Individual health insurance buyers are either in the market and motivated…or they’re not. That’s why self-selection tactics like online quotes are usually effective. But what if they’re not working?

A remedy to ensure healthy acquisition results.

Our approach was two-fold. For paid search, we employed strategies such as:

• Tightening geo-targeting
• Optimizing match types
• Adjusting bid strategies
• Testing landing pages

We also introduced display remarketing – continually testing and optimizing messages and networks.

The result was a robust recovery.

Online membership more than tripled, with the cost per application dropping by 65%.