Initially, the main focus of advertising activities was put on Google Ads search campaigns and search remarketing. The goal was to attract a great number of users who were willing to fill in an insurance application form or make a call after the first visit to the website.
So we chose the right keywords, thoroughly edited negative keywords lists, created advertisements and added all available extensions. Google Analytics and Google Tag Manager were used to track the efficiency of the advertising campaigns together with Google Ads Phone Call Tracking to monitor phone call requests.
After thorough analysis of geo-targeting, we excluded the states and cities with bad results in terms of traffic and conversions. In a highly competitive American insurance market with the constantly growing cost per click, we succeeded in increasing the number of requests from contextual advertising, improve the site’s traffic quality and decrease the cost of insurance application.