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SEO & Paid Media

How Hertz increased display revenue with dynamic creative optimisation

Are you curious to know how to increase your display revenue with dynamic creative optimisation? Nordic Morning helped Hertz to reach 215%. Learn more from this case.

Nordic Morning used DoubleClick Campaign Manager for Hertz to create audiences made up of users who had visited the site, started the booking process and then dropped off. Reasoning that consumers might have abandoned their booking to look for a more competitive price, the Hertz team also created discount offers especially for these audiences.

Using DoubleClick Studio, they designed dynamic banners to include special offers via a feed, while DoubleClick Bid Manager allowed them to set bids to effectively capture the attention of valuable former site visitors.

Their smart tactics more than paid off.

“The results were amazing!” says Anders Tärnell, Director of Digital Sales & Communication at Hertz. “We saw that many people who viewed the banner with the specified offer tended to go back to our site and then convert.

The revenue from display increased by 215% since we started with dynamic creative optimisation, and our transactions from display went up by 111%.” What’s more the, cost per acquisition was 85% lower than other display campaigns that Hertz served.

“Now when we’re building new campaigns, we always have dynamic creative optimisation in mind”, Anders reveals. “It has led us to explore DoubleClick’s dynamic creative solution.

We’re going to make an even more advanced setup together with DoubleClick and Nordic Morning, and make more dynamic ads that fit our target audiences.”

Our Approach
Nordic Morning together with Hertz created an audience in DoubleClick Campaign Manager that was made up of previous site visitors who had not completed their booking

● Designed dynamic banners in DoubleClick Studio featuring special discount offers
● Used DoubleClick Bid Manager to effectively reach the right consumers

The Results
Display delivered:
● 215% revenue growth
● 111% increase in onsite transactions
● 85% reduction in cost per acquisition
● Approach is now part of Hertz’s always-on strategy

You can read the original post done by Think with Google here

Karolina Sjödahl Head of Strategy