Slide: Strategic Paid Campaign Plan for Home Insurance via UK Post Office

1. Campaign Objective & Strategic Focus
2. • Primary Goal: Drive home insurance policy sales through high-intent paid marketing while strengthening long-term brand trust and renewal rates.
3. • Key Focus Areas:
4. • Expand audience reach: Maintain strong engagement with 60+ demographic while capturing younger homeowners (30–50 age group).
5. • Optimize non-PCW channels: Prioritize web direct advertising, SEO, and organic lead generation instead of relying on Price Comparison Websites (PCWs).
6. • Improve retention & renewal rates: Messaging strategy to emphasize long-term benefits, affordability, and trust in the UK Post Office.

2. Paid Marketing Channel Strategy

Channel Purpose Key Execution Strategy

Google Search Ads Capture high-intent users searching for home insurance. - Target “home insurance for seniors,” “best home insurance UK,” “affordable home insurance.” – Use age-based bid adjustments to balance older & younger audiences. – Implement Smart Bidding (CPA/ROAS-focused).

Social Media Ads (Meta, TikTok, LinkedIn) Expand reach among younger demographics (30–50). - Awareness: Video & carousel ads showcasing affordability & easy claim process. – Lead Gen Forms: Pre-filled forms on Facebook & LinkedIn for direct quote capture. – Retargeting: Dynamic creatives for users who visited but didn’t complete a purchase.

YouTube & Programmatic Display Build brand trust and educate audiences on policy benefits. - Explainer videos on policy benefits and renewal advantages. – Target first-time homeowners, renters, and mortgage buyers with behavioral segmentation.

SEO & Content Marketing Drive long-term organic traffic and avoid PCW dependency. - Optimize for “best home insurance for seniors,” “trusted home insurance UK,” etc. – Create blog content, FAQs, and guides to rank on Google. – Develop comparison articles against competitors (without using PCW).

Email & SMS Retargeting Increase conversions & renewal rates. - Retarget visitors with unfinished quotes. – Send personalized reminders & renewal discounts. – Exclusive offers for existing policyholders.

3. Audience Targeting & Segmentation

Segment Targeting Strategy Ad Messaging Focus

Older Homeowners (60+) Custom intent search, Google Display, Facebook Retargeting “Trusted Home Insurance Backed by the UK Post Office – Affordable, Reliable, and Hassle-Free.”

Younger Homeowners (30–50) Social media (Meta, TikTok, LinkedIn), YouTube “Protect Your Home in Minutes – Fast Quotes, Simple Coverage, No Hidden Fees.”

Policy Renewals & Existing Customers Email, SMS Retargeting, Loyalty Offers “Renew Today & Save – Exclusive Discounts for Loyal Customers.”

4. Execution & Optimization Plan

Step Focus Area Optimization Approach

Campaign Setup Audience targeting & messaging A/B test creatives, use age-specific landing pages for different demographics.

Bid Optimization Maximize conversions at lower cost Adjust bids by device, age group, and geography. Focus on high-intent keyword variations.

Landing Page Optimization Improve conversion rates Test shorter vs. longer forms for different segments. Use trust signals (reviews, Post Office branding, security assurances).

Performance Tracking Continuous refinement Monitor CPC, CPA, ROAS, and renewal uplift. Optimize for lifetime value (LTV), not just cost per acquisition.

5. Key Takeaways & Next Steps

✅ Expand audience focus beyond 60+ to capture younger buyers.

✅ Prioritize non-PCW digital channels: Google Ads, Social, YouTube, SEO.

✅ Use messaging that emphasizes trust, affordability, and renewal incentives.

✅ Leverage retargeting, email, and SMS to maximize policy renewals.

Would you like any refinements or deeper insights into specific areas?