If you walk through the center of Burgh-Haamstede, you will undoubtedly recognize them by their distinctive big yellow logo. During the summer, they rent out many bikes to tourists, but locals also know how to find Bouwman.
However, it is somewhat quieter in the spring than in the summer, mainly due to the lower number of tourists. For this reason, they wanted to generate more visibility in the spring, from March to July. This led them to the next question presented to us:
How can we increase the number of bicycle rental requests in the spring?
Before we deploy the most appropriate channels, we always start with keyword research. This allows us to understand what people are searching for and what channels we should use to reach this target audience at the time they perform a search.
Among other things, we found that the keyword "bicycle rental in Burgh-Haamstede" was searched 390 times in March, 590 times in April, 880 times in May and 1,000 times each month in June and July.
By understanding these specific search intentions, it became clear to us that there is a demand for bike rentals. Now it is up to us to leverage this search behavior and convert it into website visits for Bouwman.
When people search for bicycle rentals in Burgh-Haamstede, Bouwman must be visible. We chose search engine advertising (SEA) because the website had not yet reached a high position through search engine optimization (SEO), resulting in insufficient clicks.
Before we started advertising, we made measurements for the quote form, clicks on the phone number and clicks on the email address. By importing these measurements into the Google Advertising account, we were able to determine exactly how much each dollar invested was earning us.
Also, these measurements allowed us to adjust the algorithm so that it understood what was important to us, in this case quote requests for bike rentals. This allowed us to experiment based on data and determine what worked and what didn't.
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