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Go Travel Insurance homepage
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URL: http://www.gotravelinsurance.co.uk
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Key Industries:
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Key Sectors:
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Go Travel Insurance
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Go Travel Insurance has been successfully selling travel insurance online since 2000 and have been generating over 8,000 daily visits to their site.
Brief
Go Travel Insurance wanted increase traffic to their website. Brand building was a key factor for Go Travel Insurance’s success. The overall goal was to achieve incremental sales increases for Go Travel Insurance while protecting Drakefield’s other brands’ goals (which I Spy Search also manage). The client set a tight CPA target to achieve.
Strategy/Execution
Before I Spy Search and Go Travel Insurance started working together in June 2007, increasing traffic and conversions on the site was difficult. We trialled several bid management tools to best identify user journeys. We were able to immediately pinpoint conversion journeys at keyword level & identify under-performing keywords. We built a comprehensive understanding of Go Travel customers’ mindset and behaviour which informed the campaign strategy. We pushed for incremental volume intelligently and cautiously in order to meet CPA targets.
Results
Sarah Taylor, Online Marketing Manager for Drakefield Insurance said,
“I Spy Search developed a comprehensive campaign management strategy that works with our company goals and budget targets. I Spy Search has been able to achieve increases in sales across our brands and keep the CPA within our limits.”
Sarah Taylor, Online Marketing Manager for Drakefield Insurance
Key highlights
- Within two months working with Drakefield, CPA was in line with Drakefield’s KPIs and generated high levels of sales
- 36% decrease in CPA
- 17% increase in orders
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