Key Segment Targeting Drives ROAS

 

Background
A health insurance client was looking to drive positive return on advertising spend for coverage signups during the enrollment window.

Approach
Accordant identified key segments including people in the midst of major life events– moving, marrying, having children, etc– as well as those users who did not currently have healthcare. We ran an algorithm modeled off of signup converters in tandem with behavioral buys to diversify targeting.

Results
Accordant ran both tactics in tandem for four weeks until sufficient data proved the value of the algorithm over the data buy. As budget increased and optimization continued, ROAS lifted 19% and continued to improve during the final weeks of the campaign.