Client Profile | APHI

Deep data analysis and Artificial Intelligence models increase profitability and identify new opportunities to dominate the market

Company Overview

ASPCA Pet Health Insurance is underwritten by Crum & Forster Pet Insurance Group^TM. Founded in 1997, Crum & Forster was one of the original pet insurance providers in the U.S. In 2006, as part of a strategic partnership with the American Society for the Prevention of Cruelty to Animals® (ASPCA®), they introduced their most recognizable and impactful brand, ASPCA® Pet Health Insurance (APHI). In the past 20 years, they’ve insured more than 400,000 dogs and cats.

First

The Goals

This client specifically wanted to focus on driving quotes and online pet insurance policy purchases through PPC. In addition, they wanted to reduce overall CPA and increase profitability from this channel. To achieve this, we managed a $1.3 million annual budget spread across nine strategically focused campaigns, which encompassed over 12,000 target key phrases and 16,000 ad copy variations.

Second

The Strategy

Prior to taking over their PPC campaign management, a review of their account structure by our team identified a wide variety of missed opportunities and wasted ad spend that we were able to correct immediately. As the campaigns evolved, we implemented in-house Artificial Intelligence bidding models to reduce overall CPA and maintain a target threshold of profitability.

Third

The Results

Since 2018...

Implemented a negative keyword list that's grown to over 22,000 negative key phrases

An initial account review uncovered $20,000 in unrelated ad spend

AI data analysis identified three new campaign opportunities that, since implemented, have resulted in APHI achieving 100% impression share within those audiences

Ongoing optimizations & AI bidding have doubled their conversion rate