using responsive web design together with adwords …...google adwords released enhanced campaigns,...

About Towergate Insurance •Over120specialistofficesacrosstheUK•Leading insurance intermediary•www.towergateinsurance.co.uk

Goals• Increase lead volume•Deliver user experience tailored to device•Consolidate all content on available products and services into a single site•Future-proof online presence for new smartphones,tabletsandotherweb enabled devices

Approach•Usedresponsivewebdesign(RWD)in building a new site •UpgradedallAdWordsactivityto enhancedcampaigns• Implemented bid adjustments according to time of day and device

Results•SincelaunchofRWDsite,visitsonmobile havegrown218%andontablet236%•Clicktoleadratehasimprovedbyupto 5%onsomeproductcategories

Towergateisanaward-winninginsuranceintermediary,created15yearsagotoofferspecialistinsurancetopersonalandbusinesscustomers.Thecompanyemploysexpertsineveryfieldofinsuranceitoffers,coveringmorethan200specialistinsuranceproductsfornichemarketsrangingfromholidayhomestoprivatehelicopters.

MovingintothefutureTowergate began developing a multi-screen strategy to ensure users couldaccessitsproductswheneverandwhereversuitedthembest.“ThroughbothGoogleAdWordsandAnalyticswewerenoticingasignificantupwardtrendoftrafficcomingfromsmartphonesandtabletdevices,”explainsTowergate’sPPCManager,KeithMowbray.“Wealsolookedintoindustrystatisticsthatshowedmoreandmorepeoplewerelookingforinsuranceonthesedevices.”

TowergateInsurance’swebsiteworkedwellwhenviewedonadesktopcomputer,butusabilitywasinconsistentwhenthesamesitewasviewedonamobileortabletscreen.Whilethecompanycouldhaveaddressedthisbylaunchingamobile-optimisedsite,itwentadifferentroutebybuildinganewsiteincorporatingthebestpracticesofresponsivewebdesign(RWD).

“We wanted a device-independent solution to cater for all, and for our website to be future-proof for new smartphones and tablets.” — Keith Mowbray, PPC Manager, Towergate Insurance

“Wefeltthatwithcomplexproductsandinformation,theuserexperienceonmobileshouldbedifferent,butnotthecontentaroundtheproductsandservicesweoffer,”KeithexplainsofthedecisiontocreateaRWDsiteratherthanamobile-optimisedone.“Wewantedadevice-independentsolutiontocaterforall,andforourwebsitetobefuture-prooffornewsmartphonesandtablets.Thisapproachalsohadtheaddedbenefitthatwedidn’thavetomaintaintwoseparatewebsites,which,withsomanyproducts,couldhavebecometimeconsuming.”

ByusingHTML5andCSS3features,thenewsitewouldcomplywiththelatestwebstandardstoo.And,sinceTowergateInsurancebelieveditwouldbethefirstinitssectortoadoptRWD,thecompanystoodtogainanadvantagewithinthishighlycompetitivevertical.Usingacombinationofin-houseandagencyexpertise,thedevelopmentofthenewsitetooklessthanfourmonths.

UsingresponsivewebdesigntogetherwithAdWordsenhancedcampaigns,TowergateInsuranceincreasesmobilevisitsby218%

CaseStudy|ResponsiveWebDesign|EnhancedCampaigns

TakingactionwithenhancedcampaignsTheunderlyinggoalofTowergateInsurance’sonlinepresenceisthesameregardlessoftheuser’smethodofaccess.“Ourobjectiveistodriveahighvolumeofqualityleadsviaourwebsite,”Keithsays.“Theaimisforacustomertoreachrelevantconversiontouchpointsonoursiteallowingthemtoeitherbuyonlineormakecontactwithaskilledadvisor.”

NotlongafterthecompletionofTowergateInsurance’snewRWDsite,GoogleAdWordsreleasedenhancedcampaigns,anewsetoffeaturesgearedtowardssimplifyingthechallengeofmarketinginamulti-screenworld.Enhancedcampaignsgiveadvertiserstheabilitytomanagebidsacrossdevices,locations,andtimeofday–entirelyfromasinglecampaign.

