Campanie
General Information:
Strategic approach:
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About the client Allianz-Tiriac is part of the Allianz Insurance Group and is the leader of the consolidated insurance market in Romania. Allianz-Tiriac offers a variety of products such as Auto, Home, Life, Health, and Travel insurance. In the past three years, the company has continuously worked on process digitalization, and for the majority of products, you can use their website to buy insurance in up to 15 minutes. More than that, you can file a claim 100% online. Business challenge The local insurance market is very dynamic and we face fierce competition from global companies such as NN Group, Generali, and Vienna Insurance Group. 1. The first business challenge is to scale and streamline the Paid Search activity. With five different insurance products and different offers and attributes for each product, we need to optimize and streamline our process, from implementation up to management, optimization, and reporting. 2. The second business challenge consists in improving business results considering the very cluttered digital advertising ecosystem. All our main competitors are using Paid Search as their core channel for generating quality conversions but we are also competing with insurance brokers that are bidding on the same keywords. Therefore, we are looking at improving our cost per acquisition, and conversion rate but also keeping CPC and CTR under control. Approach: The majority of brands or agencies are using the Google Ads platform to execute and manage Search campaigns. This is the gold standard when it comes to Search campaigns but there is another platform designed for complex / enterprise campaigns. This platform is Search Ads 360 (SA360), the premium Google's platform. Search Ads 360 offers more advanced and centralized management features for large-scale advertising campaigns compared to Google Ads. It also requires trained specialists that can work on the platform since is quite different than Google Ads. Starting from our business challenges, our goal was to use Search Ads 360 capabilities and advanced features to prove we could improve results and have a direct impact on client's business challenges and objectives. 1. Increase conversion volume while keeping the same quality standard ( conversion from lead to acquisition) 2. Streamline campaign management by using SA360 machine learning and demand forecasting (budget forecasting, conversions forecasting, budget plans, rules, labels) 3. Enhance our bidding strategy using auction-time bidding. 4. Focus on Data-Driven Attribution for understanding the real campaign impact across the conversion funnel As for the KPIs we are tracking, we had clear goals: - Avg. CPC - max. 0.35 EUR - Cost per Lead - max. 0.75 EUR Lead = micro-conversions & conversions Micro-conversions consist of all steps of the acquisition process (up to 10 steps). - Conversions - My Car - min. 4.000 conversions / week - Conversions - My Home - min. 2.000 conversions / week |
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