Result
We managed to drive a CPA of $10 for quotes and $198 for completed applications.
Campaign
The insurance industry is a competitive space with big advertising budgets and a large number of competitors. Sparcmedia was tasked with a low CPA goal in an already saturated car insurance market.
1. Generate quotes and completed applications.
2. $20 CPA target for quotes.
3. $250 CPA target for completed applications.
The Solution
Sparcmedia applied a display prospecting strategy to generate impressions and unique reach. Upon identifying that private marketplace deals generated one of the most cost-effective CPA’s with scale, we pushed a higher percentage of impressions to the best performing site.
The digital advertising targeting strategy included a combination of contextual, demographic and competitor keyword targeting to identify the audiences that were most relevant to the brand based on their behaviour, age, interest and income.
Recency and converted retargeting was used to re-capture users who had demonstrated intent to purchase the product.
The campaign was optimised by site, creative, ad unit, time-of-day and day-of-week to maximise the client’s return on investment and achieve the goals of a low CPA.
