Coverfox teaches using targeted carousal ads to increase website clicks

Brand

Coverfox

Coverfox allows people to research and compare insurance deals online. Choosing the right policy can be confusing, so Coverfox helps people by decoding tricky terms and conditions, and combing through the small print.

The online insurance broker used targeted carousel ads to connect with its audience and send them to its website.

Objective

The brand wanted more quality website traffic so that it could rely less on search engines.

“Facebook has become a core channel in our marketing mix in a very short period of time. Website Custom Audiences, Lookalike Audiences and Carousel ads helped us reach the right people with relevant content. The expertise and support of our facebook account team has helped us harness advanced targeting tools, test and optimise our creativity, and use the channel more effectively,” said Siddesh Kerkar, Head of Digital Marketing, Coverfox.

Execution

Coverfox had already created TV ads, which it ran at the same time as video ads on Facebook to reinforce the message with the hashtag, #DisasterSeFaster. The company used reach and frequency buying to predictably control the number of times it reached its audience within a set period.

To drive traffic to its website, the company also ran link ads in the News Feed and right column and teamed these with carousel ads to entice people with multiple product features. Coverfox monitored the best-selling products and then used those insights to continuously improve ad copy.

Coverfox also tested multiple versions of its creative and used conversion tracking to consistently optimise the campaign for online conversions. When people visited the website but didn’t make an insurance enquiry, Coverfox used website Custom Audiences to retarget them with a tailored ad linking to a specific landing page.

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The company also created a Custom Audience of its existing leads and customers, and then used Lookalike Audiences to find people who share similar qualities and interests on Facebook.

Results

18% of sales came from Facebook, the campaign also resulted in 3X higher click-through rate using Facebook Ads. Along with that 15% lower cost per lead compared to other paid channels.

With right targeting at the right time, Coverfox managed to generate impressive results.

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