When advertisers think about promoting healthcare offers, especially those that pay per call, they usually turn to big platforms like Facebook and Google. These giants have massive audiences and advanced tools for targeting, making them popular choices for driving traffic and getting conversions.
But what if there's another way that's less crowded and easier to manage?
Meet push notifications: the underdog traffic source of healthcare advertising.
This case study tells the story of an advertiser who stepped away from relying solely on Facebook and Google. By using push notifications for Affordable Care Act (ACA) healthcare campaigns, they not only reduced the risks of depending on big platforms but also made $45,000 in revenue.
Healthcare Pay-per-call offers can be very profitable if you know how to handle them. Traditionally, marketers have used platforms like Facebook and Google because:
- They have huge numbers of users;
- They offer advanced tools to target specific audiences;
- They allow you to segment and specialize your ads.
However, these advantages come with some challenges:
- High competition: So many advertisers use these platforms, making it harder to stand out.
- Strict regulations: There are many rules, especially for healthcare ads, which can be confusing.
- Ad disapproval and account suspensions: Sometimes, your ads might not get approved, or your account could be suspended without warning.
- Dependency risks: Relying on just one or two platforms can be risky. If something goes wrong, your entire campaign could suffer.
The solution? Diversify your advertising channels.
That's where push notifications come in. They offer similar benefits:
- Engaging creatives: Like Google Ads, you can create messages with headlines, text, images, and even dynamic content;
- Relevant audience: People who subscribe to push notifications from financial news, health topics, and niche content sites are often the same people interested in healthcare offers;
- Less competition: Fewer advertisers are using push notifications for healthcare, so there's more opportunity.
In addition, push notifications often have simpler rules, easier moderation, and more accessible support.
In this case study, we'll see how an experienced advertiser transitioned from traditional platforms to push notifications, overcame initial challenges, and achieved significant growth.
Campaign overview
Here's what the advertiser's campaign looked like:
- Industry: Healthcare (Affordable Care Act, or ACA);
- Type of Campaign: Pay Per Call (they earn money when someone calls in);
- Geo: About 30 U.S. states;
- Devices: Mobile phones;
- Timing: Weekdays during U.S. working hours;
- Goal for Cost Per Acquisition (CPA): $30 per inbound call.
Note: The Affordable Care Act (ACA), also known as Obamacare, is a law passed in 2010 to make health insurance more accessible, including offering subsidies to individuals and companies.
Stage 1: Facing challenges (November–December 2023)
- Money spent on ads: $2,119.59
- Number of conversions (calls): 38
- Average CPA: $55.70 (way above the $30 goal)
Pushub Dsp:
Advertiser tracking:
In November 2023, the advertiser decided to try push notifications using Pushub's platform. They were looking for an alternative to Facebook and Google for their ACA healthcare campaigns. Even though they had lots of experience with ACA offers and Pay Per Call campaigns, they faced some problems at first.
Why they chose Pushub?
- Relevant audience: Pushub's users include subscribers from finance, news, and niche content sites — the same kind of people interested in healthcare topics;
- Essential targeting options: Pushub allowed them to target specific days of the week, hours of the day, and particular U.S. states, which was crucial for their campaign;
- Ability to scale: Even with their specific targeting, Pushub had enough volume to allow them to increase their reach as needed.
Setting up the campaign
They used a tracking pixel to monitor conversions. This had two big benefits:
- Immediate optimization: They could see all the important data in one place and make changes quickly;
- Long-term growth: Sharing this data with Pushub's team allowed for better optimization down the line.
The initial results
Although they started getting some conversions, the cost per acquisition was much higher than their goal:
- November CPA: $55.70
- December CPA: $45.00
Realizing things weren't going as planned and with the holidays approaching, they decided to pause and rethink their strategy for the new year.
Key takeaway: Even with experience, achieving the best results can be tough without the right support and tools. To really succeed, you might need extra help.
