Healthcare Pay Per call offers have great revenue potential for those who know how to handle them.
traffic sources like Facebook and Google, with a huge user pool, Audience building, Keyword targeting & Segmentation - are the “go-to” ad formats for buying traffic for these offers.
But with these advantages come challenges - high competition, difficulty to get Customer Success Manager, Regulation, Platform moderation, and of course the Risk of relying on a single Mega-source and getting cut off all at once.
The last one can be really solved by only 1 thing - Diversification.
Thinking about it, Push Notifications is a logical Ad format to move into with Healthcare.
It has contextual creatives similarly to Google (creatives built from headline and body text, including dynamic text, also adding an image), and in Many cases (Pushub included) users come from Finance, News and other niche content sites - the kind of audience that engages well with Finance, Insurance & Healthcare Topics.
Moderation and regulation is more straightforward, and support is more available. If you're reading this and it's the first time you heard about healthcare running on push ads - that tells you everything you need to know about “competition”.
More importantly, Push traffic aligns seamlessly with ACA inbound call campaigns, thanks to its mobile-first logic and streamlined conversion flow: push notification âž” landing page âž” click-to-call.
It’s perfectly aligned with regulations requiring users to initiate the call themselves (inbound).
As seen in the image below, the user taps a push notification on their phone, answers qualifying questions on the landing page, and then places a call through the phone’s dialer — directly to the call center. No detours, no drop-off.
Running Push notifications ads can be tricky, especially if you're new to the ad format.
To succeed, one needs to have a deep understanding in 4 main fields: Lead Generation in the US, Pay per call campaigns (inbound calls), Paid Media Buying (buying CPC/CPM) & Push Notifications Ads.
Our Partner had long worked in the ACA and pay per call fields, and was working extensively with Facebook and Google, but sought expansion and new opportunities for Risk management by diversification.
All that was left was getting expertise with Push notifications.
He learned about Pushub through a recommendation, and started working with us in November 2023. You are about to reveal how he grew and developed his campaign so far, up to the end of April 2024.
Push Notifications, is it actually an alternative for Google & Facebook running ACA Healthcare Campaigns?
You be the judge of that after reading.
Campaign settings:
Vertical: Healthcare
Type: ACA**
Targeting:
Geo: US - about 30 US states
Device: Mobile
Day Parting: Week Days only, US “working hours” only
Conversion Type: Pay per call - inbound (a potential client calls the number on the landing page)
Avg CPA goal: 30$
** ACA: Affordable Care Act (Obamacare) is a federal law signed by President Obama in 2010. The law expanded access to medical insurance policies, including subsidies for individuals or companies purchasing insurance for employees.
Stage 1 - November-December 2023 - Initial Challenges
Cost: $2,119.59
Conversions: 38
Avg CPA: $55.7
Pushub Dsp
Advertiser tracking
The Partner started Healthcare ACA campaigns in November 2023, working mostly on his own (“self served” service)
He later shared that he started since aside from industry recommendation he received, our Dsp and push traffic met his initial needs:
1. Relevant Engaged Audience - Push users subscribing on financial, News & Content sites seemed to convert from day 1.
2. Critical targeting options: while some targeting options are great to have for optimization, he had targeting options which were a “must”, Like specific Days of the week, specific hours of the Day, specific US states.3. Scale - with a very specific targeting like days, hours and stats, he was still able to start scaling.
Demonstrating open mindedness and transparency, he set up a Postback (Pixel) to pass conversion data, which gave him 2 important advantages.
1. Immediate advantage - the ability to optimize by himself on our platform having all the important data in one place.
2. Long term advantage - having this information available to Pushub’s Ad-ops team enabled us to evolve his account in the future
The partner proved to be a professional in his field - he knew his way with the Vertical, and handled Buying Media on CPC Basis (cost per click, not to confuse with cost per call).
With an initial test Budget of 2200$, the aim was an average CPA of 30$ (CPA = inbound Call)
While conversions were coming in, the average CPA in November 2023 (57$) was far off, and even improving average CPA in December 2023 (45$) was still a “work in progress”
With the end of year nearing, and attention elsewhere, the advertiser decided Pause and resume testing in 2024.
Bottom line: A partner armed with expertise in his chosen vertical and understanding of Paid Media buying, is able to assess Traffic potential and start improving results by himself. For a more massive improvement and scale, more tools and support is needed
Stage 2 - March 2024 - The Big Breakthrough
Cost: $19,902.47 (+950%)
Conversions: 760 (+1,900%)
Avg CPA: $26.18 (-113%)
Pushub Dsp
Advertiser Tracking
Pushub Success Team reached out to the Advertiser During February 2024, offering 3 Key insights:
- Success potential is present. even working self served Avg CPA showed improvement
- With the right Success plan, tools, practices and communication he can succeed exponentially
- There is a need for more Testing - other offers, funnels, Creatives and landing pages
Pushub Success Team suggested another test, starting with Managed service from the start, Moving to Agency Service during the Month.
