American Collectors Insurance
For over 40 years, Cherry Hill, NJ-based American Collectors Insurance has been providing collectors of everything from cars to coins with the coverage they need to protect their valuables. Specifically pertaining to classic automobiles, American Collectors Insurance is known for their unsurpassed protection plans and outstanding customer service.
Client’s Online Pain
Classic car owners are a niche audience, so formulating an effective advertising campaign for them presented a unique set of challenges. The biggest of them was getting their ads in front of qualified users. Prior to our intervention, identifying such a specific group of people seemed like an insurmountable feat. Obstacles like filtering out all irrelevant traffic and ensuring that their services were not turning up in front of people shopping for standard car insurance presented themselves immediately.
1SEO.com Digital Agency’s Strategy
American Collectors Insurance wanted to do three things:
- See a sizable increase in click-through-rate (CTR)
- Lower cost-per-click (CPC)
- Lower cost-per-converted click
However, getting the most bang for your buck with a PPC campaign in the insurance industry would require a significant financial investment. Needless to say, American Collectors Insurance obliged.
The first thing we did was come up with a hefty list of negative keywords (such as insurance company, insurance quote, and anything else that would attract any of the aforementioned undesired traffic) to eliminate unqualified users. Armed with this list and a target audience of people in Delaware, Maryland, New Jersey, New York, and Pennsylvania, we created three separate campaigns: classic car insurance, collectibles insurance, and remarketing. Then, we separated each campaign into several granular ad groups:
- “Classic car insurance” contained the following ad groups:
- Antique car insurance
- Antique truck insurance
- Classic car insurance
- Classic vehicle insurance
- Collectible car insurance
- Collectible truck insurance
- Collector car insurance
- Collector truck insurance
- Hot rod insurance
- Street rod insurance
- Vintage car insurance
- “Collectibles insurance” contained the following ad groups:
- American collectors
- Antique firearm insurance
- Antique gun insurance
- Antique insurance
- Collectibles insurance
- Collectors insurance
- Firearm collectors insurance
- Gun collectors insurance
Then, we identified the best-performing terms and paused out the lowest performing ones. We also frequently sifted through our data to ferret out any other irrelevant search queries to add as negative keywords; we did the same thing to identify any queries we might have missed to add as keywords.
- CTR increased by more than 60%
- Cost per converted click dropped by 30%
- Average CPC dropped by 23%
Not only were we able to get more visitors to the American Collectors Insurance site, but we were able to do so while stretching each dollar and maximizing every resource we had available.
Moral of the Story
The moral of the story: A great strategy and an adequate budget can pay huge dividends for a business, regardless of whether or not it’s niche or mainstream.
- CLIENT American Collectors Insurance
- YEAR Client Since 2014
- WE DID SEO & PPC