United Concordia retained current membership levels, plus 10%. During open enrollment, paid search advertising was optimized at the state level by conversion rate. This means that the creative, spend, and keyword strategy were adjusted within certain geographies based on click volume and enrollment to date, to maximize the budget.
New enrollments vs. UCD paid search conversions, by state.
We used real-time data to track the correlation between enrollment and conversion in any given state
By week 4, paid search conversions had a direct relationship to the total new enrollment trend — and cost per conversion decreased by 47% in Google and 25% in Bing/Yahoo.
Paid search tactics proved to be a viable solution for United Concordia given their objectives, audience behaviors and campaign time constraints. In fact, they realized a positive ROI for their search advertising efforts by the end of the quarter.