Founded in 1909, Mutual of Omaha is a privately held Fortune 500 mutual insurance and financial services company. Phone calls are an important channel for driving new business, especially when it comes to Medicare Supplement insurance, where customers are of an older demographic and feel more comfortable with a one-on-one conversation.
The company’s biggest challenge prior to implementing Invoca was that they didn’t have a full understanding of how their paid search programs were performing. They weren’t able to see about 20% of their conversions because those conversions were happening via phone calls – and they had no ability to track that.
When Mutual of Omaha first started using Invoca, they passed all calls through to their paid search campaigns, but when they dug deeper into the data, they found that the calls were very short. There was no way those calls could have possibly been a sale or even a high intent caller.
Through the use of Invoca Signal, Mutual of Omaha was able to fine tune what a quality conversion looked like, allowing them to make some keyword optimizations that saved over a $100,000 from their paid search campaigns. They in turn reallocated the savings to better performing keywords.
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