DI Broker Facebook Advertising Case Study

Overview
DIBroker is an online disability insurance broker that provides disability insurance quotes from multiple providers.

Objective
DIBroker was looking to target doctors and physicians for their newly launched microsite, physiciandiquote.com.

Challenge
DIBroker wanted to use demographic targeting to reach their target audience. DIBroker ran ads through Google and Yahoo, but search engines’ networks’ demographic targeting is limited to when users are signed in and relies on user’s providing accurate data upon signup.

Strategy
Anvil used Facebook advertising to target doctors and physicians and drove Facebook traffic to the physician-targeted microsite. Because users are required to sign in to access Facebook features, Facebook user data is much more accurate, and so DIBroker was better able to reach their target audience.

Results

• Percentage of quality leads from Facebook ads was 69.7%.  A quality lead is defined as a submitted form that receives a quote.
• Cost per lead dropped 28.6% compared to previous months where DIBroker solely ran paid search
• Paid traffic increased nine-fold due to a lower CPC from Facebook advertising, creating better brand awareness
• Brand awareness increased with target demographic.  All Facebook traffic came from demographically-targeted campaigns, and so DIBroker’s target audience is now more aware of the company and need for disability insurance

URL

Disability Insurance for Physicians