Nationwide Insurance uses AdWords Ad Sitelinks to give a dramatic boost to clickthrough and conversion rates. Nationwide Insurance is no stranger to innovation. Founded in 1925 as the Farm Bureau Mutual Automobile Insurance Company, Nationwide has grown and expanded its offerings many times over 85 years, even as auto insurance remains its first focus.
About Nationwide Insurance
• www.nationwide.com • Columbus, OH • Insurance and financial services company
Approach
• Advertised with AdWords to reach online users • Used Ad Sitelinks for campaigns running on branded keywords • Crafted Ad Sitelinks ads to address multiple goals in one ad
Insuring success Google AdWords™ has been a vital part of Nationwide’s online marketing strategy since 2006. With the help of the digital agency Rosetta, Nationwide uses AdWords to achieve three key online marketing goals: acquire new customers, direct users to brick-and-mortar agent locations, and reinforce Nationwide’s branding initiatives. Ad Sitelinks, a feature that puts up to four different links to an advertiser’s web pages in a single text ad on Google.com, gives Nationwide a unique way to advance all three marketing goals within one ad unit.
Results
• 73% increase in CTR on branded campaigns • 60% increase in conversions on branded campaigns
Ad Sitelinks serve on only very high-quality ads that could be considered the “best answer” to a user’s search query, so Rosetta helped Nationwide devise a strategy to use Ad Sitelinks on Nationwide’s branded search campaigns. Explaining their approach, Mike Lamar of Rosetta says, “Branded keywords are Nationwide’s lowest-cost, highest-converting terms, and those are the clicks you want to be sure to capture.” Nationwide was eager to increase its presence on those search terms. Lamar notes, “Nationwide was also looking to take up as much space as possible on the search results page, so the opportunity to use Ad Sitelinks to own the page was a no-brainer.”
CTR for Nationwide’s brand campaigns went up 73% and conversions rose nearly 60% in the 90 days following Ad Sitelinks implementation. Merging marketing goals Rosetta crafted a strategy to advance all three marketing goals through the four key links in one Ad Sitelinks unit. Now users can reach their Nationwide account login pages, get auto insurance quotes (a key direct response goal for Nationwide) and find local agents, all from the same ad. The fourth ad link is dedicated to the company’s “World’s Greatest Spokesperson” branding campaign. Nationwide was especially pleased that Ad Sitelinks helped integrate offline and online marketing campaigns.
About Ad Sitelinks
Ad Sitelinks is a new feature of Google AdWords that helps advertisers get more value from their existing AdWords ads by providing up to four extra links to deep content within their sites. By making valuable site content more visible, Ad Sitelinks helps advertisers shorten the conversion funnel and improve the profitability of their search ads on Google.com. For more information visit: google.com/ads/innovations/adsitelinks.html
Driving clicks and conversions Ad Sitelinks gave Nationwide a real boost in clickthrough rate (CTR) and conversions. It also helped Nationwide discover what users were seeking when they searched for the brand, as Rosetta tested the effect of link position on clicks and conversions. CTR for Nationwide’s brand campaigns went up 73 percent and conversions increased by up to 60 percent in the first 90 days of the Ad Sitelinks campaign over the previous 90-day period. Both Rosetta and Nationwide Insurance are delighted with the performance of Ad Sitelinks. As Mike Lamar of Rosetta puts it, “Sitelinks is huge. It’s our most effective feature for search.”
Nationwide Insurance uses AdWords Ad Sitelinks to give a ...
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