Hitwise Case Study - How a car rental company increased Google traffic
Hitwise Competitive Intelligence - Hitwise Case Study - How a car rental company used Hitwise data to gain a competitive edge within search engines.A car rental company was using search engine marketing to increase visitors and online bookings on their website. By using Hitwise 'Clickstream' data they analyzed their search engine traffic and realized that they were underperforming in referral visits from Google.com, a leading search engine.
Using Hitwise search term data, the car rental company performed a gap analysis on their competitors and were able to identify successful search terms driving traffic to their competitors websites, which they were not including in their keyword campaign. By purchasing these search terms within Google, the car rental's website experienced a growth in visits from Google of 29% (from 3% to 32%) over a 3 month period. This growth in visits resulted in a large increase in rank among other car rental companies, well exceeding their major competitor.
With the Hitwise suite of competitive intelligence tools, the car rental company was able to:
1. Uncover successful keywords used by competitors
2. Identify and select search partners and optimize search engine relationships
3. Gain a better ROI on keywords
4. Increase qualified leads to their website and exceed their competitors search engine traffic
posted by Jen @ 8:54 AM
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