How Affilired Boosted Hertz Mexico’s Direct Bookings with a Commission-Based SEM Strategy

THE CLIENT

Hertz Mexico needed to increase its direct bookings and strengthen its online presence without increasing the risk associated with advertising investment. At a time when SEM execution faced limitations in Google’s primary markets, the brand turned to Affilired to develop a more efficient, results-driven strategy.

THE CHALLENGE

GROWING DIRECT SALES WITHOUT INCREASING MEDIA RISK

The challenge for Affilired was to help Hertz Mexico grow direct bookings and improve its online visibility without increasing the brand’s advertising budget. In addition, the SEM strategy was constrained by limitations in Google’s primary markets, making it necessary to redefine the approach and unlock new growth opportunities across alternative search engines and markets.

THE SOLUTION

ALTERNATIVE SEARCH ENGINES AND SECONDARY MARKETS TO GENERATE MORE BOOKINGS

Affilired designed, launched, and managed a commission-based SEM strategy to help Hertz Mexico increase direct bookings under a risk-free model.

The Affilired team was responsible for defining the strategy, managing the campaigns, and continuously optimizing bids, prioritizing the search engines and markets with the greatest potential for volume and efficiency.

Priority on Bing and Yahoo

Affilired managed campaigns across Bing and Yahoo in all markets to capture the highest possible volume with an efficient approach.

Google in authorized secondary markets

Affilired also took charge of bidding and optimization in authorized secondary Google markets, allowing the brand to expand reach strategically where there was room for growth.

Ongoing optimization with a revenue-first approach

Campaigns were continuously optimized with a revenue-first mindset, prioritizing real business impact rather than just traffic volume.

THE RESULTS

MORE BOOKINGS AND INCREMENTAL DIRECT SALES GROWTH

The strategy delivered very positive performance across the channel. One year after the campaign launch, Hertz Mexico recorded a 93.66% increase in bookings. In addition, CPA SEM contributed to an 11% increase in incremental direct sales.

In terms of incremental sales origin, Mexico accounted for 81.63%, followed by the United States at 12.91%, Colombia at 1.72%, and other markets at 3.74%. This highlights the strategy’s ability to drive direct demand both in the core market and in complementary geographies.

TESTIMONIAL

Thanks to Affilired’s innovative strategies and their approach to commission-based SEM campaigns, we have experienced an exponential increase in our sales at Hertz Mexico. Their ability to generate tangible and measurable results has transformed our approach to digital marketing. We are delighted to have made the decision to partner with them and look forward to continued success together in the future.

LUIS ALFREDO GONZÁLEZ | Head of Project Management | JAVIER DOMÍNGUEZ SILVA | Head of Marketing & Communication | Hertz México