If Commercial: Using effective bidding to reach potential customers
Precis started the collaboration with If and took over their Finnish paid search activities (Commercial & Private insurances) in February 2020. Their aim was to increase and maximise their lead generation on paid search while keeping the cost per lead at the target level.
70%
Increase in leads
70%
Increase in leads
5%
Decrease in cost per acquisition
5%
Decrease in cost per acquisition
60%
Increased click through rates
60%
Increased click through rates
Precis started the collaboration with If and took over their Finnish paid search activities (Commercial & Private insurances) in February 2020. Their aim was to increase and maximise their lead generation on paid search while keeping the cost per lead at the target level.
In order to achieve this goal, Precis restructured the Google Ads account and optimised the account performance by creating different bidding portfolios for different insurance products. In addition to that, Precis helped to create new relevant ads while maximising the lead generation with the target cost per lead.
Strategic bidding
By using the target cost per acquisition Smart Bidding strategy we were able to maximise leads while keeping the account average cost per lead at the business target level.
Bidding portfolios
By creating three different bidding portfolios, based on priorities, we were able to split the insurance products into different performance buckets with customised cost per acquisition targets. This approach made it possible to easily react to the performance changes by moving the insurance products between the buckets and by changing the targets when needed.
Account structure
Precis changed the Google Ads structure according to the Precis best practices and made the ads as relevant as possible to the search query in collaboration with If. With this approach, we were able to give different product groups the right targets and reach the relevant customers for If Commercial.
We really appreciate the collaboration with Precis, especially how they demonstrate great knowledge combined with constant proactivity – which has been a major contributing factor to the positive performance we've seen.
Nils Firpo
Nordic SEM Specialist
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