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Aditya Birla Sun Life Insurances drives 15% incremental quotes & maintains Absolute Top

Challenge

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 the cost of acquisition for ABSLI.

Approach

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.

“Optimized bid strategies helped our team extend beyond the scope of traditional competitive intelligence and uncover new opportunities of connecting with customers who require life insurance products and benefits. The results speak for themselves and we are glad to be a part of this success story with Aditya Birla Group.”

Anubhav Sonthalia

Chief Executive Officer

 

Results

15%
Incremental Quotes in one month
36%
Lower cost per lead
7%
Increase in absolute top impression share served with 15% additional leads

Keys to success

Implemented target impression share strategy
Optimized advanced bid strategies

Discover how we did it. Contact us today.