The Role of Search Engine Marketing: the case of Hertz Ride

With the generalized use of the internet to find something, the instinct is to do a quick search on a search engine every time someone wants to know more about something. Companies are aware of this and are trying to take advantage of this occurrence through the use of search engine marketing, the internet marketing method that aims to achieve more visibility in search engines, either by getting more organic traffic or paid traffic, to bring more users and focus on return on investment. This report results from an internship at Hertz Ride, an international company based and founded in Portugal, which provides premium motorcycle rentals and tours. The main objective of the internship was to support the Marketing and Sales department, either on marketing tasks, especially those related to digital marketing, or on sales tasks, especially those related to the management of the B2B client’s portfolio for Portugal. Going over a literature review concerning customer insights, digital marketing, customer relationship management, e-WOM, search engine marketing, and search engine optimization and pay-per-click advertising, followed by an extensive description of the company’s products and processes, it was possible to analyze the company’s digital marketing strategy and the impact that search engine marketing has for the company.