Ad Spend:
$259,458.13
AN INSURANCE AGENCY CASE STUDY
Business: Insurance Agency
Product: Medicare Insurance Plans
Time: 277 Days (November 20, 2020 – August 24, 2021)
$259,458.13
$6.22
41,715
Insurance agency helping seniors shop the best Medicare plans available, such as Plan G, Plan N, Plan F, Part D, MapD, Long-term care, and more.
The insurance agency had big visions and goals – become the #1 Medicare insurance agency in the US. The brand was using Facebook Ads only as a source of generating new leads and customers. As we started to work with them they were promoting Plan G only.
Insurance agency helping seniors shop the best Medicare plans available, such as Plan G, Plan N, Plan F, Part D, MapD, Long-term care, and more.
The insurance agency had big visions and goals – become the #1 Medicare insurance agency in the US. The brand was using Facebook Ads only as a source of generating new leads and customers. As we started to work with them they were promoting Plan G only.
Generate a higher volume of leads at a lower cost and expand the number of plans that are being offered.
As a first step, I (Hannes) made a deep analysis of all the data. I wanted to understand what had been working well in the past to quickly be able to improve the results based on previous efforts. This allowed me to understand what placements worked the best, what type of targeting, location, images, ad copies, type of advertising settings in Business Manager etc, that were working the best. When this was done I was able to come up with a clear game plan and approach.
As a first step, I made a clear outline of the account structure we would be using in a Miro.com board. This would visualize how we were about to approach the testing ads and quickly scale what was working well. As there are multiple people who are connected to the ad account (Media buyer, Graphic designer, Virtual assistant, Founder(s), and team members that are checking the ads to connect leads with call centres, a clear structure would be key to make it easy for the whole team to understand what was going on.
To make it even easier, Hannes Media always uses a clear naming structure of the campaign, ad sets, and ads. Structure and an organized approach are very important for long term success. As we proceed with the campaign management we can easily filter on different criteria based on names, which allow us to see what is working the best. We can filter all ads that have one particular ad copy and compare it to another to get great insights and data.
One of the most important parts of the advertising campaign is the ad image or video. At Hannes Media we create highly converting advertising images that are producing results. We are also very proactive and make a lot of tests to see what is working the best. During the 9 months of working together, we created over 500+ images. We did a lot of testing of new ideas but also tweaking and optimization of what already was working. This was to make sure that the campaign performed as good as possible.
Lots of testing, especially new ads was the key to make the campaign successful. We were using specific testing campaigns where we could test a high quantity of new variables, and öater on insert what was working into our scaling campaigns. This way we ensured steady performance and results from our high spend campaigns and ad sets, without testing things that were not proven and disturb the learning phase or algorithm.
As we proceed the stability of the ad account became better and better and the cost per lead was decreasing while the volume increased. We worked in a smart way with a good account structure that allowed the campaigns to optimize themselves to the best performance, and at the same time do a lot of testing to further improve the results.
The IOS updates created some unstable weeks for the Medicare insurance agency. A lot of ads that had been performing in the past stopped working and we had to create a new game plan. Luckily, we were operating very fast with the testing that allowed us to get back to the game quickly. The reason why we found success again after the unstable weeks was with lots of new testing. Some of the tests we made were with variables such as Cost caps, Devices, Placements, New Ads, Different account structures, Ad set budget VS Campaign budget optimization, and more. The tricky part was to keep the CPL on a good level, which we managed to do thanks to active management.
As we started out, we used Facebook Lead Form only. This gave us a high quantity of leads, but to be able to control the results and quality even better we started to use Landing pages. Hannes Media designed visual FX graphics for the landing page to improve the conversion rate. As we added landing pages to the campaigns, further testing and expansion of the account structure had to be made.
All ads were tracked via UTM tags on the Facebook level. Data was being sent to the insurance company CRM so they could track and see what type of ads lead to customers, lot only lead. This way we were able to improve the quality of leads and overall campaign performance by only work with the highest quality leads. We also used Zapier to connect with the Business Manager, so every time the number of leads were used during a given day it was automatically turned of. We also had rules on Facebook that turned on the campaigns in the morning. In addition we created API conversion that allowed us to segment the leads in the back-end, and only send back qualified leads to Facebook Business Manager as leads, which significantly increased the number of high quality leads over time.
