Travel insurance

The work was conducted in the insurance niche, which is traditionally characterized by high competition in the auction and consistently high cost per click. Campaigns were launched in a complex market environment where CPC directly affects the economics of advertising, and the cost of conversion is often determined not only by the quality of optimization but also by the overheated auction.

At the start, the advertising campaigns demonstrated typical problems for such a niche: high cost of conversion, unstable conversion rate (CR), significant expenses in Search campaigns with a limited number of applications, as well as uneven budget distribution among tools. In some campaigns, CPA exceeded economically comfortable values, which was a direct consequence of expensive traffic and high competition.