Insurance agent case

Problems need to solve

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Task

Task and project description

An insurance agent of the company X addressed our company 1MDE and asked to estimate his growth potential of sales in the Internet.

Input data – to buy affiliated ad from Company X to advertise company X’s products is suspiciously expensive and low effective, as such advertisement is available to other insurance agents as well. And it’s not unique in all available advertising forms.

Till the beginning of co-operation the Agent generated leads, by buying them on the platforms- aggregators for 50$/lead.

 

Briefing
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Strategy and goal setting

We developed a strategy for hypothesis testing and conduction of experiments for the definition of the most effective channels for sales in the Internet.

We set a goal – to receive a maximal number of conversions in the framework of a fixed monthly budget from each of the available channels.

 

Analysis
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Work

Instruments and limitations

Official Agent’s site and official Facebook page.
Advertising channels:

  • Facebook
  • Adwords – search
  • Adwords – GDN.

The efficiency was estimated by:

  • A call (lead)
  • A message to the Facebook page (lead)
  • An average conversion % from all site visits (lead)

Results (3 months)

  • Facebook:

1300 link clicks for $0.93
23 leads (messages) for $12.32

  • Adwords:

272 calls for $4.50
210 link clicks from the search system from the ad for $3.36
858 link clicks from GDN for $0.50

Results and scale up

ROI (3 months): 155%

Lowering the average cost of lead attraction for the client by 11 times (!)
From $50/lead to $4.5/lead.

– the cost of lead was
– the cost of lead became

Growth potential

$1 000 investments – $2 500* earnings
$5 000 investments – $12 500* earnings
$10 000 investments – $25 000* earnings

– investments
– earnings

*without account of expenditures for the client “managing”, is discussed at person, depends on the ad budget

Results and conclusions

These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled

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Result
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