Doing What’s Best for Pets Best Pet Insurance
Improving performance across Paid Search, Paid Social and Display
Objectives.
US based pet insurer Pets Best, offers a range of flexible pet insurance plans to help provide pet parents with peace of mind when it comes to veterinarian bills. Understanding that pets are part of the family, Pets Best strives to take the financial worry out of owning a pet and to help their customers afford the best veterinary care for their best friends.
We’ve been running Pets Best Pet Health Insurance’s Display, Paid Search and Paid Social since May 2018.
Pets Best’s digital activity was siloed, with their Display activity, Paid Search, and Paid Social run by a mix of in-house and agencies. This meant they were often attributing individual sales to multiple channels, which resulted in them paying for each sale multiple times with little to no visibility on this activity.
Pets Best wanted to remove the silos and implement a multi-channel approach which reaches new users, maximizes sales, and expands their strong online presence.
Strategy.
We launched social, search and display campaigns on a pure-performance model, deduped against each other to ensure that Pets Best would only pay for unique sales.
We wanted to capture users at every part of their journey and ensure that the final purchase was made on site. We noticed that Paid Search was driving 96% of total clicks, so we decided to use the cookies acquired from these clicks to build our Paid Social and Display audiences.
We also decided to test out our top performing keywords as contextual targets for Display. We then used these same keywords combined with a list of competitors taken from AdWords’ Auction Insights to create custom intent audiences which reach specific people as they are making a decision about pet insurance.
In order for us to improve the conversion rates, be cost effective and improve customer experience, we created a negative audience of past converters. We also developed rule-based audiences of people that had visited the success page and the customer portal page, as this would show that they had already purchased and so we couldn’t get any ROAS from them.
Results.
We had access to the performance reports from Pets Best’s old agencies, and so we could compare past performance to what we were driving. From the historic Display conversion rate to our deduped activity, we saw an increase of roughly 1,014%.
Comparing our first full month of Paid Search performance to their last full month of activity, there was a 212% increase in traffic to the website at a 55% increase in leads driven. The bulk of this uplift came from our non-branded activity, which we used to build the cookie pool’s that these users could be converted later on, in the lower-funnel branded campaigns.
We also saw an uplift in Social activity, with the undeduped conversion rate increasing by 14.9%.
When using high performing keywords on Search, we saw a 67% increase in conversion rate compared to our Non-RLSA campaigns. Since going live with remarketing to the Search audience on Display, the Search audience segment has gained a CTR that is 50% higher than the rest of the remarketing segment.
In the first two months, cross-channel conversions have accounted for around 5% of conversions.
