Shield Total Insurance offer insurance for leisure vehicles like motorhomes and caravans, operating in an extremely competitive market.
Rather than paying a premium trying to achieve immediate conversions, paying for people who were in the mindset to browse and research, we played the long game. The GDN and Gmail advertising was never planned to achieve direct conversions – we always planned to measure the success of the project by looking at Google Analytics data (from all sources), and by measuring the success of the ‘traditional’ Search advertising when it relaunched in the first ‘peak’ month. Any conversions we thought would be achieved during the ‘off-peak’ season would be a bonus – the real payoff would be during ‘peak’ time.
Although the volumes were slightly lower than the ‘peak’ months, the cost per conversion in the ‘off-peak’ season matched the best ‘peak’ month in the previous calendar year.
In the first ‘peak’ month of the new season, we saw 589% more conversions than the same month YoY, and 367% more conversions than the same month two years ago. This was achieved with the same monthly budget as previous years.
“I’m very pleased with the innovative solution presented by Gravytrain. The results and subsequent ROI speak for themselves.”