We are pleased to share our new case study with AXA brand, Direct Seguros, which was recently conducted in Spain. The study demonstrates the role of search in driving both online and offline applications, and the cost efficiency of search relative to other media. A recommendation for optimal media mix is also included as part of the paper.

Highlights from the study:

• Significant online to offline effect. 8.8% of offline conversions are driven by online activity.

• Paid search is the most cost-effective way to increase insurance applications - over ten times more efficient than other media.

• Improving position in paid search increases applications online by 2.7%, and offline via the call centre by 1.7%.

• Considerable TV and search synergy – TV incrementally drives 6% of paid search clicks.

If you would like to learn more about this new piece of research, please download it here.

Posted by Selina Rennie, Agency Team

Here we share a snapshot of Nielsen’s new clickstream study focusing on the UK Savings Market.

The report includes detailed analysis of market sizes, audiences and search journeys for savings accounts. It also illustrates the importance of search within the customer journey.



Here are some of the key highlights:

• 3.4m or 32% use search at anytime throughout their journey.

• 47% of those that apply and 39% of those that research, use search.

• Based on those that search, those that applied for a savings account searched an average of 6.8 times.

• 32% of those that research and 43% of those that apply, use Generic terms.

• People who click on sponsored links are 1.9 times more likely to apply.

If you would like to see the full analysis for the savings market or other subcategories within the finance sector, please contact a member of our Team.


Posted by Selina Rennie, Agency Team

This paper focuses on the state of digital advertising in the UK and the opportunities in 2010 for the online financial advice market.


Highlights from the report include:

A marked increase in the demand for financial advice online

• Financial search queries have grown consistently since 2005 and were up 19% in 2009 alone.

• Advice sites have seen rapid growth during the recession.

The IFA industry has great digital potential

• Few IFAs appear against searches for key products and markets let alone their brand terms on paid search.

• IFA related search queries have experienced strong growth while paid search auction intensity has fallen. This creates a cost effective opportunity for new entrants into these markets.
  

Understanding the evolution of consumer behaviour

• The length of finance queries is increasing, as people become more sophisticated with their searches.

• These more targeted,‘longtail’ queries are cheaper and increasingly driving more leads.

Understanding product seasonality in your markets

• ISAs are a key product in Q2 but the research phase is starting earlier every year.

• IFAs are well positioned to drive incremental leads online in the financial protection, mortgages and wealth management sectors.

The full paper is available for download here at our Google Loves IFAs site.


Posted by Julian Pickard-Garcia, Finance Team