Embrace Pet Insurance is a leading direct-to-consumer (D2C) pet insurance company. Their mission is to provide pet parents with genuine support and certainty when they need it most. With personalized accident and illness policies, a flexible wellness plan, compassionate customer care, and timely claims processing, Embrace Pet Insurance stands out in the pet insurance industry.
Embrace Pet Insurance approached Black Propeller with the goal of scaling their policy purchases and quotes. They wanted to improve the performance of their non-brand campaigns, specifically focusing on reducing cost per quotes and cost per policy purchase. Additionally, they aimed to be more efficient and less reliant on brand campaigns.
One of the main challenges we faced was a significant budget cut for the first quarter compared to the previous year. This meant that we had to achieve scale and volume efficiently with restricted resources. Another challenge was that Embrace Pet Insurance measured everything based on a last-click attribution model internally.
Our approach for Embrace Pet Insurance’s PPC account involved implementing Black Propeller’s best practices while also testing new ideas to improve performance. We recommended reducing investment in Google Search Partner campaigns to enhance lead quality. We conducted ad copy tests across all ad groups to make their ads stand out in the competitive landscape and increase click-through rates (CTR).
Collaborating closely with Embrace’s Data & Analytics team, we developed a lead scoring system to bid and remarket more effectively. By importing offline lead scores into the Google Platform, we allowed bid strategies to prioritize and bid for more qualified leads. This approach resulted in an increase in higher qualified leads and a decrease in less qualified leads.
To further expand Embrace Pet Insurance’s reach, we tested into meta campaigns with a fresh creative approach. Utilizing videos, user-generated content (UGC), and static images, we aimed to capture the attention of potential customers and drive engagement.
Our efforts produced impressive results for Embrace Pet Insurance. Quarter-over-quarter, non-brand campaigns saw a 32% increase in spend, an 11% decrease in cost per acquisition (CPA), and a significant 47% increase in policy purchases.
Comparing the second quarter year-over-year, non-brand campaigns achieved an impressive 80% increase in policy purchases, a 36% decrease in cost per policy, and only an 8% increase in spend.
In May to June, brand campaigns experienced a remarkable 310% increase in click-through rate (CTR) due to optimization efforts in Microsoft. While we paused California activity (an internal decision), CPL and CPAs remained efficient in June, demonstrating our ability to manage performance even with reduced traffic.
Moreover, brand impression share increased by 4% year-over-year, and search demand for the term “Embrace Pet Insurance” reached its highest point in the last five years during this month.
Black Propeller’s strategic PPC management services successfully enabled Embrace Pet Insurance to scale their policy purchases and quotes while maintaining efficiency. By implementing best practices, conducting creative tests, and collaborating with the client’s team, we achieved impressive results in terms of increased policy purchases, decreased costs, improved click-through rates, and increased brand visibility. Embrace Pet Insurance continues to benefit from our data-driven approach and innovative strategies to drive growth in the competitive pet insurance market.