Medical Insurance Services: A Case Study
The Problem
With the case of Medical Insurance Services, there really wasn’t a problem. The problem only existed in a logical sense: there was a huge online market for health insurance and they weren’t tapping into it. However, the hurdles to entry were high. There were a lot of companies using PPC to target potential health insurance customers which made landing on Google’s page 1 expensive. But there were companies doing it so it obviously worked. But would it work with a family owned small business?
Micro-targeting
The key to a successful PPC advertising campaign is finding the “holes” that aren’t being exploited by other companies. Thinking outside the box always leads to places where money can be made.
Rule: Always be as broad as is useful but as specific as possible
Following our own rules, we targeted a series of keywords centering on dependent health plans.
Opening the floodgates
Overnight, new qualified leads were pouring in. The staff at Medical Insurance Services manned the phones and had some early success. They were converting far more leads and surpassing the break even point. But there was some work still to be done.
Gathering the information from what keywords were leading to busted leads, we began modifying the targeted keywords and ad copy so as to spend less on the front end with the click cost and to spend less on the backend with employee time.
R-O-Incredible!
With a fine-tuned PPC campaign, Medical Insurance Services is getting more new clients than ever! They’re making 300% on their advertising dollars but above and beyond that, as the staff at Medical Insurance Services has pointed out, they were helping more and more people insure their dependents. At the end of the day, if you can make money by helping people, it certainly is a win-win.
Thanks to the staff at Medical Insurance Services for their constant work to make this advertising campaign a success!
