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Allianz
Scale in lead generation like never before seen.
Discover how we exponentially boosted lead generation for Allianz Spain and created a new standard for lead acquisition. A case study shortlisted in the Google EMEA Premier Partners Awards.
Client and Context
Allianz is a German multinational financial services company whose main activities are insurance and asset management.
Their mission is to provide the right type of insurance for each individual, so they can explore life knowing they are protected.
More and better leads despite the competition.
The insurance market in Spain is one of the most saturated and competitive, which makes CPCs incredibly high and consequently increases the CPL of conversions. Before ROCKETROI, they failed to achieve their campaign goals.
Our collaboration began with the goal of improving the quantity as well as the quality of leads, in order to increase the profitability of your investment in paid advertising.
Our collaboration began with the goal of improving the quantity as well as the quality of leads, in order to increase the profitability of your investment in paid advertising.
In terms of their approach to device-specific campaigns, Allianz used to manage all users in the same way, regardless of device. They were unable to identify the quality of each user, which made the cost of each closed deal much higher than optimal.
Improving mobile conversions with AMPs and call extensions
Implementation of AMPs
- As part of our mobile strategy for Allianz, we started by separating each product into a dedicated Google Ads account and mobile-only campaigns. Once the new strategy was consolidated, we implemented Accelerated Mobile Pages (AMP) for ads in mobile campaigns.
- Due to the good performance in the optimization of the landing pages and the push given by the Mobile-First Index, which prioritizes mobile-friendly pages, we managed to find a space at the top of the page for the most generic keywords for each product at a very competitive CPC.
- Additionally, by automating the campaign creation process, we were able to create the massive multi-million keyword account structures we have today. Thanks to the technology we used, we were able to bid on the most generic keywords as well as long-tail keywords.
Segmented by location, enhanced by call extensions
In a second phase of the project we worked on Call Leads, creating a campaign for each Spanish province, each with a call extension and the number of the designated insurance agent.
Making the most of Google's new features
In the third and final phase, we started using the new Conversion Type Optimization feature, along with the Smart Bidding Target CPA Algorithm in Mobile Call Outreach campaigns. This led to Call Leads becoming completely independent of the overall lead trend.
Data-driven attribution
We used a data-driven attribution model to ensure that the same converted user did not appear across multiple different platforms. Google Analytics 360 was key to verifying that data collection was accurate, while Google Data Studio served as the perfect reporting tool to keep our client always up to date with every change we made to the campaigns.
