Doctors’ Health Fund, established in 1977, is a registered private health insurer serving the Australian medical community. The fund offers services that protect members from the impact of health care incidents in their lives. It provides convenience and ﬂexibility with a choice of health insurance products including hospital and extras cover.
Their top cover for hospitals offers the best gap cover in Australia. It delivers an unrestricted choice of doctors and greater beneﬁts which are based on the AMA List of Medical Services and Fees. Doctors' Health Fund is a signatory to the Private Health Insurance Code of Conduct.
The primary objective was to increase the total conversions of the account through strategic Paid Marketing Campaigns. The following were the focus points:
- Leads: Application Submissions, Contact Us & Email Me Quote forms from the website.
- Customer Call Conversions: Conversions coming through customer/website calls.
They also wished to improve the CPA of the account and keep it around $8.
To achieve the targeted results, Team Uplers started with knowing the insurance footing:
The primary challenges faced were as follows:
Due to setup anomalies in the account, it was difﬁcult to get relevant leads/form ﬁll-ups through the website:
To generate more conversions at a lower CPA, the following changes were implemented by Uplers:
Identifying the opportunities to invest the budget in a proper way, such as allocating budget as per the performance of the campaign can actually make a difference. This will result in cutting unnecessary spend and increase the spend for the performing ones to get a hike in conversions and lower down the CPA.
The team tested call-only ads in speciﬁc brand campaigns to get more phone calls, which proved to be a major factor in generating more call conversions and helped to lower down the CPA.
The correct use of bidding strategy like “Maximize Conversions” in the campaigns was done, once there was enough historical data to achieve the marketing goals.
In the initial phase of campaigns, the bid strategy used in the Brand and AMA campaigns was “Manual CPC” to control the bids based on the performance. Later, the campaigns were optimized with regular search term analysis and bid adjustments wherever required. Furthermore, once enough data was received from the account, the team switched to “Maximize Conversions” to focus more on results and lower down the CPA of the account.
The next step was ﬁnding and excluding negative keywords in the account by preparing detailed search terms report and pausing keywords that were too generic and were running with improper match type to reduce irrelevant search queries and reduction in cost.
Further, it was necessary to identify the opportunities for remarketing to the users who previously visited the website by implementing Display Banner Ads (Template Ads) in a separate campaign.
Keyword theming was revised to improve the quality score of the keywords, thereby increasing the relevancy of the ads running resulting in minimum CPCs and generating maximum results.
Adding to that, started with Microsoft Ads (formerly known as Bing Ads) in February 2017 to see the performance on other platforms by importing all the campaigns from Google Ads and using UTM Tags for conversion tracking.
Optimization of campaigns at different levels like keyword, locations, demographics, scheduling ads on active hours and day, ad copies, devices, and audiences on a weekly/monthly basis played an important role in generating maximum results and lower CPA.
Better tracking setup helped the team to look at things at a more granular level and make data-driven decisions to further enhance the performance of the campaigns by driving the goals and events.
Conversions have seen a boost of
CPA has signiﬁcantly improved by
Phone Calls have increased by