'Simply Google PPC' wins best use of search marketing 2009 for Simply Business

Comparator website Simply Business (SB) enables businesses to compare, buy and manage business insurance and offers landlord insurance and invoice finance quotes, serving companies with up to 20 employees.

Per-per-click (PPC) has been the cornerstone of SB's marketing strategy since its launch in 2005, transforming it from obscurity into the UK's leading business insurance website within 18 months.

Challenge
Against the backdrop of the recession and the fast-changing PPC landscape, the Simply Google campaign had two objectives; to increase the volume of clicks and leads resulting from them, and to improve the return on investment across the overall Google PPC campaign.

Solution
To obtain objective one, SB needed to gain a better understanding of how its customers used search engines to find insurance. A combination of Google campaign management tools and Omniture analysis was used to analyse what customers searched for. From there, new keywords were added to the campaign and a decision made on which ones to focus on for the highest volume.