The Challenge
Let’s Go For Life (letsgoforlife.com) is the ecommerce platform of Generali Life Insurance Malaysia, where people buy medical, critical illness, savings and life insurance plans online. In 2022, Generali bought a controlling majority in the AXA Affin life and general insurance joint ventures in Malaysia.
Before Primal, the Google search campaigns used mostly broad match keywords and were split by plan type, such as medical and eCombo. Generali allowed the line “Formerly known as AXA AFFIN Life Insurance Berhad” in the ads, used in full, where it helped to bring in searches. Searches for the old AXA name, such as “axa medical insurance”, still brought clicks in 2024.
The last step of a purchase ran on a third-party payment site, outside letsgoforlife.com, so a completed payment was hard to track. When Primal set up its tracking, the site’s Content Security Policy blocked the script.
Our Approach
Tracking And Campaign Setup
Primal set up the website tracking with 3 goals: the thank-you page after payment first, then the Submit button just before payment, then the Quote Me button on the product page forms.
A media plan and keyword research went to Generali for approval, keeping the keywords that had brought conversions in past campaigns.
The Google search campaigns went live on 1 December 2023, on a first agreement of 3 months.
Search Campaign Optimisation
For the first 3 months, Primal changed the keywords from broad match to exact and phrase match, and split the campaigns by audience into brand, competitor and generic searches. The ads were reviewed every week. Negative keywords were added in December 2023.
Broad match keywords were brought back later, as planned. From March to August 2024 they gave most of the clicks, led by the Generali brand ad groups and a generic insurance ad group.
Phase 2 With Meta Ads
From April 2024, Meta ads ran beside the Google search campaigns. The search campaigns were set to conversions, and most of the Facebook ads to link clicks.
Long-tail keywords went live on 29 July 2024. In August, the eLifeProtector+ ad group became a campaign of its own.
Primal grouped the landing pages by conversion rate and click-through rate (CTR). The medical card page had both a high conversion rate and a high CTR.
For September, remarketing ads were planned to aim at purchases, with the start of checkout tracked as the key performance indicator.
Generali had a monthly report and meeting, and the phase 2 review in September 2024 compared the results quarter by quarter.
Outcomes Achieved
Set side by side, the first 3 months of the search campaigns, December 2023 to February 2024, and the 3 months after, March to May 2024, show clicks up 225%, from 14,063 to 45,638, and conversions up 350%. Impressions rose 281%, and the average cost per click fell 62%.
In the 3 months after that, June to August 2024, impressions fell 34.33% and clicks fell 28.66%, while conversions rose a further 49.66%.
- 350%Increase in conversions
- 225%Increase in clicks, 14,063 to 45,638
- 49.66%Further increase in conversions the quarter after
Key Insights
- The report links the 2 strongest periods, March and July 2024, to product-specific campaigns: a Raya campaign on Google Ads and an eCombo campaign on Meta.
- The number of keywords bringing conversions rose 17.39% from March to August 2024, and most of the new ones were medical insurance searches.
- In the last quarter of the report, fewer impressions and clicks still brought more conversions.
