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.