Johannesburg - Google has released their first official case study for banking in SA for a Nedbank Insurance campaign executed by Flume digital marketing.
Nedbank Insurance, specialising in business insurance and personal short and long term insurance and investments, required a clear and strategic online marketing and search strategy. Because Nedbank is traditionally associated with banking rather than insurance, the team aimed to drive awareness of the Nedbank Insurance brand in the digital space within ambitious cost per lead targets.
Flume took up the challenge and launched search campaigns on Google AdWords and display campaigns on the Google Display Network. By optimising search and display campaigns on Google, Flume (a certified Google AdWords partner) on behalf of Nedbank Insurance, reduced cost per lead by 54% and drove monthly traffic increases of 10%.
Nedbank Insurance identified that buyer behaviour among their customers had pivoted to focus more on digital and e-commerce platforms as the preferred channels to shop for insurance.
“This fundamental change in customer behaviour meant that we had to become more responsive and tech savvy, to enable a positive digital customer experience,” said Tawanda Chatikobo, Nedbank Insurance’s mobile and digital manager.
"Insights gathered from search traffic drove improvements to the Nedbank Insurance site itself. We were able to optimise the usability of the website based on search traffic and conversion goals to ensure users had the best experience when looking for insurance.”