targeting to target or exclude geographic areas in its campaigns — from countries and states all the way to cities and postal codes.
“One of the other key things about Bing Ads,” adds Gupta, “is you can target people on mobile or on desktop.” And mobile matters; 50% of BlaBlaCar’s usage is now on smartphones and other mobile devices, Gupta explains. “It’s more last-minute,” says Gupta, “and so we want to encourage people to download our app.” The same Bing Ads feature that enables location targeting lets advertisers adjust their keyword bids according to searchers’ devices, so that ads encouraging customers to download BlaBlaCar’s app are much likelier to appear on searchers’ mobile devices than on desktops.