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Brief
Gravytrain has worked with Quotesearcher for a number of years. In August of 2010, following the successful migration to a new business model, Gravytrain was tasked with integrating the new business objectives into the paid search campaign with the aim of lowering the average Cost per Click (CPC) and Cost per Acquisition (CPA), while increasing the volume of leads generated through PPC.
Strategy
The PPC account covers a wide range of insurance products, such as Taxi, Motor Trade, Landlord and Caravan insurance. The challenge for Gravytrain was bringing in a large number of leads for each insurance type, whilst always maintaining that the Income per Lead (IPL) is greater than the CPA.
As with every PPC account, a big part of the strategy is testing and refining keywords, adverts and landing pages. However, with the Quotesearcher account the main focus revolved around the actual profit margin of each lead generated.
Every time a lead is generated on Quotesearcher it is sent to a number of insurance partners, who purchase the lead. Because these insurance partners only accept leads at certain times of the day (usually Mon – Fri 9am – 5.30pm), Quotesearcher can send certain leads to more partners than others and therefore make more IPL for some leads.
Execution
Gravytrain successfully made use of the CRM data from Quotesearcher to devise a successful ad-scheduling routing, which altered keyword bids to be higher and gain more leads during the most profitable hours for Quotesearcher.
Results
Over the last 12 months Quotesearcher has seen a huge growth in the number of leads generated through PPC, whilst the CPC has been reduced and the CPA has remained stable and profitable.
If we compare September 2010 to August 2011, we can see that the number of leads generated through PPC has risen by a massive 89%, from 2,839 to 5,360, while the average CPC has dropped by over 0.65p.
Quotesearcher is not only generating more leads but also getting them through at the right times of day, by editing the keyword bids, to make the most of the IPL. This means that more leads are being generated, with a higher profitability.
Growing the number of conversions is an aim for all PPC campaigns, but it is crucial to increase conversions while maintaining a profitable CPA. With the Quotesearcher account Gravytrain has been able to hugely increase the number of leads generated whilst maintaining a healthy CPA and even reducing the CPC.
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