RocketROI is #1 Leader in PPC optimization and SEM in Southern Europe. Most nominated agency at Google Premier Partner Awards 2018, RocketROI has won the Mobile Innovation Award 2018. Learn how we made it here. For more case studies: https://www.slideshare.net/BenedettaGiungi/rocketroi-case-studies/BenedettaGiungi/rocketroi-case-studies

1. X

2. Far from the Big 6 and traditional
agencies, RocketROI arrived on the
scene four years ago to change the way
we see marketing, using technology and
an innovative methodology.

3. 2014
RocketROI was founded by 3 entrepreneurs
with wide experience in business technologies
and more than €500M spent in paid media.
Adwords Search first algorithms.
€3M
2015
€7.5M
Google Adwords New business
leader in Spain. First operations
in Latin America. Leading Google
Accredited Professionals in So.
Europe. Google Spain New
Business Winner 2015. Adwords
Search & Shopping fully
automated.
Fastest-growing Google distributor in Europe. Shortlisted
Google Awards 2016 (3). Google Spain New Business Winner
2016. European Commision Seal of Excellence. Cloudera
global case study recognition. GA Display, Remarketing & Video
automated.
€14M
2016
2017
€35M
Sole leader of all Google Adwords &
Bing Ads performance rankings,
leading independent Adwords
distribution in Spain. Google Spain
New Business Winner 2017. First
operations in Northern Europe.
Shortlisted Google Awards 2017 (3).
Bing Ads & Amazon Advertising fully
automated. Machine learning. Backed
by Grupo Godó. +40 pro team.
2018
€100M
Spaceboost was born as a RocketROI
Spinoff, to solve advertisers and agencies
technology needs.
RocketROI Shortlisted Google Awards
2018 (5) - WINNER OF THE MOBILE
INNOVATION AWARD 2018
Spaceboost Shortlisted Google Awards
2018 (4)
2019
Both companies are
planning to expand
globally and expect
to reach 100
employees by the
end of 2019.

4. Client Success

5. Our training plan includes monthly in-house sessions with
specialists from Google and we are the company with the
most Google Certifications in Spain.
Our team of 60+ people has an average age of 28 years old.
We believe in developing young talent and creating career
plans where each Rocket learns from the best in each field.

6. We’ve taken a step away from the traditional model
and give our clients an incentive to own their own
account and have access to all their data.
Transparency
With RocketROI, a client is never tied down.
Non permanent
We always invest towards an objective. The time for
buying traffic or impressions without measurement
is over.
Goal-oriented

7. We couldn’t compete with the big agencies
without a secret weapon: our technology. Our
team of engineers develop tools to increase
our team’s efficiency and to produce better
results for the client.

8. 2016
2017
Finalists in 3 categories - Search Performance Award, Shopping Performance Award and Best Client Performance
Finalists in 3 categories - Mobile Innovation Award, Shopping Innovation Award and Growing Businesses Online Award
2018
With 15 nominations in 3 years, we are the most
nominated company in the world at the

9. …and the first to ever win a Google
Award in Spain!

10. Allianz Insurance is one of the leading insurance
companies in Spain and over the world. They are
committed to delivering the right type of insurance
for every individual, so they can explore life in the
knowledge they are protected.

11. Allianz needed to drive significant growth in one of
the most competitive markets in the world.
They needed to align their advertising strategy with
their business strategy: in order to keep their
position as market leaders they needed the best
technology in the market.
50%
Growth of leads
Year on Year
AMBITIOUS OBJECTIVE
€5 - €8 Insurance
GLOBAL CPC PRICE
€0.30 - €0.50 Average

12. Without technology, advertising campaigns can be up to 95%
inefficient. RocketROI inherited a high CPL and a stalled
volume of conversions from the previous agency, a Big 6.Big
Company,
Big Needs
Being a multinational and one of the biggest
companies in the world means big potential for
streamlining.

13. In the year we have been working together, we’ve
achieved record figures in all the relevant metrics.
+51% -28%
YOY 01 Jan - 31 Jan 2017 vs 01 Jan - 31 Jan 2018
+56%+175% +9%

14. leads
These were the results in 2017 and 2018 -
now we’re on the road to another record
year with Allianz.

15. This case is a perfect combination of
RocketROI and Google’s ad
segmentation and optimization tools
and methodology. The RocketROI
team worked together with Google
Madrid experts in finance and also
with the Google Dublin agency team.

