Integrating Search, Display and Email to Acquire New Customers
IMPAQT Case Study: Financial
A leading US insurance company faced a drastic increase in competition within the auto insurance market. At the time, they were tracking all online programs at a lead level and were using cost per quote as the main criteria in making advertising decisions. Also, their banner advertising and Paid Search efforts were run in silos, with no data being shared across the two programs. The company realized these strategies were holding back their competitiveness and wanted to improve their methods across all online marketing channels to drive new policy customers. They brought IMPAQT on board to increase the efficiency of their Paid Search program and to enable smarter keyword buying decisions for core auto insurance terminology.
QUESTION:
How could IMPAQT help the client make its Paid Search program more efficient and make smarter keyword buying decisions?
REVELATION:
IMPAQT found that the client had reduced spending for core upper funnel keyword terms because their cost exceeded the targeted cost per quote generated. Due to their lack of presence in the upper funnel terms, the client saw a significant slowing for growth from searches on their brand name. After analyzing the client's other online marketing channels, IMPAQT identified that there was a measurable shift in searches for the company's brand terminology while banner ads were running, but those searches were converted into sales at a lower than average conversion rate.
Because IMPAQT used data to prove the important relationship between online channels, we were able to work with the client to establish a marketing methodology that incorporated Paid Search, display, and email. First, we developed tracking to report on visits, quote started, quotes, and policy acquired. Then, an email marketing program was created to follow up with potential customers for successive periods of 48 hours, 5 days, and 30 days after quote initiation or completion. Finally, IMPAQT created a forecasting tool that incorporated success rates from Search, display, and email to provide a complete view of where to allocate the client's budget.
The IMPAQT:
Our customized tools and solutions to connect online marketing channels helped the client attain a 218% increase in policies issued through Search in the first year.
Outstanding customer service was key to the success of this campaign. Find out what type of customer service your vendor should be providing and why.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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Integrating Search, Display and Email to Acquire New Customers - IMPAQT Financial Client Case Study