Hertz shifts performance into high gear with audiences and automated bidding

Estero, FL

www.hertz.com

Published September 2017

Looking to find new customers and increase revenue, Hertz used AdWords’ audience solutions and automated bidding to reach high-value audiences for less.

35%

lower cost-per-acquisition

30%

increase in click-through-rate

70%

lift in conversion rate


About Hertz

Hertz is an American car rental company with approximately 9,700 corporate and franchisee locations around the globe.

Goals

  • Increase online sales
  • Improve cost efficiency
  • Reach high-value customers online

Approach

  • Combined remarketing lists for search ads, similar audiences for search, and Customer Match to create high-value audiences for use in its Search campaigns
  • Optimized bids with Target ROAS automated bidding to maximize conversion value

“Combining Google’s audience solutions with automated bidding has expanded the amount of search volume we can profitably reach. This has been critically important as we continue to drive new customer acquisition.”

– Jeremy Venlet, Director of Digital Operations and Performance at Hertz