Overview
Local Insurance Broker
- Small Local family run insurance broker
- B2B & B2C products.
- Struggling to gain leads online amongst a competitive market.
- Wanted to focus on leads over brand awareness for Q1 of 2019
- Previously used display as a cheap form of traffic to their website but noticed little conversions
Strategy planned in December to start in January. December is a low month for insurance which is why this decision was taken.
Their Challenge
Getting high quality traffic through their website
Generating the right traffic to the site (and also right location on the site). Previously used paid display advertising with no success.
Website didn’t have bespoke PPC landing pages
When driving traffic to your website through specific targeting you want the landing page to reflect that. However this client had only their generic website and while the site was good, the content would need adjusting depending on their targeting
Our Solution
Landing Page Creation
- Create Bespoke landing pages per product. This increases quality score from google.
- New landing pages to have more call to actions. Telephone or form call back. More options for the customer when they hit the landing page
PPC Account Structure
- Setting up individual campaigns by products with ad groups split out by different keywords within those products.
- Using Audience targeting. This will access a smaller pot of people however are more likely to convert and due to the lower budget in the industry this is the way to go in order to generate leads
Results
Increase lead volume for all products.
The client saw and increase in all products that have been advertised. The new landing page was driving a much higher conversion rate. With optimisation between January and February we also saw conversion rate jump from 23% to 31% month on month. (Largest product increase. All products increased by at least 2.5% points)
Acceptable Cost per lead.
January saw a successful month with all products bar one hitting the targeted cost per lead. After adjustments made to the landing page through our optimisation saw all products increase their conversion rate and in turn decreased their cost per lead to below targeted.
For further insights and guidance on effective marketing strategies, we invite you to explore our blog at 07hm.co.uk/blog. Here, you’ll find a wealth of information tailored to the needs and challenges of SMEs navigating the digital landscape. Additionally, if you have specific questions or need personalised advice, don’t hesitate to reach out to us via email at info@07hm.co.uk or telephone on 01702 410663.
