Norwich Union Direct

: : Background

Norwich Union Direct is one of the UK's leading insurance providers and has been using MIVA for 4 years.

: : Campaign Objective

Norwich Union Direct wanted to drive cost-effective, targeted leads to the 3 key areas of their site. To do so, they listed their site on MIVA, world leaders in performance based marketing.

: : Campaign Strategy

3 differentiated campaigns designed to drive highly targeted traffic to 3 different areas of the site: home insurance, car insurance and travel insurance.

Titles:

All 3 campaigns contained promotional messages in the title of their listing.
E.g. 'Norwich Union Direct, save 10% online.'

Keywords:

A mixture of targeted and generic keywords was employed. Generic, e.g. 'home' and 'travel' for branding. Targeted, e.g. 'building content insurance' and 'annual holiday insurance' to drive targeted users at a lower CPC.

Deep Content URLs:

Directing users straight to the relevant sections of the Norwich Union Direct site instead of the homepage, ensuring higher conversion rates.

MIVA's Auto Bid Management:

Norwich Union Direct used MIVA's Auto Bid Management tool to increase their ROI. The tool allowed them to choose their desired position in the top 5, cap the bid price, and maintain their position at the lowest cost by setting their bid 1p above the next positions bid.

: : Results

'Click to Quote' Conversion Rate.

50%+ for travel insurance
40%+ for car insurance
40%+ for home insurance

: : Client Quote

'MIVA represents one of the top sources of CPC traffic for Norwich Union Direct.'

Steve Genders, Head of E-commerce, Norwich Union Direct