Case study: Digital retargeting campaign converts leads into sales

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At the start of the year, a leading specialist insurer approached performance marketing company Clash Group for help driving requests for quotes and sales of their small business insurance across the States. This case study looks at how the retargeting digital campaign drove 29,000 individuals to click on the ad over three months.

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Sector: Financial, Insurance | Country: US | Agency/partner: Clash Group | Objective: brand awareness and favourability | Format: Media buying, Display |

Of this, 1% reached the small business health insurance registration page and, significantly, 73% of these – many of whom responded positively to retargeted ads - reached the point of requesting a quote and an impressive 34% completed a sale. With 'Obamacare' turning the US health insurance marketplace increasingly competitive, the campaign successfully helped Clash Group's client to cut through the noise, leading them to continue the campaign into Q2.
The campaign was pushed out using DSP and retargeting technology. Semantic targeting was used to locate hot-leads and individuals were retargeted based on their historical and behavioural data.

Competitive market demands competitive players

At a time when the Affordable Care Act, or Obamacare, is creating an increasingly competitive health insurance marketplace in every US State, a leading specialist insurer offering small business insurance available to buy online in real-time, needed to drive requests for quotes and sales. They opted for a digital campaign, incorporating a 6-page submit process and achieved impressive numbers for their conversions.

Target the decision makers

The objective was to generate nation-wide leads from small business decision makers. The solution was a fully targeted web-based advertising campaign pushed out using DSP and retargeting technology. The web-based nature of the campaign was ideally suited to target individuals who preferred to request a quote via an online form as opposed to over the phone. And the results driven nature of the campaign was complemented by Clash Group's pay-on-result-only approach.

Cutting-edge technology driving campaign forward

Using semantic targeting, ads were published on relevant sites such as online business publications. Individuals were then retargeted based on their historical and behavioural data.
The campaign was continually optimised by tracking the click-through-rate of ads hosted on different sites then honed based on these metrics. And, retargeting pixels on each page of the online quote request form meant that individuals who began to fill it out but abandoned it before completion could be brought back.

Retargeting key to exceptional results

Over three months, of 29,000 individuals who clicked on the ad, over 1% reached the small business health insurance registration page. Of these, 73% of individuals – many of whom responded positively to retargeted ads - reached the point of requesting a quote and 34% completed a sale. Following the exceptional results driven by the campaign, the insurer opted to extend it for another quarter.

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