Make a detailed SEM campaign plan for Bajaj Allianz term life – Part 1 | Case Study of the Day | 28th Nov 2020
Before we start here is the solution to yesterday’s case study video : https://bit.ly/2V743xF
About the company :
Bajaj Allianz Life is one of the leading private life insurance companies in India. The Company is a partnership between two powerful and successful entities in their own right – Bajaj Finserv Limited, one of India’s most diversified non-banking financial institution and Allianz SE, one of world’s leading asset manager and insurer.Commencing its operations in 2001, Bajaj Allianz Life has in less than two decades expanded its presence across the country. It serves millions of customers through its 524 branches, 70,000+ agents (as on 30 Sept 2020), and comprehensive set of trusted partners and via its online sales channel.
About the activity:
Bajaj Allianz wants to do a detailed ACM campaign plan to reach out to potential prospects when they are searching on Google and on various partner sites of Google including YouTube. assume that they have to set up such a campaign for the first time and hence there is no previous background data to do.
Assume this is only for the term Life insurance business and within that the smart goal protect is their flagship product and they would want to gift 50% of the budgets to this.
The total budget for a cm is 10 lacs per month.
The brand ambassador is Ayushmann Khurrana and his the creative can fully leverage the same
This is particularly the right time when an insurance company hikes of the spends in India because January February and March other peak months when insurance products are bought. the current pandemic also means that such interest would be on the higher side.
Task at hand:
Typically 2 steps by making SEM campaign plan.
Step 1 – Make a strategic plan which outlines a various buckets of keywords and the allocation of budgets as per the campaigns. This has to be done in an Excel sheet.
Step 2 – Do keyword research and allocate the keywords various ad groups.
Resource to read:
