iSelect used two conversion points – one for intent and one for lead generation/form completion. Each point had a different CPA target, with the one for form completion being higher. The campaigns had separate floating pages targeting the same vertical, the same objectives and KPIs, but a slightly different content which could, therefore, be tested.
The creative worked extremely well because:
– The brand localized its headlines by using terms such as “Australian”, which resonated with the target audience.
– The creative used numbers within the headlines, making them more engaging.
– Great and relevant use of images: the people looked real. The images used were close-ups and had a personal feel that people could relate to.