Insurance vertical insights DNA Asia Landscape, key trends and recommendations

Transcription

1 Insurance vertical insights DNA Asia Landscape, key trends and recommendations

2 Executive summary Insurance vertical analysis Bing Advertisers focused on the insurance vertical have seen approximately 2x growth (%YoY) in engagement in the past year. This report provides insight into how insurance customers are engaging, what is driving these trends & how you can maximise your opportunity.

3 Agenda Insurance landscape Overall of insurance Key targeting attributes Competitive landscape Key trends and insights Seasonality Brand impact Mobility Recommendations Summary of optimisation recommendations

4 Industry snapshot.15

5 Snapshot: insurance vertical Month to focus Gender March October 56% Female 44% Male Highest performing month for travel and health insurance Auto and home insurance increase by 12% from a low 3 month period (July-September) Highest traffic: June and October Average time per session: 53 Mins Highest traffic: January to March Average time per session: 36 Mins Top sub-vertical Others to focus Health Home Auto Travel Health vertical covers approximately 55% of the overall performance ~4% ~20% ~8%

6 Snapshot: age demographics 0-12 yrs yrs yrs yrs. 1% online 6.5% online 15% online 22.5% online Peak traffic month: Feb Peak traffic month: Feb Peak traffic month: Apr/Jun Peak traffic month: Apr/Sep/Nov Pet insurance Travel insurance Auto insurance Home/auto insurance yrs yrs. 65+ yrs. 23.5% online Peak traffic month: Apr/Oct Health insurance 20% online Peak traffic Month: Oct Life insurance 11% online Peak traffic month: Mar/Oct Life insurance

7 Snapshot: top 10 keywords by month (clicks) Jan Feb March April May June iselect bupa car insurance health insurance medibank HCF iselect Bupa car insurance medibank nrma iselect iselect health insurance medibank health insurance car insurance iselect bupa HCF health insurance nrma bupa iselect + +'car insurance' car insurance health insurance iselect bupa health insurance BUPA health insurance iselect health insurance July August September October November December bupa iselect car insurance + +'car insurance' BUPA health insurance iselect car insurance bupa car insurance BUPA health insurance bupa car insurance car insurance iselect insurance car insurance bupa iselect medibank car insurance car insurance car insurance medibank insurance allianz nrma car insurance what is bupa car insurance insurance

8 Snapshot: ROI performance / CPC comparison* Keyword head terms Google CPC Bing CPC Car insurance $ $ % Health insurance $ $ % Life insurance $ $ % Home insurance $ $ % Pet insurance $44.41 $ % Travel insurance $60.89 $ % Value comparison Bing is cheaper by: 5.8x cheaper Bing provides much lower CPC & higher potential ROI for queries driven by key insurance keywords *Position 1 Bidding for Head Terms using Bing Ads Intelligence and Google Keyword Planner Tool - February 2015

9 Snapshot: engagement by device Shift to smartphone across all searches 18% mobile 73% desktop 9% tablet Insurance device traffic and engagement Volume: 2% CTR: 6% Avg CPC: $5.32 Volume: 95% CTR: 5.9% Avg CPC: $5.28 Volume: 3% CTR: 8% Avg CPC: $6.89 July-Nov, 2014: Use of smartphone increased from 12% to 18% Key trigger points of increased adoption: 10/14: iphone 6 launch 11/14: Samsung Galaxy launch Mobile Insurance Analytics 74% Health 10% Auto 6% Travel The Story Search queries on mobile have grown over 860% in FY14 from a standing start in FY13. Although the overall volume is low (5%), engagement on the smartphone and tablet is higher that PC.

