Background
With so much confusion in our lives already, Confused.com is helping bring clarity to the world of insurance and financial services. This includes everything from car insurance, car finance, home insurance, van insurance, travel insurance, pet insurance, life insurance, gas and electricity, loans, and much more.
Confused.com is the first and longest-running UK comparison site, formed in 2002. They make it easy to compare a wide variety of insurance types and financial services from a range of trusted providers. Confused helped revolutionize the way we all compare and buy insurance – now, 88% of UK motorists use comparison sites at least once a year.
Marin had a clear plan for getting the best performance from our campaigns and it worked. The Marin team brought a very high level of expertise to the bidding trial.
Challenge
Paid search is an essential piece of the Confused.com customer acquisition machine and they have used Marin to power their programs for nearly 8 years. To make certain they were still working with the best platform for their needs, they decided to run a bidding test against a potential alternative.
Solution
The Confused.com team structured the tests within specific lines of business to provide a clear, isolated read on the impact. The tests were generally run for two months to make sure there would be sufficient data to make a decision. Google’s Drafts and Experiments tool was used to split the traffic 50/50 between Marin and challengers.
Results
In the final test, Marin was able to hit the target CPA and deliver higher conversions than the challenger, resulting in:
- CPA that was 11% lower than the competition
- Conversions that were 23% higher than the competition
- Conversion rate that was 8% higher than the competition
Happy Valentine’s Day, Darlings,
Whether you’re swooning over heart-shaped chocolates or side-eyeing this Hallmark holiday, I’m here for you and your weekly dose of marketing tea. Love it or loathe it, let’s dive into the real relationships that matter - between brands, platforms, and those elusive clicks…
Super Bowl Ads: Stars, AI, and Learnings for Marketers
This year’s Super Bowl ad game showed us that throwing big bucks at AI buzzwords or Hollywood A-listers doesn’t guarantee a touchdown. While generative AI brands mostly fumbled (except Meta’s smart play with Ray-Ban AI glasses), T-Mobile and Starlink’s partnership proved that practical value wins hearts - and clicks - with a staggering engagement rate 12x the average. Celebrities? Sure, they work, but only when they authentically connect with the brand (see: Post Malone with Bud Light). The real MVPs? Poppi’s Gen Z influencers, who sipped their way to a 442% engagement boost. For marketers, the takeaway is clear: flashy plays are fun, but data-driven authenticity? That’s how you win the game - and the hearts of consumers.
Google Customer Match Gets a Privacy Makeover
Just in time for Valentine’s Day, Google is reminding us all that relationships - especially with your customers - need constant upkeep. Starting April 7, Customer Match list durations will be capped at 540 days, meaning no more holding onto stale data like an ex’s old love letter. While this privacy pivot aligns with consumer trust (aww), it’s also a nudge to advertisers: keep your data fresh or risk shrinking audience lists and fizzling campaigns. For marketers, the move underscores the importance of frequent data refreshes to keep your campaigns effective - and your targeting game strong. Consider it Google’s way of saying, “If you love them, update them.”
Meta’s Advantage+ Wants to Be Your Marketing Valentine
Meta just sent marketers a bouquet of new AI features designed to woo you into Advantage+ campaigns. From streamlined setups to lead-gen tools boasting a 10% lower cost per qualified lead, Meta is making it easier than ever to fall for its automated charm. And let’s not forget the new opportunity score system - because who doesn’t love a little judgment with their ad strategy? Marketers, whether you’re smitten with AI or still playing hard to get, these tools are a reminder that automation is Meta’s love language.
New Google Analytics Report Collections: Love It or Leave It?
Google Analytics is playing matchmaker with its new “Report Collections,” promising to help advertisers organize data by themes like “User Behavior” or “Acquisition.” But let’s be real—while this feature might feel like swiping right on the analytics setup of your dreams, the real test is whether it delivers actionable insights or leaves marketers with analysis paralysis. Pro tip: focus on curating collections that align with your goals to avoid getting ghosted by irrelevant data. After all, it’s not about how much data you have - it’s how you use it.
Google to Advertisers: Define Your Brand - or We’ll Do It for You
Google Ads is giving brands an ultimatum: update your business names and logos in their platform by March, or let Google play matchmaker with your “top-performing” assets. Sure, automation sounds convenient, but do you really want Google deciding which logo speaks for your brand? (Hint: probably not.) Marketers, take this as your love letter to refresh your guidelines and lock in your identity - because in the game of branding, control is the ultimate power move. Don’t ghost this deadline, or you’ll be left with a look Google swipes right on… not necessarily you.
Reddit’s AI Search is Looking for Love (and Revenue)
Reddit is playing matchmaker between users and its 20-year treasure trove of conversations, hinting at an AI-powered search expansion that could answer even the most niche “subjective hard, [and] interesting questions.” For advertisers, this could be the start of a long-term relationship with the ultimate data soulmate. Reddit’s hyper-engaged communities already deliver premium targeting opportunities, but AI-powered search could bring even more relevance to campaigns. If you’ve been eyeing Reddit as part of your 2025 strategy, it might be time to shoot your shot - before your competitors slide into those communities first.
And that’s a wrap, sweethearts! Whether tonight calls for champagne or crunching campaign data, remember: love might be unpredictable, but your strategy doesn’t have to be. See you next week for more digital drama and marketing magic!
You know you love me,
