Aditya Birla Life Insurances drives 15% incremental quotes & maintains Absolute Top Impression
Based on the insight that the insurance industry typically sees a spike in Jan-Feb-March quarter based on consumer demand, an increase in Brand search keyword bids was expected due to the increasingly competitive auction. This would have affected the overall volume of leads generated and cost of acquisition for ABSLI.
1. We recommended the client to use Target impression Share Strategy which has a new metric of an absolute top impression.
2. This strategy allowed them to maintain their impression share > 95% on brand terms during the peak season.