Sainsbury's Bank

: : Background

Pet insurance is now one the fastest growing insurance lines in the UK and Sainsbury's Bank is one of the UK's leading providers. Sainsbury's Bank and its agency Universal McCann Interactive came to MIVA to help drive online sales of pet insurance.

: : Campaign Objective

Sainsbury's Bank came to MIVA with 3 key objectives:

To drive online sales of pet insurance at a challenging CPA target
To run flexible campaigns to benefit from seasonal variations
To maintain high brand visibility

: : Campaign Strategy

Sainsbury's Bank understood that pet owners use the web for information and advice and therefore wanted to ensure its brand was at the forefront of consumers' minds whilst they were online. MIVA gave Sainsbury's Bank the exposure it needed all year round, so that when pet owners' insurance policies came up for renewal, Sainsbury's Bank was the first name they thought of. What's more, unlike other providers MIVA displays, the advertiser's logo next to the listing for branding purposes.

Keywords:

A mixture of generic and specific keywords were employed. Generic phrases such as 'animal insurance' drive high levels of traffic, while specific terms like 'pet medical insurance UK' drive highly targeted users often at a lower bid price, helping to keep CPA's low.

Listing Descriptions:

Our titles and descriptions were specifically designed to promote the brand and command an action by having timed promotions such as "now with 5% discount until Jan 31."

Flexibility:

We targeted the campaign around 2 key pet buying periods: during Crufts dog show, the biggest dog show in the world, and around Christmas. During these periods, Sainsbury's Bank increased its budget and bid amounts and also included Cruft's related and Christmas present buying orientated keywords in the campaign.

: : Results

MIVA consistently met Sainsbury's Bank target CPA and performed exceptionally well against Sainsbury's strict conversion rate metrics.

: : Client Quote

"We are delighted with the return we have experienced from our advertising on MIVA. The click-throughs and subsequent conversion to policies sold has been excellent. The MIVA team have shown fantastic knowledge of our business as well as a thorough understanding of consumer behaviour."

Colin Rye, Head of Digital Marketing, Sainsbury's Bank