The Challenge

Absa Short-Term Insurance, a prominent player in the insurance sector, initiated a strategic digital marketing campaign with the aim of enhancing their online presence, increasing leads, and ultimately driving sales for their Short-Term Insurance (STI) product. Facing stiff competition in the insurance market, Absa identified the challenge of maximizing visibility and attracting potential customers amidst a crowded landscape. They realized the necessity of refining their PPC strategies to optimize reach, drive high-quality traffic, boost lead generation, and ultimately bolster their market position and profitability

The AWO Strategy

Absa Short-Term Insurance (STI) executed a comprehensive strategy leveraging a full-funnel approach to navigate the dynamic two-speed consumer journey. By balancing brand-building and performance-focused messaging across stages of awareness, interest, desire, and action, STI maximized campaign efficacy and achieved significant success in the competitive insurance sector.

The Strategy

Audience Segmentation: Thorough market research guided targeted audience segmentation for the STI product, ensuring tailored messaging and engagement.

Budget Allocation: Utilized historical performance data to allocate the digital marketing budget effectively, prioritizing channels with high lead generation and ROI potential.

Ad Optimization: Developed compelling ad variations for each channel, emphasizing key benefits and features of the STI product.

Continuous Optimization: Regular A/B testing, and real-time monitoring facilitated adjustments in bidding strategies, targeting parameters, and ad placements based on performance metrics and market trends.

Landing Page Enhancement: Collaborated with Absa’s web development team to optimize landing pages, enhancing user experience and driving lead generation.