Ancile Insurance, under its Good To Go Insurance brand, needed more than just improved PPC and Paid Social performance – it needed to carve out a larger market share.
The challenge? Low brand awareness in a market dominated by well-known price comparison giants and specialist competitors.
With a saturated market following a travel boom in 2022, 2023 saw flattened demand and soaring PPC costs driven by heavy investment from competitors.
“Journey Further’s strategy work gave us the information and insight we needed to invest in TV advertising with the confidence that we were targeting the right people through the most cost effective channel. The best bit is, it’s working!”
Our strategy team tackled Ancile’s challenges head-on with an approach rooted in market research, competitor analysis, and audience deep dives. The approach identified two key audiences:
Both required Good To Go Insurance to empower them to pursue their travel dreams, whilst ensuring peace of mind and financial security. We strategically chose the medium of TV to build awareness, identifying that both audiences trusted it as a signal of authority.
We restructured accounts, consolidated campaigns aggressively, and leveraged Google’s machine learning. On Brand PPC, we shifted from a Target ROAS to Manual CPC bidding to combat a 77% YoY increase in CPCs and conducted A/B testing to optimise bid strategies further. Additionally, we introduced Performance Max to boost reach and efficiency.
Our channel strategy included optimising spend by phasing efforts throughout the week, focusing on high-performance days and pulling back when performance was lower, accelerating our visibility while remaining efficient. A Paid Social restructure immediately enhanced our impact throughout the funnel, delivering impressive results. We measured success by tracking performance across Paid Search and Paid Social channels, ensuring our efforts translated into measurable digital marketing success.
Ancile Insurance not only improved its digital performance, but also gained a significant competitive edge, solidifying its market position.