Stage 2: The breakthrough (March 2024)
- Money spent on ads: $19,902.47 (an increase of 850%)
- Number of conversions (calls): 760 (an increase of 1,900%)
- Average CPA: $26.18 (a decrease of 43%, now below the $30 goal)
Pushub Dsp:
Advertiser Tracking:
In February 2024, Pushub's Success Team reached out to the advertiser with some important insights:
- There's potential here: The initial data showed that the campaign could succeed with some changes;
- You need a plan: With the right tools, strategies, and communication, they could achieve much better results;
- Testing is crucial: Trying out different offers, ads, and landing pages is important to find what works best.
Switching to managed and agency services
They suggested restarting the campaign using Managed Services, where Pushub's team helps manage the campaign. Later, they moved to Agency Services, giving Pushub more control to optimize everything.
Revamping ads and landing pages
They realized the target audience might be dealing with financial challenges, so they changed their approach:
- Focus on solutions: The ads highlighted how people could find financial relief through healthcare benefits;
- Enticing messages: Phrases like "You may qualify for a subsidy card worth up to $X,XXX" grabbed attention;
- Compelling images: Pictures that showed benefits and subsidies made the ads more appealing.
Improving landing pages
To make their landing pages more engaging and effective, they turned them into interactive gateways. They introduced brief questionnaires that asked visitors about their age, income level, and current healthcare status. This approach did two powerful things:
- Connected with visitors: By asking relevant questions, they made visitors feel seen and understood;
- Qualified leads instantly: Only those who fit the eligibility criteria moved forward, ensuring high-quality leads.
But they didn't just stop at one version. They crafted multiple landing pages with similar themes but different designs and messages. This variety served a dual purpose:
- Kept content fresh: Returning visitors saw something new each time, keeping them interested and engaged;
- Allowed for testing: By comparing how each version performed, they could identify which elements resonated most with their audience.
Testing and rotating ads
- Over 20 different ads: They created a variety of ads to keep users engaged and prevent them from getting tired of seeing the same thing;
- Regular updates: By frequently changing and rotating the ads, they kept the campaign effective.
Using blacklists and whitelists
- Customized lists: They identified which sources were performing well and which weren't. This helped focus their efforts on the best traffic;
- Quick adjustments: If a source wasn't performing, they turned it off. If it was doing well, they increased bids to get more traffic from it.
Managing bids and CPA goals
- Data-driven decisions: They used detailed data to adjust how much they were willing to pay for clicks (bids);
- Optimizing spend: By increasing bids where it made sense and decreasing them elsewhere, they made better use of their budget.
Key Takeaway: Working with experts and using advanced strategies can dramatically improve your campaign results.
Stage 3: Continued success (April 2024)
- Money spent on ads: $23,705.22 (an increase of 19%)
- Number of conversions (calls): 975 (an increase of 28%)
- Average CPA: $24.31 (a further decrease of 7%)
Pushub Dsp:
Advertiser Tracking:
Building on the momentum from March, they continued to refine and grow the campaign.
Targeting users based on subscription age
They noticed that how long someone had been subscribed to push notifications affected how they responded to ads:
- Segmented campaigns: They created different campaigns targeting new subscribers and those who had been subscribed for a while;
- Adjusting bids: They bid more for segments that were performing better;
- Detailed reporting: They kept a close eye on how different groups were responding to optimize continuously.
Introducing AI optimization
Realizing that manual adjustments could only take them so far, they started using an AI optimizer:
- Automating tasks: The AI could adjust bids and manage sources faster and more accurately than a human could;
- Learning from past data: It used five years' worth of performance data and optimization strategies to make informed decisions;
- Enhancing human efforts: The AI worked alongside the team, allowing them to manage the campaign more effectively.
Key takeaway: Combining AI tools with human expertise leads to better results and makes campaign management more efficient.
Final results
- Total money spent on ads: $45,727.28
- Total conversions (calls): 1,773
- Overall average CPA: $25.79 (well below the $30 goal)
What started as a challenging campaign turned into a success story through strategic collaboration, constant testing, and smart optimization.
Conclusion
So can push notifications be a good alternative to Google and Facebook for ACA healthcare campaigns? This case study shows that they can be not just an alternative but a powerful channel on their own. While you don't need to abandon Facebook and Google entirely, adding push notifications to your marketing mix can reduce risks and open up new revenue streams.
