A leading provider of dental insurance, DentalInsurance.com was the first to enable individuals to both comparison-shop and apply for dental insurance and discount dental plans directly via the Internet.
DentalInsurance.com is a wholly-owned subsidiary of Kelsey National Corporation (KNC) with headquarters in Los Angeles, California.
Before joining Pure Digital, Dental Insurance was working with a large digital marketing agency that didn’t put in the time and effort necessary to expand and improve their PPC efforts.
They were spending the money, but were nonetheless failing to hit their CPA goals – the channel simply wasn’t profitable. Luckily for us, the previous agency’s poor PPC management left a lot of room for improvement.
• First off, a complete restructuring of the account. Out with the old, in with the new.
• Noticing that they were spending thousands in irrelevant keywords, we added negative keywords. This allowed us to cut wasteful spending while optimizing for the most relevant traffic.
• Revamped our remarketing efforts by creating multiple audiences, all with different durations. Over time this allowed us to find trends and narrow down the ideal remarketing campaigns for their specific audience.
• To make navigation and data collection more seamless, we structured the ad groups themselves in tighter, more consistent themes.
We began working with DentalInsurance.com in May; by the end of June we managed to cut their CPL down by 27% while simultaneously increasing their sales by 23%.
They hadn’t seen a lower CPL in their digital marketing efforts in the last 3 years. Within 5 months of working together, in September, we were able to grow their sales by 94%, YoY, while dropping their CPA by 43%.
Pure Digital knows the online marketing space better than any company I’ve worked with in the last ten years. They quickly streamlined our account and brought in CPA’s that were well below what we’d seen historically. All of our questions were answered in a straight forward way and requested changes happened in hours, not days. In the end, they under promised and over delivered, which is a very rare thing in this business.
Shawn Patrick - General Manager