ASSURANCE Optimization Roadmap (2020 Objectives (Keep targeted impressions…
ASSURANCE Optimization Roadmap
Truncated creative at 10%
Goal fo lost auction under 80%
1% "clicked same item"
10% Item diversity
Focuses: MEDICARE SC -> Life SC
+/-10% max adjust to prove CPA goals
MSN - US conversion push
Weekly non-converter block
CPA Goal (give/take)
Consistent creative adjustments - pausing, etc. Pictures of senior . citizens work well for both Medicare and Life account campaigns
"Insurance" categorized as "personal finance", reference financial verticals for campaign strategies and arb LPs for sign ups, potential objection handling and CRT issues, etc
Keep targeted impressions above 10M
Consistent high CTR for lower CPCs
Renovate Car Insurance account understanding
Hit Daily Caps, daily. Achieve through managing dayparting & Site opts.
New LP or redesign. Floating right rail, Assurance CTAs across all articles, or Assurance specific offers (not 3rd party sites).
Headline reset and permutation iterations to combat creative fatigue