Mutual of Omaha is a life insurance company offering numerous services, including life, disability, medicare, and long-term care. As a Madrivo client, it sought ways to optimize its paid search efforts by reducing its cost-per-click (CPC) and increasing its conversion rate.
Insurance companies face many of the same risks with paid search marketing as other industries: poor return on investment (ROI) if the ads are not properly optimized, reduced visibility for ads due to a low-quality score, and negative user experience if the ads are not relevant to the user’s search query. But with a hyper-competitive landscape, the cost of high-traffic keywords can quickly—and ineffectively—drain a company’s marketing budget.
Before working with Madrivo, Mutual of Omaha faced several challenges in its search marketing efforts. Inefficient campaign management due to a lack of in-depth knowledge of advanced paid search strategies was a challenge the team faced. This hindered its teams’ ability to generate leads and grow the business.
To help Mutual of Omaha overcome these challenges, Madrivo provided paid search services for its life insurance products. This included managing and optimizing their search campaigns to ensure they reached the right audience and generated high-quality leads.
Madrivo centered its approach around establishing a partner-style relationship with Mutual of Omaha, structuring a performance-based fee schedule that reduced the client’s risk and allowed Madrivo to showcase its deep knowledge of paid search.
With Madrivo’s expertise and help, Mutual of Omaha overcame several roadblocks that were hindering their success in paid search. This included more effective budget management to ensure their campaigns were cost-effective and a clear pathway to grow leads and increase their customer base. Additionally, Madrivo was able to help Mutual of Omaha decrease its CPL, which helped them maximize the return on investment.
Success enjoyed by Mutual of Omaha with Madrivo
Thanks to Madrivo’s expertise and efforts, Mutual of Omaha has experienced significant success with its paid search campaigns. Since becoming a client, they have seen a 15% YoY lead growth and a 16% decrease in their disability insurance campaign CPL. These results have helped Mutual of Omaha grow its business and increase its customer base. Dave Koehler, Director of Lead Management & Optimization at Mutual of Omaha, saw the benefits of this approach to paid search. Dave facilitated the collaborative success between his team and Madrivo.
Madrivo has been able to help Mutual of Omaha overcome its challenges and achieve success with its paid search campaigns. The client has seen significant lead growth and decreased CPL through Madrivo’s expertise and efforts.
In addition to their successful paid search campaigns, Mutual of Omaha has expanded its partnership with Madrivo to include services such as conversion-rate-optimized designs and Facebook marketing efforts. The performance-based structure with Madrivo has allowed Mutual of Omaha to achieve even greater success and continue to grow its business.