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Case Study IdentoGO

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IdentoGO
IdentoGO

IdentoGO is an identity verification company and an official partner of the TSA. They provide the identity verification required for TSA Pre-Check approval.

Challenge:

December 2015 was a very slow season for IdentoGO as the population was focused on the holidays and competition was high for advertising space. As a result, the budget for December 2016 was decreased by 62.9%. Anvil was tasked with optimizing all campaigns and allotting the budget as needed to alleviate the seasonal decline as much as possible.

Goal:

  • Increase conversion rate year over year
  • Lower Cost per Acquisition year over year

Strategy: 
Anvil monitored search, display, and social campaigns daily as CPA and conversion rates changed in order to maximize performance. A large emphasis was placed on search and the highest performing cities.

Results:

Anvil surpassed the month’s projections despite spending over 62% less money. The December 2016 campaigns had the third-highest conversion rate in 18 months. The paid social campaign pulled in the lowest CPA on any channel, while search had a 39% conversion rate.

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