Swapalease.com
Case study : Swapalease.com : www.Swapalease.com
Business
It was among the first companies to handle car lease transfers online, and today Swapalease.com is now one of the largest car lease assumption marketplaces in the world. It receives 300,000 unique visitors monthly and has successfully transferred more than $500 million in automobile leases since its founding in 1999.
"Some people want to get out of their automotive leases without penalties, and some people want to assume short-term leases," explains Swapalease Executive Vice President of Operations Scot Hall. "We match supply with demand by providing a large online classified ad system of leases to be transferred and we handle the logistics of making the lease transfers happen expeditiously."
Approach
"With AdSense, Google takes the work out of selling and delivering ads." Scot Hall |
As an online marketplace, Swapalease discovered early on that search-based advertising using Google AdWords was a great way to drive traffic to the site and help convert customer leads to sales. When the Google AdWords team suggested Hall might substantially augment his revenue with relevant ads from Google AdSense, he was interested.
"Our site follows the 90-10 rule, with 90 percent of traffic landing on 10 percent of the pages," says Hall. "We reasoned that our most visited pages would be a good place to deliver ads that meshed with the site content. And, we welcomed the additional association with the Google brand—it gave us a lot of credibility."
Results
After signing up, AdSense ads immediately comprised of 40 percent of Hall’s online revenue, without requiring a dedicated ad sales staff. "With AdSense, Google takes the work out of selling and delivering ads," says Hall. "Google really takes care of the details." After making only slight adjustments to ad size, format and placement such as ensuring that ads appear "above the fold," Hall was earning 75 to 80 percent of his online revenue from AdSense.
Hall is choosy about how his site appears and says he doesn’t "want to overdo it" when it comes to online advertising. He’s found the right mix of quality, relevant ads using AdSense, and makes smart choices about where he delivers them. Hall also appreciates the ability to block competitors’ ads to maintain the Swapalease brand and keep customers loyal. "The right partners advertise on our site," says Hall. "This helps ensure that AdSense ads are useful to visitors, and that nothing detracts from our business success."
As a next step, Hall has signed up to display video ads from Google AdSense, and he’s looking forward to the possibilities. "When Google comes out with something new and exciting, you know it’s important to take notice," says Hall. "That’s how we feel about video ads, and about Google in general."
About Google AdSense
Google AdSense is a program enabling online businesses to earn revenue from serving ads precisely targeted to specific web content and search pages. With service levels ranging from online sign-up to dedicated support management, a broad range of sites profit from AdSense. Thousands of Google advertisers also benefit from AdSense by gaining exposure on sites across the Google Network, which includes many of the Top 100 Media Metrix sites such as AOL, About.com, Amazon, Ask.com, and Lycos.
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