Google shared a new case study with AXA brand, Direct Seguros, conducted in Spain, that demonstrates the role of search in driving both online and offline applications, and the cost efficiency of search relative to other media.
Highlights from the study:
- Significant online to offline effect. 8.8% of offline conversions are driven by online activity.
- Paid search is the most cost-effective way to increase insurance applications - over ten times more efficient than other media.
- Improving position in paid search increases applications online by 2.7%, and offline via the call centre by 1.7%.
- Considerable TV and search synergy -- TV incrementally drives 6% of paid search clicks.
Here's the completed study: