Entering 'car rental' into Google leads to approximately 30 million hits, all of which look alike. Sixt, one of the largest car rental and leasing companies in Germany, was looking for a new way to improve their keyword advertising in order to distinguish their entries in the result lists of search engines from those of their competitors. We used a simple but effective way to solve the problem: ASCII art. For the first time, Sixt keyword ads no longer show only words, but also ASCII pictures of cars. In the lead-loaded environment of search engine result lists, the Sixt adverts are highly visible and clearly distinguishable from those of the competition.
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