Online Insurance Comparison Site Uses Search Intent to Retarget on Social, Reaching More People and Lowering CPA
Looking for a Better Way to Do Business
An online insurance comparison site wanted to reduce the CPA of its Facebook leads and acquire more new customers through Facebook. As it stood, its CPA was too high to be profitable, and there was no easy, strategic way to gain more leads.
Ensuring More Leads and Lower Cost
The company decided on a cross-channel approach, using both Marin Search and Marin Social to combine the strengths of both into a single, powerful solution.
With Marin’s marketing suite, the company ran tests using search intent to retarget users on Facebook, defining a better-segmented audience bucketed into three groups based on search keywords – Brand Keywords, Generic Insurance, and Generic Car Insurance.
Then, the Marin Social team used Facebook Website Custom Audiences (WCA) and Lookalike Audiences, both based on search intent, to retarget and extend the company’s reach.
By creating lookalikes and retargeting on social based specifically on search intent, the company saw outstanding results:
- 45% lower CPA than other lookalikes
- 14% lower CPA using WCA retargeting