Acceptance Insurance is a leading provider of personal automobile insurance and other related products.
Gaining a digital edge in a highly competitive space
Elevated identified several key areas of performance where they were either bleeding ad spend on non-performing keywords/ad groups – or – not exploiting segmentations that were performing well. Elevated implemented 4 key strategies:
1 – We segmented “state” level campaigns to city targeted campaigns in an effort to control bidding at a more granular level.
2 – Through keyword research, we expanded the negative keyword list to eliminate irrelevant or under-performing keywords.
3 – We implemented day-parting at the city level to improve efficiency metrics.
4 – We analyzed hourly conversion metrics to set bid modifiers to improve efficiency.
By the end of month 1, we had lowered their CPL to under $30 and by the end of the third month – it had stabilized around $23. At the same time, we were able to improve online conversions by more than 50% (from ~3,000/mo to ~4,500/mo). In addition to the above, we were able to lower the average CPC from ~$14 to ~$13. With a $100K+ ad spend, a 8% reduction in CPC translated to substantial savings. The other immediate effect was that with the exact same ad
budget, they were able to increase the number of clicks and acquisitions.