Google Ads campaigns and SEO
Our role
Campaign strategy, keyword research, target group segmentation, budget monitoring, conversion tracking, conversion optimization, creative assets, Google search ads, SEO
The challenge
MyRight, part of AXA-ARAG, is less well-known despite the high profile of its parent brand, and its service – a one-off legal consultation at a fixed price – is not well established. This is reflected in the low search volume for relevant keywords in Switzerland, suggesting a lack of awareness and acceptance of this innovative service model.
The approach
Based on customer behavior, we segmented our target groups and used Google Ads at different stages of the customer journey:
- Increasing brand awareness through precise target group segmentation.
- Implementation of A/B tests to optimize budget allocation.
- Development of a process for the continuous creation of channel-specific creative assets.
- Optimization of the MyRight website to increase organic (unpaid) traffic.
- Strategic consulting on SEO and SEA issues for lead generation.
The results
The strategic approach led to a significant improvement in various key performance indicators:
- Increasing the click-through rate (CTR) of Google Ads to 7.1% while simultaneously reducing costs.
- Over 98% relevance in Google Ads search results.
- Erfolgreiche Planung, Produktion und Verbreitung kreativer Materialien über alle Zielgruppen hinweg, was die Gesamteffektivität der Kampagne verbesserte.