The great results allowed the insurance company to expand their efforts into additional plans as well. From only promoting Plan G, we were now promoting Plan N, Plan F, Part D, MapD, and Long-term care as well.
As a first step, I (Hannes) made a deep analysis of all the data. I wanted to understand what had been working well in the past to quickly be able to improve the results based on previous efforts. This allowed me to understand what placements worked the best, what type of targeting, location, images, ad copies, type of advertising settings in Business Manager etc, that were working the best. When this was done I was able to come up with a clear game plan and approach.
As a first step, I made a clear outline of the account structure we would be using in a Miro.com board. This would visualize how we were about to approach the testing ads and quickly scale what was working well. As there are multiple people who are connected to the ad account (Media buyer, Graphic designer, Virtual assistant, Founder(s), and team members that are checking the ads to connect leads with call centres, a clear structure would be key to make it easy for the whole team to understand what was going on.
To make it even easier, Hannes Media always uses a clear naming structure of the campaign, ad sets, and ads. Structure and an organized approach are very important for long term success. As we proceed with the campaign management we can easily filter on different criteria based on names, which allow us to see what is working the best. We can filter all ads that have one particular ad copy and compare it to another to get great insights and data.
One of the most important parts of the advertising campaign is the ad image or video. At Hannes Media we create highly converting advertising images that are producing results. We are also very proactive and make a lot of tests to see what is working the best. During the 9 months of working together, we created over 500+ images. We did a lot of testing of new ideas but also tweaking and optimization of what already was working. This was to make sure that the campaign performed as good as possible.
Lots of testing, especially new ads was the key to make the campaign successful. We were using specific testing campaigns where we could test a high quantity of new variables, and öater on insert what was working into our scaling campaigns. This way we ensured steady performance and results from our high spend campaigns and ad sets, without testing things that were not proven and disturb the learning phase or algorithm.
As we proceed the stability of the ad account became better and better and the cost per lead was decreasing while the volume increased. We worked in a smart way with a good account structure that allowed the campaigns to optimize themselves to the best performance, and at the same time do a lot of testing to further improve the results.
The IOS updates created some unstable weeks for the Medicare insurance agency. A lot of ads that had been performing in the past stopped working and we had to create a new game plan. Luckily, we were operating very fast with the testing that allowed us to get back to the game quickly. The reason why we found success again after the unstable weeks was with lots of new testing. Some of the tests we made were with variables such as Cost caps, Devices, Placements, New Ads, Different account structures, Ad set budget VS Campaign budget optimization, and more. The tricky part was to keep the CPL on a good level, which we managed to do thanks to active management.
As we started out, we used Facebook Lead Form only. This gave us a high quantity of leads, but to be able to control the results and quality even better we started to use Landing pages. Hannes Media designed visual FX graphics for the landing page to improve the conversion rate. As we added landing pages to the campaigns, further testing and expansion of the account structure had to be made.
All ads were tracked via UTM tags on the Facebook level. Data was being sent to the insurance company CRM so they could track and see what type of ads lead to customers, lot only lead. This way we were able to improve the quality of leads and overall campaign performance by only work with the highest quality leads. We also used Zapier to connect with the Business Manager, so every time the number of leads were used during a given day it was automatically turned of. We also had rules on Facebook that turned on the campaigns in the morning. In addition we created API conversion that allowed us to segment the leads in the back-end, and only send back qualified leads to Facebook Business Manager as leads, which significantly increased the number of high quality leads over time.
The great results allowed the insurance company to expand their efforts into additional plans as well. From only promoting Plan G, we were now promoting Plan N, Plan F, Part D, MapD, and Long-term care as well.
This was a very successful client that we helped become the fastest growing Medicare Insurance Agency in the US. They could expand all parts of their business and grow quickly and sustainably thanks to the great results from the Facebook Ad Campaigns. I (Hannes) had decided to go to the Amazon jungle for some time, which was the reason we paused our collaboration that was very successful.
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