Aviva’s target audience was people 50 year of age and older, looking for life
insurance products.
Consumer
Using advanced targeting features in Facebook and making consistent campaign
optimizations, Performics link ads strategy was able to drive additional sales for
Aviva at the most efficient cost:
• 39% lower cost-per-quote than pay-per-click ads
• 21% lower cost-per-sales than display (post-click)
• 2X higher click-through rate versus direct response display
Performance
Turning to Facebook, Performics created a campaign strategy to drive a wide
range of users over 50 years of age to Aviva’s website. Performics used data
driven insights from the target audience to create messaging which appealed to
Facebook users’ lifestyles, rather than traditional product messaging.
After launching link ads, Performics monitored ad performance data while
making real-time optimizations with refined targeting to deliver the most
efficient ad performance possible.
Plan
Performics UK Leverages
Facebook Link Ads to Drive
Efficient Sales for Aviva
39% lower cost-per-
quote than pay-per-
click ads
Aviva sought an alternative, cost effective marketing strategy to drive sales and
visibility to its lesser-known life insurance products. The challenge was to find
an efficient marketing channel outside of search and display that would reach
the right audiences, with the right message- at the right time.
Challenge
21% lower cost-per-
sale than display
(post-click)
2X higher click-through
rate versus direct
response display