Aditya Birla Health Insurance get Creative 1st approach to drive incremental leads
ABHICL is an evolved Search advertiser. As ABHICL started to hit a ceiling on relevant reach on Search as a channel, they started exploring and identifying new channels which could help acquire relevant users.
Custom Intent Audiences: ABHI - Merkle Sokrati - Google collectively curated a high intent audience pack which consisted exclusively of multiple custom intent lists
Creative First Approach: Search-up ads were created and ran for Youtube by replicating the messaging from the top performing search ads.
TrueView for Action: TrueView for Action was used as the format which makes it easy for users to take action.
“Every marketer sooner or later faces the challenge of exhausting the potential search presents and exploring other channels which live up to the CPA expectations, owing to their increasing business appetite. With the collaborative efforts of the ABHI performance marketing team, which never shies away from investing in innovations and the cutting edge expertise brought in by the team at Merkle Sokrati, we could change the common belief of Youtube being essentially a brand channel and is now for us a successful performance channel as well!”
“YouTube for Performance coupled with Merkle Sokrati's audience & media analytics helped us extend beyond Google Search and discover a new set of customers who require health insurance products and benefits. The results speak for themselves and we are excited to be one of the first ones to adapt and become successful in looking at Youtube as a performance channel.”
Incremental leads in one month
Lower Cost per Lead compared to non-brand search
Lower Cost per final sale
Keys to success
- Custom Intent Audiences
- Creative first approach
- TrueView for Action