Situation

The 🇳🇱 car insurance market is highly competitive, with a cost per click of up to €15. We were hired to optimize the Google Ads campaigns of a car insurance company and to design their landing pages and funnel strategy in order to reach their target cost per acquisition.

I led this project and worked closely with the Google Ads campaign manager to develop a relevant keyword strategy. I also collaborated with the visual designer and developer to launch and optimize landing pages and the funnel to align with the Google Ads keywords and ads.

For Zelf.nl 🇳🇱 (nowadays have a new business proposition) Client of digital marketing agency OrangeValley 🇳🇱

Results

• Conducted a complete site and Google Ads campaign analysis and identified the biggest opportunities based on the effort required and the potential gain. We provided support and assistance in implementing the necessary actions.
• Achieved desired Cost per Acquisition target after 3 months.
• Created highly relevant landing page featuring car brands such as BMW insurance, with related Google Ads keywords and ad text.
• Other car insurances companies starting to copy our successful landing page strategy.
• Landing page set up with persuasion techniques (check my favourites) like;
  • High focus on saving money with Affect Heuristic method.
  • Competition principle by comparison prices with competitors to show how much you can easily save.
  • Sequancing, chunking information ****to start price quotes/funnel with easy questions.
  • Authority principle with Consumentenbond awards.
  • Social proof with testimonials with relatable people.

Highlights

One of the dozen landing pages we set up and optimized

Analyses to find a interesting segments

Example of landing page focused on segment. This is an example with a pinch of humor.