10 Snapshot: gender demographics 44% male Biggest age group contribution is focused on auto and home insurance 56% female Biggest age group contribution is focused on health and life insurance

11 Snapshot: 4 biggest insurance providers by internet reach* BUPA 5861 Unique Audience/Mth (000) 2.6% Active Reach/Mth 4297 Page Views/Mth (000) Budget Direct Insurance 2792 Unique Audience/Mth (000) 1.25% Active Reach/Mth 1834 Page Views/Mth (000) Compare the Market 2903 Unique Audience/Mth (000) 1.3% Active Reach/Mth 1588 Page Views/Mth (000) Australian Associated Motor Insurers 5653 Unique Audience/Mth (000) 2.5% Active Reach/Mth 4583 Page Views/Mth (000) *Nielsen Report

12 Snapshot: competitor analysis by customer engagement on Bing

13 Key trends and insights

14 Seasonality in insurance Seasonality Search activity for health, auto, travel and home insurance are heavily impacted by seasonal events. Insight Auto insurance queries are impacted by EOFY and end of year run out sales. These provide query spikes every 6 months (i.e. 30 th June and Christmas) Another impact also appears after January. Here queries increase due to interest in new model releases during the February to April period (interest also correlates with FBT timeframe). Health insurance has two major seasonality spikes: March: People try to avoid the upcoming 1 st April price rise. June: People search for health insurance to avoid the Medicare levy at EOFY. We recommend Allocate campaign budgets for the above-mentioned peak periods and also maximise your budget Monday to Friday. Ascertain which categories/strings of keywords are generating the most traffic and apply higher bids. Maximise CTR by utilising sitelinks, call extensions and exact match on key terms.

15 Multi device targeting in insurance Mobile Search activity on smartphones has grown by 8X+ in the past year. 84% of this growth is driven by health and auto sub-verticals. Insight The dramatic growth in smartphone search activity reflects a shift in customer behaviour particularly in health. Customers use their phones now predominately to do research but then move to the PC to transaction. We see Mobility surge during the traditional holiday period. During these times, people are aware from the PC and utilise their smartphone for research activity. We recommend Take advantage of the growth in mobile search advertising, especially those who offer health insurance and auto/car products. Optimise your site for mobile ( Responsive Design ) and that performance of mobile landing pages are tested regularly. Ad copy should be specifically written for both desktop and mobile devices separately for A/B testing. Furthermore, adding click to call is also encouraged.

16 Competitive positioning and brand importance in insurance Brand impact Over 70% search activity is driven by brand. Insight We recommend Searches for insurance are task specific. Customers search based on need around an infrequent but compelling event (e.g. buying a car). Align with ATL campaigns. Significant correlation between ATL and search performance as search consumers search for specific brands. Customers queries are driven by comparison shopping b/w insurance competitors. Important to have your brand attributes top of mind. Focus on targeting keywords that align to your brand attributes and audience demographics.

17 Recommendations

18 Summary of optimisation recommendations Keywords Activity is driven by brand and spend. Insurance invests heavily in brand values and this is reflected in popular keywords. Generic keywords: users tend to search for specific brands when beginning their search for insurance cover. However, generic keywords such as car insurance and travel insurance also achieve a high degree of click volume. It is advisable that you look into your keywords and ascertain which categories/strings of keywords are generating the most traffic and apply higher bids for these and apply exact match for these high performing terms when possible. Keyword for mobile devices: ensure to Include health insurance keywords. Budget It is recommended that campaign budgets are allocated for peak periods throughout the year. Home insurance: peak month for traffic is March. Auto/car insurance: click share spikes during the months of June and December with an additional surge in February - April. Life insurance: Click share peaks in both January & again during August. Health insurance has two key periods: March and again in June, just before the start of tax time in July. Travel insurance: October sees the highest growth in clicks for this category spurred by the upcoming holiday periods in November & December. Ad Copy Double check that your ad copy displays your unique selling proposition this will differentiate you from your competition and is more likely to entice a customer to click on your ad. It is advisable that ad copy should be specifically written for both desktop and mobile devices separately for A/B testing. Sitelinks Utilise sitelinks where possible to ensure that users are being directed through to the most relevant page on your website. This will increase CTR and have a positive effect on the cost efficiency of your keywords. Need more info? Please contact your account manager for further assistance. *Australian consumers will spend $791.4 million on February 14 - up 1.8 per cent from 2014, according to research company IBISWorld.

19 Thank you

20 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.