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Napkyn Increases Insurance Applications Over 45% with Value-based Bidding in the New SA360

American mutual insurance company

Challenge

The client historically used Google Ads, yet wanted to test into enterprise search automation technology to scale revenue further through advanced floodlight bidding. Each of the client’s five insurance packages have differing values to the business, thus making manual optimization and single conversion value optimization techniques inefficient and misaligned with real business outcomes.

Solution

Variance in conversion value is an ideal scenario for value-based bidding within SA360, which enables customization to prioritize higher value customers and more closely align bidding to true business impact.

The team moved quickly, as an early adopter of the New SA360, to apply custom conversion values to all five “application complete” floodlights in preparation for value-based bid strategies. The custom values fed the algorithm for four weeks prior to tROAS bid strategy activation within the client’s non-brand campaigns.

Results

After just one month of testing VBB in non-brand campaigns, results are strong and aligned with real business outcomes:
>45% increase in “application completes”
>30% higher predicted revenue
>18% “application complete” conversion rate
With confidence in SA360 high, the teams are now planning to adopt additional enterprise features to promote further growth.

After just one month of testing VBB in non-brand campaigns, results are strong and aligned with real business outcomes:
>45% increase in “application completes”
>30% higher predicted revenue
>18% “application complete” conversion rate
With confidence in SA360 high, the teams are now planning to adopt additional enterprise features to promote further growth.

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