ABOUT VETSTER
Vetster is the world’s largest marketplace of veterinary professionals.
Pet owners can browse thousands of licensed veterinarians, arrange a consultation, and then get pet-personalized care plans. These include VetsterRX prescriptions from Vetster’s online pharmacy.
Vetster also offers pet parents 24-hour access to veterinary professionals for expert animal advice.
CAC CONCERNS:
Online marketplaces are competitive enough,
but especially for Vetster’s target audience.
Pet owners are usually highly motivated, very selective, and with high potential LTV. So of course, any paid media campaigns have to be laser-focused, yet able to scale cost-effectively.
As the market-leader, Vetster knew this all too well. Vetster needed a partner with considerable expertise in PPC that extended beyond management and included strategic planning and execution for performance marketing.
AUDITING AND STRATEGY
We developed a plan to ensure an end-to-end strategic revamp of Vetster’s performance marketing. We conducted an extensive account audit, reviewed the company’s existing setup, bidding, targeting, tracking, and configuration. This comprehensive review allowed us to recommend the best approach for bidding and media buying.
IMPROVING TRACKING AND ATTRIBUTION
Although rapid scaling was crucial to capturing market share, we first focused on establishing a solid foundation by optimizing the account setup, including improving tracking, attribution, and reporting systems. This approach ensured sustainable long-term growth.
KEYWORD + BIDDING OPTIMIZATION
Our initial ad account audit identified key growth levers and informed our optimization roadmap. We paused low-performing conversions, refined keyword targeting, expanded ad groups, and enhanced ad copy and landing pages for better relevance.
We also implemented improved portfolio bid strategies and algorithmic bidding. Finally, we reallocated budget from high-cost, low-return campaigns to those with higher ROI
Cerys Goodall,
COO
Very grateful to have such trusted and tenacious teammates in our business. We are 3x more efficient and profitable since Jarrah joined. They have allowed us to be more dynamic and flexible and have been amazing business partners.
After partnering with Jarrah, the number of first appointments (purchases) increased by over 120% over a two-month period while the cost per booking decreased by 16%.
These outcomes demonstrated the project’s success in terms of boosting engagement, improving conversion rates, and optimizing spending.
Over the entire duration of our engagement – a two-year retainer that is ongoing – we’ve helped Vetster enjoy considerable improvements in terms of their CAC/LTV ratio. Between Q1 2023, and Q1 2024, Vetster’s LTV:CaC ratio improved 6x creating both meaningful scale and ROI.