ThecompanyupgradedallofitsAdWordsmarketingtoenhancedcampaignsatthesametime.Intotalthisrepresentedaround150campaignsacross15differentaccounts.“Theupgradewasincrediblysimpleandonlytookanafternoontoimplement,”Keithsays.“Theprocesswascompletedaccountbyaccount,andinvolvedpausingour old mobile and tablet variations of campaigns and upgrading our desktopcampaignvarianttoanenhancedcampaign.”

“ Before, we managed three separate campaigns for each product – a mobile, tablet and desktop variance. Now that we have a responsive site, all devices can be grouped together in the same campaign.” — Keith Mowbray, PPC Manager, Towergate Insurance

Towergate Insurance’s RWD site is a device-independent solution that automatically caters to all screens.

©2013GoogleInc.Allrightsreserved.GoogleandtheGooglelogoaretrademarksofGoogleInc.Allothercompanyandproductnamesmaybetrademarksoftherespectivecompanieswithwhichtheyareassociated.

Bidding and reporting for successBidadjustmentsenableAdWordstoautomaticallyserveappropriateadstousers.Forexample,bidsareadjustedaccordingtothetimeofdayonanyTowergateproductsthatdonotyethavequoteandbuyfunctionality.“Thisensuresthatwhenleadsaregeneratedviaenquiryformsoramobileclick-to-call,thereissomeonethereinofficehourstofollowupthatenquiry,”Keithexplains.

Towergate Insurance also employs bid adjustments according to whetherauserisvisitingfromadesktopormobile.“Wecompletelyappreciatetheneedfortheuserjourneytobeperfectlytailoredtoanindividualdevice,”Keithsays.“Weusemobilepreferredadsonourmoremobile-heavycampaignsfocusingonproductssuchasmilitaryinsurance.”

“We take full advantage of call extensions and use the new mobile call tracking code which allows us to get a view of how many mobile phone conversations have resulted in a lead.” — Keith Mowbray, PPC Manager, Towergate Insurance

Thankstotheadvancedreportingfeaturesinenhancedcampaigns,Towergatecanrefineitseffortsevenfurther.“Wetakefulladvantageofcallextensionsandusethenewmobilecalltrackingcodewhichallowsustogetaviewofhowmanymobilephoneconversationshaveresultedinalead,”Keithexplainsbywayofexample.“Andadvancedlocationinsightsarehelpingustoprofileourdigitalcustomerbasemoreeffectively.Timeofdaystatisticsfromourcallextensionsaregeneratinginternaldiscussionsastowhethercallcentresshouldbekeptopenforlonger.”

TheleadingedgeAsfortheresultsofalloftheseinitiatives,Keithreportsthatcampaignmanagementhasbecomemoreefficientandmuchsimpler.“Before,wemanagedthreeseparatecampaignsforeachproduct–amobile,tablet and desktop variance. Bids were decreased on tablet and mobile devices,asweweren’tfullyoptimised.Nowthatwehavearesponsivesite,alldevicescanbegroupedtogetherinthesamecampaignasthereismoreconfidencethatauserwillbegettinganoptimalsiteexperienceforthedevicetheyhavevisitedfrom.”

Performancemetricshaveconsequentlymadenotablegainstoo.“Thenewsitehasgivenusmoreconfidencetoincreasebidsacrossalldevices,whichhasledtoimprovements.Conversionratestendtofluctuateseasonally,butingeneralvisittoleadratesacrosstheboardareontherise,”Keithreveals.Theclicktoleadratehasimprovedbyupto5%acrosssomeproductcategories,whilemobilevisitshavegrown218%andtabletvisitsareup236%sincethelaunchoftheRWDsite.

AboutResponsiveWebDesignResponsivewebdesign(RWD)enablesyouto optimise your site experience across differentscreensizeswithoutcreatingmultiplewebsites.ARWDsiterespondstotheviewportsizeofadevice,thenadjustsimages,templatelayoutandcontentvisibilityaccordingly.AllofthiscanbelayeredontoasinglefileofHTMLcontent,deliveredtoanydevice.UsingasingleURLfor a piece of content makes it easier for userstointeractwith,shareandlinktocontent,andbecauseredirectionisnotrequiredindeliveringadevice-optimisedview,loadtimesmaybereducedtoo.