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FAHW has been running PPC for years with JumpFly, and their current marketing objective is to see an improvement in lead generation. They were looking for a better Cost Per Acquisition (CPA) performance from Google.
To draw more eyes to their messaging JumpFly recommended that First American Home Warranty launch a video action campaign with a Target CPA bidding strategy with a CPA goal of a $340.
While the campaign began at $500, after a budget increase from $750 to $1,300 the campaign began to see more efficiency in both cost per action and video view rate. The increase in budget provided more runway for the campaign to perform more efficiently and exceed the CPA goals set for the campaign.
Reduction in CPA Cost
Increase View Rate
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