Gexa Paid Search
Gexa, a subsidiary of Nextra Era Energy, faced increasing competition and industry aggregation.
Gexa Energy, a subsidiary of NextEra Energy Resources, headquartered in Houston, Texas, is a retail electricity provider that sells electricity service to residential and commercial customers in all deregulated markets in Texas. PACIFIC works with NextEra Energy Resources as well as Frontier Utilities, another subsidiary.
In today’s deregulated energy market, competition is stiff and ever-expanding. Faced with these industry realities, Gexa needed to not only maintain their presence in the eyes of their consumers but grow with the developing aggregation marketplace as well. PACIFIC saw this shifting landscape as an opportunity to scale their marketing investment while substantially reducing cost per acquisition. (CPA)
- Paid Search
PACIFIC took a 3-prong approach to achieve optimum scalability and cost reduction.
1- Enhanced audience and geographic targeting which reduced overall CPC by 21%
2- Utilized automated bidding technology which improved conversion rate by 4%
3- Optimized the marketing investment by identifying that their original budget plan did not take advantage of demand during months they were not prioritizing. This strategy resulted in increased enrollments earlier in the year providing, driving greater lifetime value over the course of the budget year.
Increase +93% Enrollments Y/Y
on +46% investment
Decreased CPA by 62%
while increasing spend by 37%