Embrace Pet Insurance is a leading company in the pet insurance industry, offering customized policies for accidents and illnesses, a flexible wellness plan, attentive customer service, and fast claims processing. Their mission is to provide genuine support and peace of mind to pet owners when they need it most.
Challenge
One of the main challenges we faced was a significant reduction in the budget for the first quarter compared to the previous year. This meant we had to scale up and achieve high volume efficiently with limited resources. Another major challenge was that Embrace Pet Insurance measured everything using a last-click attribution model, which made it difficult to assess overall performance and optimize advertising campaigns effectively.
Approach
The Results
Our efforts produced impressive results for Embrace Pet Insurance. From one quarter to the next, non-brand campaigns saw a 32% increase in spend, an 11% reduction in Cost Per Acquisition (CPA), and a significant 47% increase in policy purchases.
When comparing the second quarter year-over-year, non-brand campaigns achieved an 80% increase in policy purchases, a 36% reduction in Cost Per Policy, and a modest 8% increase in spend.
Between May and June, brand campaigns experienced a remarkable 310% increase in Click-Through Rate (CTR) due to optimization efforts on Microsoft. Although we paused activities in California (an internal decision), CPL and CPA remained effective in June, demonstrating our ability to manage performance even with reduced traffic.
Additionally, brand impression share increased by 4% year-over-year, and search demand for the term “Embrace Pet Insurance” reached its highest level in the past five years during this period.