8 Million Stories have been working with Tesco Bank since January 2020 to oversee the management of their PPC and SEO campaigns. While PPC performance within the home insurance market has been consistently strong, the team identified new opportunities to gain more market share from price comparison sites.
Client
Tesco Bank
Sector
Finance
When
2023
Solutions
Data & Analytics
Paid Media
Challenge
While PPC performance with the home insurance market has been consistently strong, the team identified various opportunities to try and gain more of a market share from price comparison sites who had traditionally dominated the upper echelons of Google's 1st page.
The basis of this opportunity was the perception that many of these sites were not adopting elements of the Digital Maturity Framework, which is at the heart of Google's modern search best practice.
Solution
To compete with price comparison sites, a strong, high performing foundation was required to scale. We used the digital maturity framework as a basis for initial decisions on how to remodel our current setup to take on this challenge.
Our optimisation work looked at the following areas:
01.Restructuring the current account from a highly granular architecture to one which was more flexible, creating an environment for optimum machine learning.
02.Test and Learn smart bidding strategy
03.Ad copy A/B testing
04.Competitor Trend Analysis. We analysed the previous year's data for trends in performance. Looking at each advertiser to plot where activity ebbs and flows, whether that be seasonally, day to day or on a search intent level basis.
