The insurance industry is a largely saturated space with high competition. The main goals of the project were to:
The digital advertising strategy included a combination of contextual, demographic and competitor keyword targeting to identify the audiences that were most relevant.
Recency retargeting was used to re-engage users who had demonstrated the highest rates of purchase intent.
Campaign elements were optimised by site, creative, ad unit, time-of-day and day-of-week to maximise ROI and achieve low CPA.
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