"We partnered with Overland Agency because they had both the creative execution and the strategic analysis to achieve success in our data-driven industry. They demonstrated an understanding of our target demographic and what will drive them to convert. This combined with comprehensive reporting and quick adjustments to the campaigns made Overland Agency the ideal partner.”
Carolina Thompson
Internet Marketing Manager, Aegon








Client:
Stonebridge Life Insurance Company is part of AEGON, one of the world’s largest life insurance and pension companies, and has been providing quality insurance products to Americans for more than 35 years.

Challenge:
Stonebridge Life wanted to launch an online campaign to drive traffic to their product websites and increase the number of policies sold online. Stonebridge Life has several policy types, from term life to accidental death & dismemberment insurance, directed to several demographics. Searchers enter a variety of keywords (including “travel insurance,” “construction insurance,” “no-hassle policy” and “burial expenses,” among others). Product homepages needed to be highly relevant to these many search terms, and banner ads needed to speak to each target and be located where audiences were looking.

Solution:
Due to the broad market reach and multiple target demographic profiles, the Overland Agency’s approach began by developing a strategic media plan that tested, analyzed, and refined variations in keyword objectives, ad messaging, and landing pages. The plan outlined conversion projections along with cost per application from both organic (SEO) and paid search (PPC) response. It was a holistic approach that recognized that 70-80 percent of searchers click within organic results, the rest in paid, and that presence in both can lift click-through rates.

Result:
Stonebridge Life needed to see results quickly, and they did: In the first two weeks, traffic increased six times over and the percentage of new users increased 200 percent. Through careful bid and keyword management, we lifted the overall click-through rate 100 percent, driving relevant traffic to the site. We continue to apply learning from SEO and PPC metrics to improve overall results for Stonebridge Life. The company’s foray into SEM has been so successful, other Stonebridge divisions (and insurance) products have signed up with Overland to launch their own successful search marketing campaigns.

This project won:

• 2006 International Davey Awards: Silver Award for Websites Online Marketing