Online Advertising Campaign for La Caja
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CORPORATE INFORMATION
Caja de Ahorro y Seguro S.A. is Argentina’s insurance market leader.
The company has the biggest patrimony and a broad geographic presence in the country. It permanently introduces improvements to its products, administrative circuits and technology platform, while keeping its direct commercialization modes as a key competitive advantage.
La Caja markets a great number of different products that include car, motorcycles, home, personal accidents, individual life, boats 24 hours protection insurances.
NEED
La Caja needed to lever up their institutional site and, particularly, their online quote tool. In order to do that, it had to begin advertising in the most important online ad mediums, and it chose Google AdWords as a launching platform.
BUSINESS CHALLENGE
Exelsum had to internalize in the core business of La Caja to prepare the most precise AdWords campaigns in order to respond in an efficient and accurate way to the Google user’s queries in every related term search. In addition it had to manage the account steadily to make changes that optimized the campaigns, in order to better position after every result in the search engine.
WHY EXELSUM?
Exelsum is an Interactive Contents Agency that knows the online advertising tools very well and has a broad experience in administrating Google AdWords campaigns.
As a complement, they give a 360° vision of online actions, which is fundamental for this kind of campaigns that require coordination with website contents, the company’s digital strategy, etc.
PROJECT DETAILS
As a first step, Exelsum made a survey of La Caja’s activity, in order to understand which would be the target audience and to determine the campaign’s structure and the keywords that would take part in them.
A certain scheme was suggested and then the ads were agreed with the client, both the one directed to the Institutional Home and to the Online Quote, being this the preponderant one to measure the conversions that the La Caja’s Online Marketing department needs.
Then, with the implemented campaigns, a constant optimization job was made to improve the campaign’s efficiency, lower the cost per word, increase the conversions, etc.
TECHNOLOGY
Plataform: Google Adwords
Company
La Caja
Area
Insurance
Project
AdWords Campaign
Date
2010-10-01
Technology
Google AdWords