16. Finding New
Segments
GENERIC AUDIENCES
Insurance
Home Insurance
Professional Insurance
SEGMENTED AUDIENCES
Professional Insurance for Lawyers
Home Insurance in Barcelona
Mercedes Car Insurance
AUDIENCESVOLUME
↟% SUCCESS
$
OVERPAID
NOT
WORTHY
$$$
↡%
Advertising markets are financial scenarios with generic & inflated niches, and more segmented &
deflated niches. Every audience has its own exact value. We worked to disaggregate audiences & ads
and technology helped us manage higher volumes of data, reaching full potential audiences &
maximizing ROI.
Technology let us scale audiences and ads, limitlessly.

17. We focused on our strong points: the
personalization of the insurance and the maximum
customization of coverage to the client’s needs.
We personalized keyword bids according to each
type of search audience, and we personalized the
ads and messages for each of these different
audiences.

18. Ad Copies
Live Rates
Site extensions
Keywords
Link Extensions
Target € CPL
Target Position
Target % Imp. Share
Target % CTR
Target Stop-loss
Seguro Resp. Civil Profesional | Seguros Allianz® Nº1 en Europa
www.allianz.es/seguro-resp-civil-profesional
rating for Allianz.es
Contrátalo desde 150€ y realiza tu actividad profesional con total tranquilidad. Productos
Innovadores. Presencia Internacional. Tipos: Seguro RC General, Directivos.
Keywords
“Seguro responsabilidad civil profesional”
[Seguro responsabilidad civil profesional]
+seguro +responsabilidad +civil +profesional
Real Automation

19. After switching to Google’s Data-Driven Attribution model,
we identified and segmented specific audiences and
keywords into combinations that we knew would lead to
conversions.
With a long tail keyword strategy this was the perfect
model: we could adjust the value for each specific
keyword, achieve much quicker optimisation, have less
dependence on branded keywords, and reach better value
for generic keywords that bring in high volumes of traffic.
AdWords
Data-driven
Attribution

20. We found the specific optimal CPC for each product
category, campaign type, and keyword: using RocketROI
technology to adjust our strategy to the maximum.
With all the keywords grouped by volume and relevance, we
could improve Allianz’s results based on the category of each
keyword, while maintaining the global CPA.

21. Cars
Lifetime
Motorcycle
Home
Health
Average CPC Clicks Cost / Conv. Conversion Rate
2,6
3,4
2,0
2,8
2,7
1.022
129
164
349
95
0,89 €
2,09 €
1,84 €
13,00 €
8,27 €
9,15%
8,57%
8,08%
1,43%
2,12%
We created campaigns with Google’s Dynamic Search Ads that
automatically segment audiences by product type... with excellent
results! We saw lower CPAs compared to other campaigns, allowing
us to segment all our campaigns by search terms even further.
Adwords DSA

22. We added created audiences based on Allianz’s web
users (separated by type of visit), adjusting the value of
each audience.
We added similar audiences for search and we activated
the in-market beta audiences for search, which allowed
us to anticipate searches from all their potential users.
Lastly, were able to specifically adjust our keyword bids
for up to 45% of our users, and some of them even
before they began to actively search for insurance.
Similar audiences Similar audiences In-market beta audiences
Keyword Bids & Segmentation

23. Building relationships is one of the most undervalued factors
of this century in the tech industry. We are not one of those
companies that don’t care about the people we work with.
We worked as a team with Allianz’s marketing experts, Joan
Pérez and Teresa Carnicé. They also spoke at our last
co-organized event with Google, explaining this case study.
Some months ago Joan was promoted inside Allianz to Head
of Innovation due to the success of his revolution in the
digital marketing area.
Joan Pérez, former Allianz ES Head of Digital Marketing speaking about
the case study at RocketROI & Google’s event in November 2017.

24. Ready for
Anything
Bravery is the key to meeting the challenges that we
face every day.
Allianz knows the insurance sector is ready for a
transformation. Redirecting their model towards a
new, more connected customer is crucial to
understanding individual needs, and building
relationships with clients that allow them to live their
lives to the full.

25. The Tip
of the Iceberg
Having changed Allianz’s lead generation model,
we were able to reinvent the way Allianz delivers
leads to their mediators.
By growing their digital channels they are able to
distribute their leads in a more efficient way,
allowing more individuals to access the insurance
that they need to live their lives freely.

26. A Change
is Coming
Due to the results Allianz saw with RocketROI’s
strategy, Allianz was able to reinvent their strategy to
deliver more personalized insurance to more people.
Using technology to deliver affordable, tailor-made
peace of mind to individuals around the world.

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