How BizCover is boosting search advertising success

The fast-growing insurance comparison site invests in better optimised online marketing campaigns, with exceptional results.

The highly competitive finance and insurance sector demands brands to come up with ever-more effective marketing campaigns to get noticed amid the crowd.

Which is exactly what comparison site, BizCover, decided it was going to do with its keyword optimisation strategy. The company recently integrated Marin Software’s digital marketing solution as a way of streamlining and finding a scalable solution, and has experienced better than anticipated results. 

The key issue BizCover was experiencing was doing everything manually, working across eight different products and managing keyword campaigns across each of them, head of marketing, Sharon Kenny told CMO.

“We have an extra layer of complexity because we work across 6000 different occupations,” she said. “Our biggest problem was the fact that we spent most of the time working on big volume keywords on our online SEO campaigns then spent very little time on the lower volume keywords and optimising those.

“We wouldn’t be managing those on a day-to-day basis because there were just so many of them. So really, we couldn’t get to all our campaigns as well as we wanted to on a regular basis and we weren’t managing our accounts effectively.”

Sharon Kenny
Sharon Kenny


While BizCover did consider three or four competing providers, Kenny said the decision to partner with Marin was based on the vendor’s detailed level of service and ongoing support.

“Choosing the technology provider ultimately boils down to the level of support you get and right from our first meeting, Marin brought along a service account team as well, so we knew what we were in for,” she said.

According to Kenny, implementation was seamless and according to an agreed timeline, with Marin providing ongoing support and training for the marketing team.

“It worked like clockwork,” she said. “We also had weekly meetings to follow up on progress and gain any feedback or concerns.”

According to Marin Software APAC VP for customer success, Paul Korber, one of the advantages BizCover had was a marketing team very experienced in search advertising. Embracing an automated solution to assist across channels, particularly with search, meant the brand could quickly maximise the benefits like time savings and efficiency, he said.

“BizCover could also improve performance while allowing room to scale based on our approach and recommendations to use certain features of our software to meet those goals. We trained the team in-depth on the tool to ensure they were confident to drive it and execute against the core features to achieve the outcomes they were looking for.”

The results

Two-and-a-half months after implementation, the BizCover team was better able to manage its cost per lead targets while driving up volume by 9 per cent, Kenny revealed.

“We had a number of great results. The big thing was we got a lot more out of longtail keywords and ones we weren’t using and optimising before,” she explained. “And we could manage the bidding of those better with Marin’s support.”

With the extra time saved by managing accounts more effortlessly, the BizCover team could work on identifying fresh opportunities for new campaigns and further grow accounts.

“Everything was being managed well, it really freed up my team’s time to do more analysis and explore more opportunities,” Kenny said. “We now have more time to leverage all our data and can now grow the team, which has been great. The team can spend more time using the tool and developing our accounts, which have grown substantially since using Marin.”

BizCover also experienced a 22 per cent year-on-year increase in overall conversions, which has further fuelled the business to justify spending more on search. Korber attributed the results to strong collaboration along with BizCover’s leverage of Bing and Marin’s smart sync feature, which focuses on driving performance from that search engine by automating processes.

“To achieve that year-over-year for a growing business can sometimes be challenging because anything related to insurance or finance is a very competitive vertical, so the result is no small feat,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Latest Podcast

More podcasts

Sign in