InsureandGo, one of the UK's leading travel insurance specialists, has been around for over 15 years, helping people worry about their sand castles instead of their credit cards when disaster strikes while they’re abroad. The company’s mission is simple: Make insurance available and affordable to as many people as possible. Doing so requires developing policies that mirror the way we travel. For the occasional traveler, there’s single-trip coverage. For the jet-setter, there’s an annual policy. The company even has backpacker policies. On top of all that, it now offers pet and mobile device insurance.
InsureandGo relies heavily on digital marketing for its success. Congrave collaborates with Juliette Denny, senior account manager at the performance marketing agency Merkle | Periscopix, to help him in the paid search realm. Merkle | Periscopix was the recipient of the 2018 Bing Agency of the Year Europe award.
While InsureandGo tries to sell the benefits of travel insurance to everybody, its demographic leans slightly toward an older crowd, in part because younger people tend to feel somewhat more invincible and adventurous than their elder counterparts. “20-year-olds tend to not purchase travel insurance,” says Congrave. “That switches around with older demographics, where 70-80% do take insurance.
Diversification in paid search can pay off handsomely when done effectively. That’s why Congrave and Denny use multiple paid search platforms. One of the options they’ve been most impressed with is Bing Ads. “The market share of the Bing Network keeps going up,” says Congrave. “Even the amount of impressions has been increasing when compared with our other paid search strategies.”
In most instances, Congrave replicates successful strategies across platforms. With Bing Ads, however, he’s also made a concerted effort to formulate a plan that acknowledges and embraces Bing Ads as an independent entity. "We used to copy successful campaigns from other search engine marketing platforms and paste them onto our Bing Ads campaigns," says Congrave. "Now we realise that we can take the lessons learned from Bing Ads and create an intentional strategy specifically for Bing Ads.”