More Th>n: Paid & Natural Search campaign efficiency improvements



THE TEAM • Philip Tiley, Andrea Capurso.Alan Fung, Michael Jennings, Chris Camachio, Robert Green, Mark Raymond, Rik McNicoll.

Other contributors: Starcom Media Vest — PPC Agency, iCrossing — SEO agency.

WHAT IS WONDERFUL ABOUT THIS WORK? • We made two strategic changes for search: a new PPC agency and a results-driven payment model for SEO. We saw ‘Car Insurance’ rise as high as first position in Google, with home and pet insurance in the top five. We've seen a 51% reduction on in-brand PPC spend and generic PPC costs reduced by £263 per sale.

OBJECTIVES • Support brand awareness through a page one presence in for our core search terms. Achieve profitable non-brand SEO sales for core products. Reduce acquisition cost for paid search. Deliver YOY growth in home, pet, travel and life. Maintain YOY motor sales at a lower cost per sale.