Royal London: Market share goes from 2% to 13% with device-specific ads
Agency: Royal London
Royal London wanted to increase over 50s life cover sales and market share through paid search. It needed a digital search acquisition strategy to drive growth in web sales by 40%, and at the same time decrease CPAs by 30%, as well as reduce paid advertising spend by 10%.
Strategy
When users searched for over 50s life insurance, regardless of their device or decision-making stage, they'd be served bespoke ads.
Royal London didn't target keywords, it targeted individuals, and rebuilt and restructured constantly to make...