2010 IAB Awards | Search Marketing Winner
SCTI Online Offline Integration
Agency: Experian Hitwise
Client: Southern Cross Travel Insurance
Strategy
Fundamental research of search marketing habits was undertaken before developing this highly integrated television commercial and pay-per-click (PPC) campaign for Southern Cross Travel Insurance (SCTI). To maximise results, the PPC campaign schedule was staggered after the television commercial aired when online traffic and search was at its highest.
Results
This campaign generated a 53% growth in market share for SCTI and a 200% return on investment from increasing the keyword bidding costs and ad positioning during the period supported by the television campaign.
