Hello everyone! MarketCall.net team presents a fresh case study on how to work with pay per call health insurance offers.
Firstly, let’s start with a description of the offer that we work with. We work with pay per call offers. This case study dedicated to health insurance vertical. Here are the characteristics of the offer we worked with:
An important part of any pay per call campaign is the landing page (except the case when you use Google call-only ads). Most of the call buyers don’t provide any ad materials, so you have to create your own landing page to use for the ad campaign. The quality of the LP will directly affect the conversion rate of your traffic to calls.
Here is the landing page that we developed for this offer:
Here are important tips for making landing pages:
As you may notice, we used a simple lead form at the bottom of our landing page.
At first, we processed those leads with own call center (our own free service Broker). Our broker asked if the person is ready to get information about health insurance plans and if yes, we transferred him to the advertiser.
But with the increase of volume, it would take a longer time for the call center to call all leads. So then we used to service that automatically called the lead in 5 minutes after the lead was left. With the help of such service, we increased our profits by 12%, due to lower costs and higher conversion rate from a lead to qualified call.
We ran three campaigns – call-only search, search campaign, and GDN campaign.
1. Call only Ads
Call only ads showed good results in terms of the cost of the qualified call, but we were not satisfied with the volume of clicks/calls that we got in this campaign. The average CPC was 4.4$ for us, with the conversion rate of 19% from clicks to qualified calls.
2. Search Ads
We ran traditional search ads to our landing page. Most of our leads and calls we got from this campaign. The average CPC was 2$, with an average CTR of 1.85%
3. GDN Ads
The average CPC for GDN ads was 0.25$. We got a lot of bot clicks and misclicks, that’s why conversion rate to calls was super low.
Also, custom intent audiences and retargeting campaigns were not approved by Google, because it was defined as a medical campaign. So we ran only keywords targeting campaign.
Here are some tips for you when working with Google ads:
In Facebook ads, we made campaigns with traffic and lead generation goals.
We used only Facebook feeds and stories placements.
As for targeting methods, we used targeting based on interests, retargeting and look-alike campaign on the traffic we’ve already collected on our landing page from Google ads.
Here are some useful things that we discovered:
1. Video ads have X2 higher CTR than ads with image
Ads with video showed CTR (≈2.2%), while ads with static image showed (≈1%).
2. Lead generation campaigns showed better results than traffic campaigns
Campaigns with lead generation goal, when were collected leads on facebook instant view page, were more efficient and brought more leads than traffic campaign to the lander.
3. Stories placement showed bad results despite original creatives
We made simple and bright creatives for Facebook and Instagram stories that led to our landing page. Despite using the same targeting as for Facebook feeds placement, we got a negative ROI and stopped the campaign.
Health insurance is a great niche for pay per call marketing. Our tests showed that there is enough traffic for this offer both in Google ads and Facebook ads.
In conclusion, let us give you key advice on working with this offer:
Thank you for reading this case study. We hope you’ve learned some useful insights. We have a special offer for all new affiliates:
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