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Paid search secures healthy results for health insurance provider
When faced with an unprecedented global pandemic, one of the nation’s leading health insurance providers shifted their strategy to address the consumer needs of Americans who lost their health insurance coverage.
As the first wave of the Covid-19 pandemic forced millions of Americans into unemployment in March through May of 2020, an estimated 5.4 million people1
lost their employer-sponsored health insurance. In the absence of a comprehensive federal bill to address the high rates of uninsured, 12 states2
took unprecedented steps to offer coverage by opening a Marketplace Special Enrollment Period (SEP).
Search makes up 90% of lead forms and 95% of last touchpoints. It is the most crucial of our digital channels.
— Tim Peyton, Senior Media Director, Lever Interactive
Traditionally, this leading health insurance provider focused their advertising investments on the Open Enrollment Period (OEP) every November and December, staying dark in non-OEP months. With Covid-19 impacting health insurance coverage, the provider needed to reactivate their campaigns much earlier than usual, and mobilised campaigns in March through May of 2020.
With a need to quickly turn on lead generation and customer acquisition campaigns, this provider turned to search advertising as the most efficient approach to returning to the market. Their agency partner, Lever Interactive, implemented a data driven approach to shift investments from more traditional marketing to better performing digital platforms and strategies.
“Search makes up 90% of lead forms and 95% of last touchpoint. It is the most crucial of our digital channels,” says Tim Peyton – Senior Media Director at Lever Interactive. With paid search delivering the majority of conversions, the importance of search across all digital channels was clear. Lever Interactive was able to leverage the existing search campaign infrastructure and optimise with keyword expansions to cover relevant terms for SEP. Microsoft Advertising partnered with Lever Interactive to provide critical keyword recommendations.
With a keen awareness of the time frame, the Microsoft Advertising team was dedicated to implementing strategies during SEP and were described as an “invaluable” partner in the process. Although Covid-19 and SEP presented new challenges for advertisers, Microsoft Advertising, Lever Interactive and the provider were able to adapt and drive success through collaboration. By reactivating campaigns, this client was able to achieve the volume they were aiming for and drive high performance with a 4.2% CTR.3
“The value of the team itself is invaluable. The Microsoft Advertising team is always dedicated to helping us achieve a successful campaign, and this was no exception,” says Tim Peyton, Senior Media Director at Lever Interactive. By focusing on a nimble and data driven approach in these unprecedented times, Lever Interactive and Microsoft Advertising were able to help the client achieve their SEP goals and drive strong momentum heading into the OEP season.
The value of the team itself is invaluable. The Microsoft Advertising team is always dedicated to helping us achieve a successful campaign, and this was no exception.
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