Avant Life Insurance

With a proud heritage of protecting the Australian medical profession that spans over 125 years. Avant’s vision is to be the most trusted professional partner in supporting doctors throughout their lives and careers.

Avant appointed 121 Group to manage their life insurance division’s Paid Social channels, as well as Search Engine Marketing.

385+

Form Submissions via SEM

400+

Form Submissions via Paid Social

63.5%

Decrease in CPA on Paid Social

THE CHALLENGE

In late 2021, Avant launched a new Life Insurance estimator tool ‘The LIST’ & having begun to trial digital marketing campaigns in the space to minimal avail, Avant we’re looking to greatly expand the number of users utilising the service in order to provide their sales team with consistent, high quality leads.

The target audience was specific & clear – Practising Doctors.

With minimal historical data available, the Search Engine Marketing & Paid Social teams set out to build a baseline cost per acquisition for the account & develop a consistent sales funnel that was reaching the correct target audience.

The Solution

Firstly, The Search Engine Marketing team immediately set their sights on improving the overall structure of Avant’s ad words account, starting with new keyword lists & ad-copy to better serve Avant’s offering. Lowering the ~$15 Avg. CPC was a priority, as well as reducing the 50+ ads that were not delivering or converting each month. Alongside the existing Search campaigns, the SEM team also introduced an always-on Display campaign to aid with brand awareness & reaching new prospects for a lower cost.

Meanwhile, the Paid Social channel implemented a rigorous account testing structure to identify, engage and convert the target audience. Whilst a large number of leads was the ultimate goal, the Paid Social channel also had to focus on ensuring the quality of traffic being sent to the site before scaling the campaigns. It wasn’t enough to see activity increasing, the team had to also put in place measures to assure the ads were being delivered to the correct niche audience.

The Result

Making the decision to strategically focus campaigns across two paid advertising channels, 121 Group was able to quickly establish a rapid influx of qualified prospects (Doctors) making use of the ‘The LIST’ insurance tool, with over 785 new users completing a quote between May – July of 2022.

After the extensive re-structuring & optimisation, SEM saw an immediate 52.5% decrease in Avg. CPC, allowing for a greater number of leads for a similar CPA. At the same time, traffic earned through new campaigns resulted in a 466.07% increase in website traffic from SEM.

The data now available through campaign activity provides Avant with a strong platform for scalability & consistency of leads.

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