LONDON, UK – August 1, 2002 – Lloyds TSB Insurance has begun a seven-figure advertising campaign that secures its position as one of the most prominent insurance brands on Google’s award-winning search engine.
Lloyds TSB’s relationship with Google will be managed by the agency Zenith Interactive Solutions, who assisted with the strategy, proposals and negotiations.
The campaign – part of the insurer’s drive to generate traffic to its website www.insurance.co.uk and increase online sales – was agreed after a successful three-month trial on Google.
The campaign is targeted at Google’s 7.5 million UK user base (source: Nielsen/NetRatings May 2002) and provides Lloyds TSB Insurance and its Screentrade brand with advertisements on search results pages for more than 1,000 insurance-related keyword search terms.
Google’s search engine delivers the fastest and easiest way to find information on the Internet. Its unbiased, advanced search technology and billions of web pages offer users an unrivalled tool to find relevant information in fractions of a second.
The benefit to Google’s advertisers is that their adverts appear alongside high volumes of relevant, qualified traffic generated by this powerful search technology.
Mike Mitchell, distribution director, Lloyds TSB Insurance, said: “Lloyds TSB Insurance is well on the way to becoming the leading online provider of personal insurance in the UK. Google’s advertising program drives highly targeted traffic to our website and increases customer acquisition – all for a very high return on investment.”
Kate Burns, Head of UK Advertising Sales at Google, says: “Alongside the accurate and unbiased search results they expect from Google, our users can now discover related insurance products, services, and suppliers from a trusted household brand. Lloyds TSB Insurance will be exposed to more than 10 million potential customers over the coming year.”
Google opened its UK office – the company’s first outside the US – late last year to deliver unrivalled targeted advertising programmes and search services, and help thousands of advertisers reach end-users without affecting the user’s overall search experience. In addition to Lloyds TSB Insurance, Google’s UK advertisers include Kelkoo, BT, British Gas, Opodo, British Airways, Ford and Virgin.
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Lloyds TSB Insurance Services Limited is a member of the General Insurance Standards Council.