Seeking a competitive edge in a crowded car insurance market, Be Wiser Insurance has grown rapidly since its formation in 2007, with Google AdWords as a driving force behind this growth. In late February 2016 Be Wiser set itself the target of increasing monthly revenue by 33% within 6 months, starting March 1 2016 and using the February data as a baseline. In order to assist with this, SilverDisc was set the challenge of increasing the revenues derived from AdWords by 55% over the same period, without increasing the cost per new business case (CPNB, the primary target of all Be Wiser campaigns). Monthly revenues were in the millions, with AdWords already making a significant contribution, so a 55% revenue increase without increasing CPNB represented a major challenge. This campaign was called “The Revenue 55 Challenge”.
The introduction of new ad formats, account-wide adoption of ad extensions and the implementation of specific demographic and location based bid adjustments led to an 88% increase in CTR and 10% increase in click-conversion rate. These improvements saw both Be Wiser as a whole and SilverDisc with AdWords meet their respective revenue targets well in advance of the September 2016 deadline.