The first series of our Trusted Choice digital ads wrapped in July with better results than anticipated. The next series starts in September, and we expect further improvement due to optimization.
The digital media campaign uses Freedom Campaign materials to target local consumers searching online for insurance coverage and steer them over to your agency by way of trustedchoice.com, our consumer website.
This year's first three-month series wrapped in July with 10 percent more exposure in South Carolina than was anticipated. We ended with 8.3 million impressions, 5,450 clicks and 682 conversions (see below for further explanation).
This year's digital ad campaign also featured a social element with sponsored content on Facebook to boost our brand recall and retargeting.
The next round started this month and runs until November. We expect better results due to optimization, which is the most important benefit of using digital display advertising.
How display ads work
Display banner ads are adjacent to content on third-party websites such as trulia, Forbes and AutoTrader.com.
Social media ads are placed on Facebook newsfeeds and sponsored content section.
Each time an ad displays on a webpage viewed by a consumer is an impression. Impressions are important because it means brand exposure. More consumers seeing the Trusted Choice® logo is a goal of this campaign.
Each time a consumer clicks on our ad is a click. When consumers click on our Freedom campaign banner ads, they are directed to our consumer website, TrustedChoice.com. Clicks are important because it means people seeing our consumer website.
The ultimate goal of our consumer website is for consumers to contact our members through the "Find an agent" or "Get a quote" tools. Each time a consumer does either it is a "conversion."
Digital ads are optimized over time as analytics show what variables generate better consumer response. This means that we watch what gets a response from consumers and then do more of it so that our impressions, clicks and conversions increase over time.