InsuranceMarket.ae is an insurance comparison and purchase service in the United Arab Emirates (UAE) – with a goal of becoming one of the leading companies in their industry.
Through subtle updates of their creative banners and efficient use of Match2One’s sub-account capabilities, their campaigns were managed incredibly well in real-time.
The result: over one hundred million ad views, an exceeded CPA goal and thousands of insurance purchases.
InsuranceMarket.ae is a digital-first insurance broking and advisory service for all types of retail and commercial insurance – specialising in car insurance.
Launched in 2010 by the renowned AFIA Insurance Brokerage Services, the platform is a place for people to compare and buy different types of insurance across the UAE, from leading insurers.
The company was primarily looking to drive more exposure to their business across the web.
Being a platform that provides services in several areas, this presented a specific set of objectives;
- Segment campaigns based on the type of service advertised (e.g. car, travel, home)
- Extensive testing of ads in a variety of sizes and designs
- Geo-specific targeting in high-quality publications across the UAE
- Meet specific targets regarding CPA and CPM
To achieve their goals they hired the services of Momentum Inbound Marketing who performed multiple data-driven experiments to see how InsuranceMarket.ae could best adjust its marketing strategy – this led them to Match2One.
Using Match2One’s sub-account features, Insurancemarket efficiently split up their campaigns across different segments.
In just a couple of days, hundreds of their banner ads had been uploaded to their creative studio with several campaigns already up and running.
They followed the platform recommendation of having at least five ad versions (for all ad sizes) to ensure that they had enough variations for the algorithm to test their ads.
Although they released combination campaigns, they shifted their settings to mostly prospecting new customers – in order to get the exposure they were looking for.
CLARA optimised their ad buying with great results, nearly halving their CPA (Cost Per Acquisition) target in just a few months.
The company tracked where their ads were shown through the Publisher Website Performance tool and found that their greatest success came through regional news and email sites.
Finding the right sources and audience was key.
Adding their very high Google rating to many of their banners also helped bring in more business. The stars act as a testament to the reliability and service of the company and increase the authority of the message.
It’s a tactic that has worked extremely well for InsuranceMarket.ae, and their impressive 8000+ conversions reflect that.
Ensuring that there was a “message match”, was also an important part of InsuranceMarket.ae’s programmatic strategy.
To improve conversions, they aligned their banners with the top fold of their landing page – so that the design and message was a seamless transition for the visitor.
A click on the ad would take visitors to a lead generation landing page – which was also A/B tested. Here, behavioural analytics tracking tools on the landing pages were implemented to track user behaviour as part of the company’s Conversion Rate Optimisation (CRO) strategy.
Their CPA decreased heavily over time, and by A/B testing and tweaking their ad creatives according to performance reports, they gave themselves that extra push in the Middle Eastern insurance market.