How A Leading Insurance Company Used Targeted Content to Reach Consumers Across Multiple Regions
The Objective
Drive qualified traffic to the brand’s website to initiate engagement on site, resonate with the users, and increase brand awareness around various financial services and offerings for specified geography branches. This campaign ran for over a year.
The KPI for this campaign was measured Click-through-rate (CTR) per geo market.
Strategic Approach
Bidtellect’s client services team paired unique Native creative units with each specific article landing pages to help generate awareness around multiple product offerings (life insurance calculator, sign-ups, consulting, insurance tips, quote info, agent consultation, etc.) This allows the user to be exposed to the brand’s vast amount of offerings and expertise via editorial hosted content, as well as initiate site engagement.
This campaign used unique creative units per each piece of editorial content landing page in order to create the best user experience. The creative followed the Native best practices, for example: listicles, how-to (offer to educate), compelling headlines, bright, colorful, eye-catching imagery and a call-to-action (in description).
Targeted Audience
- Geo: AZ, IA, KS, MN, NE, NM, SD, UT
- Contextual Audience: Families, Finance, Tech, Consumers interested in increasing insurance knowledge and financial resources
The campaign consistently performed above the .23 CTR benchmark.
CTR
Average: .29%
Time on Site
Average: 89 seconds
Page view per Visit
Average: 1.10
Bounce Rate
Average: 18%
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