Skurt

Skurt drives up rental bookings by 60 percent

App-based startup, Skurt, relies on bookings to grow its car rental business. With expansion plans across the U.S., it’s now using Search Ads to build brand recognition and accelerate bookings.

Goals

  • Grow customer base
  • Attract repeat users
  • Improve brand awareness

Strategy

  • Multiple ad groups, Search Match and keywords
  • Location-based ad promotion
  • Show ads to new and existing users

Results

  • Increased bookings by 60 percent
  • Highest ROI of all paid channels

Brand visibility fuels expansion

Frustrated by the paperwork and hidden costs of renting a car, Harry Hurst and Hosh Mangel developed Skurt, an app-based car rental service with no lines and no extra fees. Simply book a car with Skurt and it’s delivered to you, ready to go.

Currently available in Los Angeles, San Diego and Miami, Skurt has ambitious plans to expand. And Search Ads is helping it grow by attracting new users right at the moment they’re looking for a car rental app.

“People download apps to solve a problem,” explains Everette Taylor, CMO at Skurt. “In our case, they’re looking for an app to book a rental car, so it’s essential they spot Skurt right as they’re ready to make a reservation.”

As part of its campaign strategy, Skurt has set up several ad groups for different sets of keywords, and carefully tracks performance and spend.

“We have a number of ad groups for branded keywords, rental car terms, and other terms related to our business, which we brainstormed together,” Taylor says. “Plus we have a separate ad group just for Search Match, which gives us search terms we hadn’t thought about.”

Skurt is showing ads to people who have already downloaded the app, as well as new users.

“When Skurt appears in search results, users will see both our ad and our organic app just below,” Taylor explains. “That’s a lot of space on the screen to reinforce the dominance of our brand.”

Currently, Skurt is using the Search Ads location-based audience refinement for the cities served by the app. As the company launches in new cities, Skurt plans to use Search Ads to attract more users.

Since using Search Ads, Skurt has seen its bookings increase by more than 60 percent, and a significant increase in the number of repeat users, Taylor says.

“Driving the number of bookings is important to us, and that metric has performed really well with Search Ads. For the amount we’re spending and the return we’re seeing, it’s been our best channel so far,” Taylor says. “Plus, we’re seeing more and more users from Search Ads who book with us once and then use us again. That’s exciting for us.”

Driving the number of bookings is important to us, and that metric has performed really well with Search Ads. For the amount we’re spending and the return we’re seeing, it’s been our best channel so far.

Max Mackey, Skurt Travel

Company Snapshot

  • Skurt, Inc.
  • Skurt
  • Independent developer
  • Based in Los Angeles, California
  • www.skurt.com
  • Founded in 2015
  • App Store rating: 4+
View in the App Store