Keen to achieve more marketing efficiency with native ads? Here’s how TenMax helped Easy Rent’s campaign achieved outstanding results!
Brand Story｜Easy Rent: Taiwan’s Largest Car Rental Company
Established in 1999, Easy Rent is a subsidiary of Hotai Motor Co., Ltd.(Taiwan’s main distributor of TOYOTA LEXUS) with the largest car rental network in Taiwan. Committed to building a comprehensive car rental and servicing ecosystem that offers premium services around the clock, Easy Rent offers a diverse range of services including long-term car rental, short-term travel and professional chauffeuring services.
Objective｜Increase Impressions & Conversions Through Native Ads
Easy Rent launched the “Star Choice” Program in 2022, allowing customers to rent a Benz, BMW, Porsche or any luxury cars of their choice for long-term with zero deposits. This program not only offers customers with a wide range of luxury cars for their picking, it also gives them access to luxury vacation sites and saves them the trouble on trivial matters such as repairs and maintenance, as well as assigning a dedicated personnel to help them deal with financing issues such as insurance and taxes. Partnering with TenMax, Easy Rent aimed to drive high-quality traffic, improve brand awareness, promote the program and collect highly-convertible leads using native ads.
Solution｜Maximizing Native Ads’ Performance Through Domain & Article Category Optimization
Native ads was chosen as the main medium for Easy Rent’s campaign, as its less intrusive nature allows them to blend in seamlessly with a website’s content without interrupting the user’s web browsing experience, thereby attracting users to click on the ad to learn more. Moreover, the creatives of native ads are fairly simple to prepare. The ads are then placed in targeted, optimized websites with highly relevant content to generate higher exposure and conversions while discovering other interesting insights for Easy Rent at the same time.
a. Tripling CTR Through Real-time Domain Optimization
The TenMax team identified and optimized “domains with higher than average CTR” and “domains with high form conversion rate”, which generated results that doubled other domains. The results revealed that besides the two domains mentioned above, articles and website categories such as news and travel also performed well, a valuable insight that can be used for Easy Rent’s next campaign.
b. Identify Attractive Elements through Creative Testing
Two different creatives focusing on different promotions were used for this campaign: “Free Stay At Hotel Royal” and “Starting From 0 Deposit”. The results showed that the “Free Stay At Hotel Royal” creative yielded better impressions, clicks and conversions, while ad copy that ends with “The secret is…” managed to trigger readers’ curiosity to click the ad and find out more.
Outcome｜CTR Skyrocketed Within A Week, Form Conversion Rate Exceeded 75%
The campaign achieved stunning results upon its launch, tripling its conversion rate in just one week. Within two weeks, the campaign had gained more than 10 million impressions, close to 10,000 clicks and its form conversion rate exceeded the overall average (0.25%) by 75%.
Consumer Insights｜Targeting Male Automobile Enthusiasts Aged 45 And Above with Precision
Audience Profile
Gender
Female 23%, Male 77%
Age
45-64 years old
Interests
Automobile, 3C Products, Music, Games, Investment, Travel
Gender
Almost 80% of this campaign’s target audience are males, matching the main consumer group of the automobile industry.
Age
Given that the “Star Choice” Program promotes luxury cars for rent, we identified the middle-aged consumer group with high and stable income as its potential target audience. The ad’s results justified our findings, with almost 60% of the consumers reached are in the age range of 45 to 54 years old, while another 30% are aged 55 and above.
Interests
Almost 30% of the targeted audience were interested in cars. To ensure the ad reaches potential and high-quality leads, we increased ad delivery to other interests that are associated with high-income males such as “3C Products” and “Investment”.
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