CASE STUDY OVERVIEW
TRADE DIRECT INSURANCE
PPC SERVICE PROJECT
Trade Direct Insurance are a brand within the Keliher Insurance Group, founded in 1986. They were named in the top 100 independent brokers in the UK by Insurance Age in 2020, and seen some big growth in recent years.
THE CLIENT BRIEF
Trade Direct Insurance was in a transitional period when we began work on their PPC accounts. A fresh new website had been launched but was not performing as expected, especially within search engines. Our task was to overhaul the ad accounts with a fresh perspective and build it into a more profitable machine.
Sales targets were not being met most months online, so we had a big challenge to bring these inline, and excel past them in a short timeframe.
When we assessed the Trade Direct ad account, we found that the account structure had not been changed for a long time. This potentially resulted in a lot of winning keywords being disregarded over the years. The structure had a lot of room for improvement – we needed to overhaul this to set it up for expansion into niche areas within core insurance products.
The initial phase was to rebuild the entire account structure from scratch. Using a combination of findings from our audit, market data and historical data within the account, we created a structure with long-term growth and sustainability in mind.
Aside from the structure, there were many features that were not being utilised that Google Ads offered. This had to be a phased rollout to carefully manage the cost per acquistion. Over the course of 12 months, we introduced a multitude of new ad revenue streams into the account.
Refining and Testing
In the insurance industry, the search market is vastly competitive. Intensive keyword mining, testing and refining of ad copies, schedules, extensions and more were necessary to adapt and thrive amongst the competition.
WHY THEY CHOSE CRESCAT DIGITAL
The scale of work required and the level of collaboration, flexibility and diligence led Trade Direct Insurance to choose us for this account. We are fortunate to have the expertise without the large agency red tape to cut through. This allowed us to be an extension of their marketing team and work extremely closely with them to achieve ambitious goals.
The results since we have started working with Crescat Digital have been remarkable
18 months after taking on the account for Trade Direct Insurance, we have seen 3 record sales months in the company's history. These have been predominantly driven by our work on the PPC, showing a YOY sales increase of 236.23% through paid search (based on a one-month sales snapshot).
The quality of the sales premiums was higher within the account also, with the revenue from paid search increasing 290.95% YOY in the same month. These results were evident from around the 10-month mark of our account restructure and rebuild, and it continues to go from strength to strength.