When you're in the automotive business, you know the importance of maximizing performance while driving results. That’s why car rental firm Europcar recently launched a paid search makeover, aiming to maintain the existing workload of their Bing Ads campaign while boosting its production.
The French rental giant theorized that it could find success by getting the company's most effective ads in front of its target audience. The vehicle would be Enhanced CPC, a strategy that allows Bing Ads to automatically adjust bids in real time so that a company like Europcar can bid up to 30% higher on searches that are more likely to convert. Almost immediately, Enhanced CPC helped the campaign get more conversions, lower the cost per acquisition, and significantly improve the return on investment — all while maintaining the same level of company workload.
"The efficiency of Bing Ads Enhanced CPC has been brilliant," says Mathilde Gady, head of digital marketing at Europcar. "The time saved by not having to manually adjust bids means we can concentrate on new account optimizations."