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Aditya Birla Health Insurance get Creative 1st approach to drive incremental leads

Challenge

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.

Approach

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!”

Saifuddin Ahmed

 

“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.”

Anubhav Sonthalia

Chief Executive Officer

 

Results

22%
Incremental leads in one month
17%
Lower Cost per Lead compared to non-brand search
80%
Lower Cost per final sale

Keys to success

Custom Intent Audiences
Creative first approach
TrueView for Action

Discover how we did it. Contact us today.