Our latest client offers an insurance comparison service. The business requires a steady level of traffic going through their site to convert to quotes. Their online presence is cluttered with competition, so the challenge that they face is ‘how to drive high volume direct traffic to the site?’
The higher the traffic volume, the more opportunity to convert to quotes.
Large spending competitors such as, Go Compare, Confused.Com, Compare The Market, and MoneySuperMarket, means our client’s activity needs to be tactical. The larger brands have helped our client by educating consumers on the benefits of Price Comparison Websites, allowing us to focus on delivering cost-effective quotes at large volumes.
As we identify strengths and weaknesses within the airtime, we optimise in campaign to continually improve the Cost Per Quote. This was complemented with a weekly optimisation client meeting, to agree future strategy. Tracking the responses with attribution software enables us to report every aspect of airtime performance at a granular level.
The 30” creative was produced with a repetitive element to enforce the main messages of the brand. The animated Ad uses a private detective as its hero. He needs to find cheaper car insurance and is prompted to try our client.
With continuous tracking and optimisation, we reduced the Cost Per Quote in several areas.
This data gave the advertiser confidence to increase budgets for another two bursts of activity. The activity also provided insight into the strength of the creative used. We subsequently produced a further two creatives to deliver the messages to varying audience profiles. The first Ad was efficient at driving older male responses, but this meant that female bias channels/programmes underperformed. The new creatives bridged that gap and allowed performance on some of the weaker channels to improve.