UNION is part of Achmea, a leading private insurance company based in the Netherlands, with a customer base of more than 10 million insurance customers. The client approached us to optimise the company’s ads for search engines, just before the peak season would begin.
Insurance companies are one of the most competitive markets in the world. Clicks in paid ads are super expensive, there is a lot of competition and customers are picky when they compare insurance companies.
We kicked-off the process with a full audit of existing paid advertising campaigns. We found out that the ad copy was weak, a bad attribution model was chosen as well as an inappropriate bidding strategy. Mostly we recommend choosing a data-driven attribution model.
We improved the ad copy and increased the click-through-rate (CTR) of the advertisements, as well as the impression share. After we tested individual bidding strategies, we changed the attribution model to a data-driven one, which resulted in a decrease of conversion prices. We deployed new scripts in Google Ads and advised our client to switch to Google Search Ads 360, which is an effective Google tool for big clients.
An increase in conversions by 13% was achieved in the first year, while focusing primarily on offensive keywords, instead of brand keywords.