Acceptance Insurance
Initially, Elevated recognized several critical performance areas at acceptance.com where they were either wasting ad spend on ineffective keywords and ad groups or failing to take advantage of well-performing segmentations. Through various strategies related to marketing, optimization, and user experience design, the goal was to continually enhance acceptance's digital presence to increase their competitiveness in the market. Elevated employed four primary strategies: 1 - They converted “state” level campaigns into city-specific campaigns to allow for more precise bidding control. 2 - By conducting keyword research, they broadened the negative keyword list to eliminate irrelevant or low-performing terms. 3 - They implemented day-parting at the city level to boost efficiency metrics. 4 - They analyzed hourly conversion data to establish bid modifiers for greater efficiency. Results showed that by the end of the first month, the cost per lead (CPL) decreased to under $30, stabilizing around $23 by the end of the third month. In parallel, online conversions surged over 50% (from approximately 3,000 per month to about 4,500). Additionally, they managed to reduce the average cost per click (CPC) from roughly $14 to around $13. With a more than $100K ad spend, this 8% decrease in CPC resulted in significant savings. An immediate outcome was that, with the same advertising budget, they could increase both clicks and acquisitions.