InsureandGo is a leading Australian direct travel insurance company looking to target a mature demographic with higher purchasing capacity. Bing Ads has enabled the team at InsureandGo to reach a wider customer base whilst also gaining higher return on investment, lower cost per click (CPC), and heightened customer queries through Bing Ads.
InsureandGo faced a crowded travel insurance market with traditional intermediaries. The challenge was to get past those traditional intermediaries and reach a more affluent, mature demographic for sustainable growth and higher return on investment in Australia.
To get the most value from their search engine marketing budget, InsureandGo used Bing Ads to monitor channel performance based on real-time data. This allowed them to act on changes in the market as they happened, keeping pace with competitors and changing consumer behavior. This also made their campaigns more profitable because of a lower cost per click.
With help from the Bing Ads account management team, InsureandGo reached farther into their targeted affluent demographic through Bing Ads and captured a more mature audience willing to spend on premium online travel insurance. The campaigns performed better with lower CPC than other search advertising providers and resulted in a higher return on investment. As a bonus to the team’s razor sharp strategy to engage with the right audience, InsureandGo increased the number of queries to their call centre and higher website traffic by adopting ad extensions from Bing Ads.