YOU GO DIGITAL – CASE STUDY
Short Term Insurance Paid Search & Display Remarketing
Sep - Nov 2020 - vs 3 months prior.
CHALLENGE = THE PROBLEM
The insurance vertical is one of the most, if not the most, competitive vertical out there.
Further to this, our client only offers their services to people deemed “professionals” which means they had to have studied and obtained a degree in order to qualify.
There is no way to target these users without also targeting users who “aren’t professional” as this cannot be determined purely by how they would search.
GOALS = THE OPPORTUNITY
Increase Lead to Sale
Post Google Ads conversion rate was at 2%.
Increasing quality of the leads while also increasing quantity.
THE SOLUTION
Taking into account the additional layer, the campaigns were planned with an important audience
overlay. This allowed for the use of audiences to:
- Interact with users who have interacted with the business in the past
- Block users who have not qualified in the recent past to reduce budget wastage, and;
- To find users who are similar to those who have qualified in the past.
Over and above this, an advanced keyword & negative keyword strategy was implemented to ensure a
reduction in inter account competition, while competitiveness in the right areas was driven by
bidding strategically and “boxing smart” where required.
Additionally, Google Display was utilised to ensure an increase in upper funnel activity & awareness, which resulted in an increase in performance & brand awareness, which was important with this brand not being one of the traditional heavyweights within this industry, and budget being more limited.
With budget wastage being limited and the focus shifted to where it mattered most, the account was scaled gradually to allow for a sustainable increase in quality & performance.
THE RESULTS
Post account takeover, we saw the following improvements when comparing our first quarter vs the prior quarter
The Google Search CTR & Conversion Rates increased significantly, which speaks to the increase in quality and relevance from a Google Ads standpoint.
* Per our client feedback 2% to 30%, by the 4th month of following this approach, which highlights the increase in the quality of the leads being generated.