In the market that’s dominated by seasonality trends, the lion’s share of travel insurance providers focuses their marketing efforts on the summer period only. Knowing that we have a media budget that’s much smaller than the competitors, we need to be smarter about when to spend it. We’re investing a large part of our budget into Google Search and the higher the competition, the more we are going to pay for our clicks and thus for our derived revenue.
We also know that consumers often can’t distinguish the messages of different travel insurers and advertising during the busiest period, where there is too much noise from competitors can result in our message getting lost. Or worse, being attributed to a competitor.