Challenge: Insurance is a phenomenally competitive industry within South Africa and, as a result, Adwords keyword bids within this field are incredibly expensive. Other insurance companies have built up stronger, trusted brands with greater presence and are better known in South Africa. Ultimately, Prime Meridian wanted to maximise conversions and attract new customers.
Solution: We decided to target people at different phases of the buying cycle by focusing on both generic and branded keywords in order to build awareness and gain maximum reach. Through granular optimisation of the account over time, we selected the best performing keywords and match types which assisted with bringing down the cost per acquisition. As the account matured, we moved further away from expensive broad match types and increased our ‘exact match’ impression share, which helped with relevance and to bring click costs down.
We used dynamic keyword insertion to improve ad relevancy. We targeted all touch-points to further enhance brand visibility. We implemented strategic day parting rules for our account, thereby capturing the ‘most likely’ to convert audience and getting the best return possible from our ad spend. We used extensive testing, with additional relevant ad extensions included around the ad. We created optimised responsive landing pages for maximum conversion.
Results: 44% increase in clicks from Oct 2012 to Aug 2013. A substantial increase in the click-through rate was achieved. 11% overall conversion rate in Aug 2013. 199% increase in conversions from Oct 2012 to Aug 2013.