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How This Insurance Provider Restructured their Google Search Campaigns to Boost Enrollments
Case study:
Paid Search
Paid Search
Goal
This insurance provider was seeing high costs per enrollment on Google Search after launching their new product and spending millions of dollars on awareness campaigns. Perfect Search Media partnered with them and their current branding agency to restructure their search campaigns to get better efficiency and more enrollments.
Our strategy
Perfect Search began by reviewing keyword performance across the account’s 36 Search campaigns.
The PSM team then identified high-converting keywords with lower than average cost per enrollment.
Our team then took the 36 Search campaigns, which had been divided into different campaigns by keyword match types, device used for the search, and remarketing users, and consolidated them into 3 Search campaigns. For instance, 9 different campaigns targeting competitor searches were consolidated into a single competitor campaign.
Only high-converting keywords were moved into the consolidated campaigns. Other keywords were paused.
Perfect Search then implemented Target CPA bidding on the consolidated campaigns, which now had larger, consolidated daily budgets which allowed the algorithm to learn quickly over a wide volume of searches.
Over time, the PSM team continued to monitor keyword performance and test different CPA goals for the algorithm bidding to optimize performance.
Results
What this means for your business
By consolidating Google Search campaigns to allow algorithm bidding strategies to learn with a larger budget and audience, your business can improve performance with your current keywords and targeting. An agency that is on the cutting edge of new advertising technologies and knows how to structure an account and campaigns to allow machine learning algorithms to work best can help you to improve stagnant performance.