HDFC Life has announced a tie-up with Google to restructure the company’s campaigns thereby making them run better with automation. The company has been at the forefront of technology, to better serve its customers. The collaboration with Google is in line with the same philosophy. The company, along with its agency partner, iProspect, has been able to leverage machine learning built into Google Ads to target potential customers with relevant ads through fewer search marketing campaigns and targeting groups. Machine learning based automation in Google Ads has enabled HDFC Life to significantly reduce multiple manually optimized targeting groups to fewer groups, leading to improved performance. This approach has delivered a substantial increment of 84% in leads and a 50% increase in lead quality, while simultaneously reducing cost by 46%. Vishal Subharwal, EVP, eCommerce and Digital Marketing, HDFC Life, said technology is the way ahead for life insurance. This joint engagement with Google and iProspect has yielded superior results in terms of increase in ROI and decrease the lead costs, he added. Vikas Agnihotri, country director, Google India, said working closely with HDFC Life Insurance and its agency, Google’s teams were able to simplify the Search Marketing campaigns using automation. Thanks to automation the volume of target groups (i.e. ad groups) reduced by 500X and the teams are now focusing their time on creative experimentation and building further on this success, he added.
