How does a small luxury car rental business stand out from the crowd in a crowded market? This case study looks at how PT Wahana Indonesia Transport used Google AdWords to increase sales by 50% and expand its business.
Case study summary:
• Small luxury car rental firm looks to stand out from competition in Indonesia
• Used AdWords to build awareness and give Internet users plenty of information about the company
• Site traffic increased more than 100% with 15% of PT WIT customers now coming from outside of Indonesia.
The Challenge
Founded in 2003 by Veronica Ratnasari, a housewife, the company employs 12 staff and manages a fleet of 28 mid-segment and luxury cars. Competition amongst international car rental players in Indonesia is fierce.
The solution
To differentiate PT WIT, Veronica already offered flexibility in rental terms and provided 24-hour customer service. However, she wanted to find new ways to attract customers.
Following advice from DGtraffic, Indonesia’s first Google AdWords Certified Partner, Veronica focused on building PT WIT’s online presence. Her objective was to build awareness and give Internet users plenty of information about her car rental service.
As a small business owner with a limited marketing budget, Veronica found that AdWords offered a highly cost-effective way to drive traffic to PT WIT’s website and increase phone inquiries and sales leads.
The results
Google AdWords has increased traffic to the PT WIT site more than 100%. With Google AdWords, Veronica has also started advertising to neighboring countries; 15% of PT WIT customers now come from outside of Indonesia. With AdWords features like automatic bidding, Veronica can bring the most clicks possible within her budget. She can also use AdWords reporting to see which keywords are the most popular; as a result, she can decide which car types and rental coverage areas to invest in.
With the success afforded by Google AdWords, Veronica has expanded her business into two companies: PT WIT for the mass-market, and Brysca Rent Car for the premium segment.
Veronica Ratnasari Owner PT WIT and Brysca Rent Car, said: "Google AdWords is great for small business owners like me. My business has expanded tremendously these past years thanks to AdWords. I started only with 10 standard cars. Now I own 28 cars ranging from mid-segment models to luxurious models."