Creatives and landing pages
The Pushub Success Team changed the creative approach.
Considering that the ACA Healthcare audience might be dealing with financial difficulties, our creatives were built to communicate: “look, someone has already found solutions to your financial troubles with Healthcare”.
Since ACA healthcare comes with possible Eligibility for Benefits and subsidies we used Creatives texts like “You may be entitled to Subsidy card worth up to XXXX$” and images with possible benefits and subsidies.
Landing pages were built with similar creative concepts.
An important part of landing pages and pre landers was using questions & questionnaires about Age, Yearly Income level, and having healthcare already, in order to qualify only relevant audiences that are More likely to be eligible for ACA Healthcare, before giving them a phone number to call to (or route elsewhere if not relevant)
For A/B testing, diversity, and slowing Creative exhaustion The Pushub Success Team uploaded around 20 creatives and rotated them. Instead of using a single landing page, we asked the Partner to create more landing pages with similar themes.
Blacklists & Whitelists
The Pushub Success Team implemented WL & BL tailored for this specific offer. WL/BL's main function is to timely deactivate ineffective traffic sources and sub-sources, and strategically increase bids on sources that generate profit.
Dynamically changing Bids & CPA Goal management
Moving from Managed service to Agency service, came with the approval of the Partner to optimize for him, which opened a world of opportunities.
Pushub team has a perspective unique only to them - years of performance data of different Verticals, full knowledge of the system’s capabilities, and most importantly - knowing and understanding traffic sources across several years.
The next natural step was to manage the most crucial part of the campaign’s setup - the CPC bid. All the needed data was available to the Success Team: the Cost/CPC of any bought source, the Winrate of all sources (Winrate=additional volume potential), and the CPA goal (as a “Revenue” Benchmark) of the advertiser.
Increasing bids in places where the Win Rate was low (= there is much more volume) and the CPA goal was equal/Below goal - got more volume with enough Margin to sustain.
Decreasing bids in cases where CPA Goal was high, saved losing placements.
Bottom line: Continuous and extensive A/B testing in Push Notifications is crucial for success, while Optimization can be best controlled with whilelits, Blacklists, and adjusting bids per source. You could do it yourself, but with Agency service and Pushub Success Team on the case, it's a new level of efficiency
Stage 3 - April 2024 - Additional Growth
Cost: $23,705.22 (+19%)
Conversions: 975 (+28%)
Avg CPA: $24.31 (-7%)
Pushub Dsp
Advertiser Tracking
Now having a few weeks worth of positive data we continued to expand and grow, using more sophisticated targeting and resources.
User Age Targeting campaigns
User age is the time from the user’s subscription and has different trends of performance, like best performance on first few days (“fresh user”) and up to addintal uptick of results after 1-2 weeks. Utilizing this requires the ability to set up user age campaigns, have reports to show CPA per user age, and optimization, such as changing bids per different user ages.
User age targeting optimization requires the agency account since the most efficient way to set up dedicated campaigns and toggle bids on the lucrative user age groups, needs a free hand for the success team.
* Important note: user age Targeted campaigns are similar to WL - it can not replace RON and BL campaigns which are the backbone of any media buying, and more scalable. What they will do is act as Revenue and ROI boosters.
AI Optimizator
Giving a success manager, with “Eye of the bird” overview, and a winning “know-how”, control of setup and optimization, sure made a big difference
but it has its limits. It's still a human, with limited time, Memory, and data processing abilities.
Enteres AI - We took the main optimization process that a human did as best he could (e.g. bid adjustment per source, WL & BL) and made them automatic, fast and precise.
But it was more than just “Automation” - the AI was Used for “Learning” and building Optimization routines.
AI is as effective as the data it receives. We fed our AI engine with 5 years' worth of performance analytical reports, manual optimization techniques, and business intelligence specific to the verticals and ad formats we work with.
Final Stage - Overview
Total Cost: $45,727.28
Total Conversions: 1,773
Total Avg CPA: $25.79
This case study concludes with a “happy ending” = starting unsuccessfully, pivoting to profitability, and moving to growth and improvement of main ROI stats by utilizing Data, tools and best practices.
But it is fair to wonder - will the advertiser and Pushub also get a “happy ever-after”?
Meaning sustainable profitability and continuous growth across longer periods of time?Time will tell, as we are just weeks after.
But judging by the advertiser's words below - Telling us about another improvement in Avg Cpa and asking to increase spend.
so far, so good.
Bottom line: So, Push Notifications - an alternative for Google & facebook for ACA Healthcare campaigns?
Maybe you shouldn't run to close your Facebook and Google accounts just yet.
But not adding additional formats, starting with Push, is leaving money on the floor, for someone else to pick it up.
