Royal London: Market share goes from 2% to 13% with device-specific ads

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

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...

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