GoShorty is a supplier of a range of niche insurance products. They focus on non-standard vehicle insurance ranges. This includes temporary car insurance that covers drivers for between 1 hour and 28 days. It also includes temporary van insurance and learner driver insurance. These are products that are initially seem to be in a similar niche, but have very different customer personas and buyer journeys.
As a result, GoShorty needed to create a marketing plan that enabled them to reach the wide range of potential site visitors, in a range of different ways. They already had a website that they were satisfied with the design of. However, they wanted to make more of it, and broaden the range of content and information on the site.
GoShorty wanted to break into the competitive niche insurance market. They knew that there was room for another provider – particularly in regards to short term car insurance. They planned to simplify the process of finding and purchasing an insurance policy, and wanted to make their marketing help this process along. This would be achieved using a combination of methods. We focused on search queries, both paid and organic. We used Google PPC advertising to create an initial quantity of leads for the site, with the intention of slowly increasing the number of organic visitors to the site.
Together with GoShorty, we identified a range of keywords that were relevant to their site, and reflected the sort of search queries that they might be hoping to attract. Then, we decided together which keywords would be prioritised for PPC, and which would be less prioritised. The higher priority keywords were terms that the site needed to rank for quickly, and as such, we needed to use PPC to make sure that those terms were being accessed. We did not need the lower priority terms to rank as quickly, and as a result we could afford to use content marketing and organic SEO for them. As a result, we had to split our focus. Around half of our time was dedicated to setting up and maintaining a series of PPC campaigns for GoShorty’s various products.
We have seen a range of different results for GoShorty over the initial 8 months of our work with them. Our PPC campaigns lead to the number of leads increasing 10 times in 8 months. We consistently maintained the desired CPA over that period of time.
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