SEO & SEM for Digital Health Insurance Agency
- Digital Strategy Other Digital Marketing Search Engine Optimization
- $10,000 to $49,999
- Mar. 2022 - Ongoing
- Willing to Refer
“They’re perfect from a project management perspective.”
- Evanston, Illinois
- 11-50 Employees
- Phone Interview
Klicker provides SEO, SEM, and social media advisory services for a digital health insurance company. They develop the client’s SEO strategy, do keyword research, and run ad campaigns on Google and Bing.
Klicker has helped positively impact metrics at every level; traffic has increased, the bounce rate has lowered from 78% to 60%, and engagement and pages per session have both tripled. The team is consistently timely, highly communicative, and flexible in working with the client’s budget.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the CMP and COO of MedicareWizard, a digital health insurance agency.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Klicker?
We needed to find a digital agency to help us drive targeted traffic to our D2C website. Aside from traffic, it was also important for us to optimize our SEO and SEM efforts and our content. To some extent, we also wanted to see how much a partner might help us optimize our social media traffic.
What was the scope of their involvement?
Klicker provides us with SEO and SEM services. Their primary role is to help us develop our SEO strategy, including keyword research. They also run ad campaigns on Google and Bing to help drive traffic and escalate and land our unique messaging with our target consumers. They’ve developed the ads, keywords, and copywriting, and they manage the campaigns.
The team makes weekly changes to the campaigns, including adjusting them for mobile and desktop and tweaking them to optimize traffic volume and quality and reduce bounce rates. They’ve also assisted us with our UI/UX design and website content to improve our site’s ease of use and our consumer’s overall digital experience.
Regarding UI/UX design, we make the changes internally, and Klicker acts as an influencer. We take their ad campaigns and results, looking at which ads traffic comes from, the funnel performance metrics, the level of engagement, and the ultimate conversions. All these factors influence changes to our UI/UX design and content.
As for social media, it’s a secondary part of our scope. We primarily work with Facebook due to our business segment, which focuses on users approaching the age of 65 or older. Facebook is the most prevalent platform in that age group, and our competitors also validate this approach by spending over 90% of their social media allocation on Facebook. Klicker acts as a sounding board and advisor instead of leading the efforts.
What is the team composition?
Our initial conversations were with Dan (COO), who now acts as account lead. In addition, we work with an SEO and ad expert who leads ad campaign management, and he has other teammates assisting him. At an early stage, we also had a content and web design director involved.
How did you come to work with Klicker?
I spearheaded the search efforts and found Klicker on a list of the top 20 marketing agencies. I also researched SEO agencies, and they appeared in the top 20 lists for Los Angeles and San Diego. We went through all 20 digital agencies from that initial list, spoke with other agencies I had previous experience with as a CMO, and used referrals.
Although our company’s headquartered in Chicago, I’m residing in Southern California, and I’d be the one working most closely with the agency, so it was important for the agency to the on the West Coast. After our first conversation with Klicker, I knew they were the right fit for us.
How much have you invested with them?
By the end of the first year, we’ll have spent $10,000–$20,000 on their fees based on our monthly ad spend. The plan is to be on a much higher level of spending next year.
What is the status of this engagement?
We started working with them in March 2022, and the engagement is ongoing. We work with them weekly and have renewed our contract going into next year.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Starting at the top of the funnel, Klicker has hit our targeted daily, weekly, and monthly traffic numbers. They were hitting our goals within 48 hours, which was tremendous, especially for a startup company like ours with zero brand awareness or prior digital history.
We also look at the bounce rate and traffic quality to see if we hit our target audience. When we started working with Klicker, we had a high bounce rate due to the blend of mobile and desktop. Furthermore, we had a subpar website with poor UI/UX. With Klicker's influence on our UI/UX design and their ad tweaking, our bounce rate has gone from 78% to 60% and has continued to lower, which is excellent.
The next level of the funnel we track is engagement. When checking Google Analytics and Microsoft Advertising, we track average pages per session and average session length. We started with an average of 1.07 pages per session, and now we're at 3.25 pages on average. Within 14 days, Klicker had helped us exceed the competition's results, and within 30 days, we had doubled them.
Regarding conversion, we attribute conversions mostly to our website — how good the net and the boat are at catching the fish. Klicker's priority is to drive users to the website, but it's up to us to 'catch the fish.' Their help with our site's missing content and keywords that weren't getting credit from Google has been key to improving our site. With all those changes, our conversions significantly increased regarding inbound calls and qualified leads.
We use an internal metric for engagement. Before this project, we were at 17% of visitors that would engage with us after the bounce rate. After two months of working with Klicker, we were close to 50%, so our engagement tripled. Overall, Klicker has significantly impacted our business from the top of the funnel to the bottom.
How did Klicker perform from a project management standpoint?
They're perfect from a project management perspective. We have weekly and sometimes ad hoc 48-hour timelines, and the team has never missed a deadline.
We mostly use Google Meet or Zoom for communication; we use both equally and effectively. For ad hoc conversations during the week, I use text messages and phone calls with Dan. Aside from those tools, we use Google Calendar or Outlook Calendar to arrange meetings.
What did you find most impressive about them?
I appreciate Klicker's flexibility. Most agencies associate fees with ad spend level, which is very reasonable. However, many large agencies that provide additional services and content creation have a retainer that starts at $20,000–$50,000 plus monthly fees related to ad spend. Klicker has been flexible in working with us; knowing that we're a startup, they've put initial fees aside and worked at our ad spend level.
Are there any areas they could improve?
They could have a dashboard service that integrates various analytical sources. Sometimes, larger agencies have these dashboards that pull data from Google Analytics, Microsoft Advertising, and even social media and mobile data. Although this can be expensive, it's a great service offering that serves as an additional revenue stream for an ad agency.
Do you have any advice for potential customers?
Take the extra time in the scoping portion of the conversations to ensure that Klicker understands your business and its stage, capabilities, gaps, and needs. This way, you can prioritize those needs before discussing service, deliverables, expectations, and the working model. If you take that time to create a mutual understanding, Klicker will take it from there and overdeliver.
Service & Deliverables
On time / deadlines
Value / within estimates
Willing to Refer5.0