In 2021, Digital Willow was awarded the agency of choice to help promote the Finance Isle of Man and the Isle of Man Captives Association ‘Captive Insurance Isle of Man’ marketing and promotional campaign. The main goal of this campaign was to raise awareness of the Isle of Man as a jurisdiction of choice for captive insurance.
We ran this digital campaign across Google Ads (Google Search, Display and YouTube), LinkedIn Ads, Programmatic Advertising and some Twitter activity.
Given the niche nature of our audience, we made sure to target existing Captive Insurance owners in this campaign. Our goal was to encourage a shift from other jurisdictions to Isle of Man providers.
Our Google Search activity was a crucial channel in this campaign. We conducted an extensive Google Ads campaign that encompassed Search, YouTube, and Display, as well as retargeting. Our aim was to reach a niche audience and we carefully selected narrow but relevant keywords to avoid unnecessary clicks and increase our exposure. Our keyword selection included a mix of exact and phrase-match keywords, such as +captive +insurance and +cell +captives.
The Results
From the Search campaign alone, we delivered 34,378 impressions/searches, 887 clicks, a click-through rate of 2.58%, and a cost per click of £5.26.
Throughout the campaign, we achieved 444 conversions. A conversion in this case is a contact, 3+ pages visited on the website, or a user spending longer than 1 minute on the website.
This gave us a cost per conversion of £10.51. Also, a conversion rate of 50.06%.
Another relevant case study: Getting Sign Ups for a Captive Insurance Event