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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in