Fanny WolfMarketing Manager

“Keyade implemented a retargeting and similar audience strategy that allowed us to maximize

returns on our investment in search marketing and acquire new clients at a lower cost. In an industry as

competitive as insurance, we managed to cut our CPA per request for quote in half!”

The purchase of an insurance policy implies a long-term commitment by the customer; as a result, the cost of acquisition is very high (the cost per click is among the highest on Google).

To increase the number of requests for online quotes without increasing marginal costs, L’Olivier Assurances must target qualified visitors.

INCREASE THE NUMBER OF VISITS BY QUALIFIED USERS WITHOUT INCREMENTALLY INCREASING COSTS.

CHALLENGE

L’Olivier Assurances is part of Admiral, the European expert in online automobile insurance. Based in France, it offers a range of insurance policies available through its free custom online quotes.

Online automobile insurance is an extremely competitive market, prompting L’Olivier Assurances and Keyade to reassess the company's search marketing strategy. The goal: add new acquisition levers to increase online visibility and enlarge its customer base.

USE NEW SEARCH MARKETING LEVERS TO RECRUIT NEW CLIENTS

MISSION

L’OLIVIER ASSURANCES USES RETARGETING AND SIMILAR AUDIENCE STRATEGIES TO RECRUIT NEW CLIENTS

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

L’Oliver Assurances is the French affiliate of Admiral, a European leader in automobile insurance. Founded in 1993, Admiral is a British insurance company specializing in automobile insurance, offering auto insurance designed for all different types of drivers, at highly competitive rates. Over 3 million clients around the world trust Admiral for their insurance.

- 59%CPA PER QUOTE

RESULTSMORE PROFITABLE CAMPAIGNS, WITH A 59% LOWER CPA PER QUOTE

After running the two campaigns, L’Olivier Assurances reported a 30% increase in traffic to its website. Requests for quotes also rose by 7%.

The retargeting and similar audience campaigns have a cost per click that is six times lower than traditional search campaigns in this industry. This allowed L’Olivier Assurances to invest more in search marketing and maximize its returns on acquiring new clients.

SOLUTIONUSE RETARGETING AND SIMILAR AUDIENCE CAMPAIGNS TO TARGET QUALIFIED WEB USERS.

To drive qualified web users to the website, Keyade implements a two-pronged search marketing strategy comprising a retargeting campaign backed by a similar audience campaign.

The retargeting campaign targets:

- users who have visited the site at least once before- users who started a request for an online quote but did not finish the process

The similar audience campaign targets web users having a profile similar to those individuals who have submitted an online quote request.

The strategy is designed to pique the interest of users who are potentially interested in L’Olivier Assurances, and especially of those who did not complete the process of buying an insurance policy after submitting a request for an online quote.

L’OLIVIER ASSURANCES USES RETARGETING AND SIMILAR AUDIENCE STRATEGIES TO RECRUIT NEW CLIENTS