— Case study
Bankers City v. Non-City
Bankers Life is a primary subsidiary of CNO Financial Group, based in Chicago and established in 1879. The insurer sells a range of financial products, including Medicare supplement insurance, life insurance, annuities, long-term care insurance and supplemental health insurance.
Reduction in overall cpa on FB alone
Average share of voice (FB)
Post-Consideration share of voice (FB)
1: Short client history/pain points/context regarding case study
As a market-leading Facebook advertiser, it was our job to demonstrate that lower acquisition insurance policies could be achieved in a cost-effective way. Without implementing a more direct strategy, Bankers could lose valuable leads.
2: What is the end-goal? What metrics/performance are we looking to improve?
To reduce the products Cost Per Lead, we had to grow their overall volume which would essentially deliver lower acquisition yield in the future.