Esurance needed to decrease CPA and sought to do so by using mobile pay-per-call ads.
They wanted to generate phone calls via these ads that would result in new insurance quotes and policies. They launched Google pay-per-call campaigns and saw a 30% lower CPA than other advertising channels—much better than standard PPC.
Objective: Generate phone calls, insurance quotes and new insurance policies via mobile campaigns—specifically mobile pay-per-call (Google Adwords Call Extensions).
Strategy: Purchase mobile pay-per-call ads on Google Adwords. Create short, concise ads with a clear call-to-action directing searchers to call.
Tactics: Esurance used 800-numbers as call extensions within Google Adwords. They then created ad copy containing click-to-call friendly language such as ‘Call Now For a FREE Quote’ and ‘Call Esurance.’
Results: Esurance mobile pay-per-call campaigns generated 30% to 35% higher response rates with a 5% to 10% lower cost-per-click, as compared to standard pay-per-click ads for the same keywords. Additionally, quotes and policies generated from Google mobile pay-per-call ads had a 30% lower acquisition cost (CPA) compared to other channels.
In Their Words: “The people coming in through Google mobile ads click-to-call are very, very high converting leads. CTC allows us to immediately begin consultative selling over the phone, and that increases our close rate substantially,” said Tolithia Kornweibel, Director of Online Marketing. “So, customers have a great user experience, and we get a positive ROI. We’ll definitely be using per-per-call as a cornerstone of our future campaigns.”
Analysis
The interesting thing to note about this campaign is its impact on CPA. Because costs were lower and conversion rates were higher, CPA dropped dramatically.
Data we’ve gathered about close rates backs up Esurance’s claims about high close rates for leads generated via mobile click-to-call. Analytics gathered from thousands of phone calls within Convirza, shows clearly that inbound mobile calls are more likely to convert and close than inbound web leads (12 – 15xmore likely, to be precise). So, naturally, CPA would be substantially lower.
