Case study from Esurance
A case study from Esurance was pointed to by Google.
“An iPhone app that makes quotes, claim resources, and make insurance info available to users was developed by Esurance”.
In addition, mobile optimized landing pages were launched by this company for the campaign, so that prospective customers can access information with ease via the mobile web.
Also, Esurance carried out a click-to-call ad on the features and high-end mobile phones as well. Using the click-to-call feature, someone who has interest can contact an agent to get quote on a personal basis in few steps. In order to monitor the campaign’s result, the company employed special 800 numbers in their advertisements; they also optimized performance just as the campaigns went live.”
What is the result
The Results were remarkable. The company substantially reduced acquisition costs, generating customers at a cost, 30 percent lower than what it would have cost to go through other channels of marketing. Conversion rates of Esurance were also boosted. A 30-35% greater response was achieved with click-to-call mobile ads, and a 5 to 10% reduced cost per click on mobiles, relative to conventional method was achieved.
The online marketing director of Esurance has this to say; “The click-to-call Google mobile ads enabled us to bring a prospect to meet with dedicated claims rep or a licensed insurance agent; alternatively, the click-to-call ad enabled an interested person to get a quote personally in few easy steps via a mobile phone. The mobile advertising solution introduced by Google is a cost-effective technique for achieving lead acquisition, in addition to providing convenience to customers. It is also faster for the customers”.