Establishing the appeal of a niche insurance product through an integrated mix of digital and traditional media
Click to view the IMAGE | Paid Search Listings
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IMAGE | Paid Search Listings
Click to view the VIDEO | Launch TV Advert
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VIDEO | Launch TV Advert
The Brief
- To establish Tempcover as the lead provider in the cluttered temporary car insurance market, whilst also managing marketing investment for their smaller brands, Day Cover and Daily Cover
- Recommendations to include all relevant media formats, with paid search of particular importance
- To demonstrate and practice a highly analytical approach, using the latest tools and an in-depth knowledge of optimisation principles
- All activity to work back to strict cost per acquisition targets
- Establish the wide appeal of the product to a UK audience
Results
- Total re-structuring of the paid search account on commencement of appointment resulted in immediate improvements in results
- MNC’s analytical and innovative approach to paid search management has resulted in month on month improvements in click through rates, CPC’s and cost per acquisition
- Collaboration with SEO agency has ensured an integrated approach and achievement of efficiencies
- Exceptional results have resulted in the client allowing the paid search to run within MNC’s management on uncapped budgets
- TV and online display have been used successfully to drive additional policies and increase awareness of the product whilst keeping to ROI targets