ANALYTICS AND SEARCH

PORTFOLIO
Google AdWords
Client
Cover-More Travel Insurance
Product
Travel Insurance

AMB330 Digital Portfolio

Assessment 2
Search Strategy
Student
Kian Vidler - n9436553
Tutor
Amy Schurman
Tutorial
(6) Wed 5-7pm
Room: E410

Assessment 2

AMB330

Kian Vidler n9436553

Within google when keywords with high commercial intent are searched almost two thirds
of user clicks are on paid or sponsored ads (Gabbert, 2015). This is thanks to Search Engine
Marketing or SEM.
SEM is a particular type of online marketing where extra traffic is directed towards a site
through paid search listings. These paid listings help to achieve maximum visibility to
potential customers by target them using pre-determined words or phrases. This allows for
specific marketing tailored to the individuals. A SEM strategy could be of great use to CoverMore in increasing brand awareness, competing with competitors and obtaining new
customers.
It is recommended that Cover-More use Google AdWords to implement a SEM strategy.
Google is the most popular search engine within Australia. It currently has a 67% market
share and is the preferred search engine for Cover-Mores target demographic of travellers
aged 18-25 (Digital Summit). It also has extensive tools built in to help maintain cost and
gather, monitor and measure user statistics. This allows for extremely targeted marketing
reaching users actively searching for travel insurance.
The budget for this campaign is set at $10,000 per month. This allocated amount will be
used entirely within AdWords at $333 a day for 30 days. As shown within Appendix 1 and 2,
the search for Travel Insurance is a fairly stable search term throughout the year with
small increases seen in January and June. This is presumable due to holidays falling on these
times and therefore could be the most effective months to implement this campaign.
In taking advantage of a SEM strategy using AdWords, Cover-More will meet all of its market
objectives. It will drive direct sales to intercept an active in market customer pre-purchase
by appearing to potential customers when they begin searching for travel insurance. It will
improve brand awareness for future customers by becoming the first brand they see when
searching for travel insurance and it will create awareness of the product and the
need/value targeting direct groups as they search for specific terms.

References
Digital Summit. (n.d.). Google Maintain their Stranglehold over the Australian Search Engine Market in 2014.
Retrieved September 17, 2016, from http://www.digitalsummit2013.com.au/google-maintain-theirstranglehold-over-the-australian-search-engine-market-in-2014/
Gabbert, E. (May, 2015). The WordStream Blog. Why Use AdWords? Here Are 10 Reasons. Retrieved
September 17, 2016, from http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords

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Assessment 2

AMB330

Kian Vidler n9436553

Search Volume Estimates and Budget Breakdown

Daily Budget
Campaign to run for one month, from 1st October 30th October
$10,000 over 30 days
$333 per day
Created using Google AdWords Keyword Planner - (Figures for reference only, may vary if campaign is launched)

Google AdWords. (n.d.). Keyword Planner, Get forecast and review plan. Retrieved September 17, 2016, from
https://adwords.google.com/ko/KeywordPlanner/Home?__c=2443111438&__u=2095266712&authu
ser=0&__o=cues#new_estimates

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Cover-More Travel Insurance

Assessment 2

AMB330

Kian Vidler n9436553

Appendix 1
Google Trends
Search term: Travel Insurance
2004 Present

Google Trends. (n.d.). Search term: Travel Insurance. Retrieved September 17, 2016, from
https://www.google.com/trends/explore?date=all&geo=AU&q=travel%20insurance

Appendix 2
Google Trends
Search term: Travel Insurance
Past 12 months

Google Trends. (n.d.). Search term: Travel Insurance. Retrieved September 17, 2016, from
https://www.google.com/trends/explore?date=all&geo=AU&q=travel%20insurance

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