Insurance Company with Paid Media Challenges

We received a call from an insurance company looking to boost their online submittals for quotations. The firm was having issues generating a positive and sustained ROI and their primary method of advertising was Linear TV.

 

After running through our audit process of the company’s campaigns, we quickly realized they were paying higher than market rates on a significant number of TV stations. Those expenditures led to a lower frequency, thus limiting their ability to generate the necessary buzz for their line-up of insurance products.

 

How We Did It!

 

We assessed the campaign from different angles and determined the aspects that needed improvement were the following: 

 

This Included: 

 

• Scheduling ads according to the most responsive dayparts

• Re-evaluating conversions that the team believed were being misallocated on the attribution reporting based on other client historical data.

• TV Rate reduction was to show an apples-to-apples comparison.

  • The media buying team, utilizing in-house tools, was able to make optimization recommendations that helped lead to the results outlined below.

• Initiating a more robust Google Ads campaign to properly support the Linear TV airings. 

• Working back with in-house tech team to re-installing conversion tracking to monitor form submissions.

 

THE RESULTS 

 

• TV Rate decreased by 12-15%, same channels, same daypart

• CPA decreased by 52%

• Phone calls increased by 85% 

• Form submissions increased by 21%

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