SCOPE
Recovering efficiency and scale after business Shifts
Summary
By acquiring Young Alfred, an online insurance marketplace, Credible adds homeowners insurance to its portfolio, focusing on providing people with an easy, hassle-free, and privacy-focused way to compare and shop for financial products and policies.
Results
Metrics from 2022 September to October
Challenges
Domain changes disrupted Google Ads account performance.
In June, all ads were changed over from the Young Alfred domain to the Credible domain, which triggered a major relearning period in the Google Ads account. As a result, from May to June, we were limited in our ability to spend through our budget, seeing a drastic drop of 61% in monthly spend and a drop of 64% of completed applications.
A security deployment corrupted conversion data, limiting our ability to optimize.
With the acquisition of a new website and its data, Engineering deployed new rules that resulted in the loss of conversion attribution data for all of August. As a result we were limited to "front of funnel" performance data, meaning we couldn't see which campaigns were driving profitable conversions.
Regional market conditions constantly shift, adding complexity to campaign management.
With the acquisition of a new website and its data, Engineering deployed new rules that resulted in the loss of conversion attribution data for all of August. As a result we were limited to "front of funnel" performance data, meaning we couldn't see which campaigns were driving profitable conversions.
Company
Initiatives
Paid Media Triage
The first priority was to get paid campaigns stable in terms of spend and conversion volume. Tactics included relaunching a campaign that directed paid traffic to the Young Alfred domain to regain conversion volume, then slowly phasing out that campaign to mitigate sudden performance shifts.
Cross-Team Collaboration
In the organization, Product and Engineering typically operate separately from Marketing. The acquisition provided a unique opportunity for us to coordinate efforts and bring forth diverse perspectives. As a result, we troubleshot our product flow and identified major dropoff points and improvement opportunities.
Marketing Margin Focus
Conversion volume stabilized within a month but there was still a lot of work needed to bring our paid marketing back to profitability. With marketing margin as a core business metric, I took care of optimizing to performance minutiae, monitoring a variety of leading indicators when data was sparse or inaccurate.
Testimonial
Connie has been working with us for over a year and has been great. We have thrown so many different projects at her and she is able to handle each one with zero issues. She's not only diligent and organized but she also has a great critical mind when it comes to understanding problems and coming up with solutions for them. I couldn't imagine our marketing department without her.
