Mine Marketing

The Objective

Promoting health insurance offers to relevant audiences in a cost-efficient way

Mine Marketing is an affiliate marketing company specializing in lead generation for various businesses.

The monetization model in the category works as follows: the affiliate marketing company receives a fixed price for each lead they generate. Therefore, affiliate companies are always looking for new ways to gain exposure to unique audiences that can contribute to keeping the cost per lead (CPL) as low as possible.

Seeing TikTok as a reliable source of untapped audience and potential high-quality leads, Mine Marketing decided to try it out as part of its health insurance promotion campaign.

The goal of the campaign was to generate the maximum amount of qualified leads, with the main KPI being CPL lower than $12 (which is far below the market average in the health insurance category).

The Solution

Opting for TikTok automated solutions to drive performance and combat creative fatigue

Facing a very ambitious objective of the desired CPL combined with the need to drive results in a short amount of time (which is a typical goal for affiliates - generating performance results at a large scale and fast), Mine Marketing had to rethink its approach to best fit the TikTok platform and the complex health insurance funnel.

Usually, an affiliate's media approach would be to open multiple offerings, campaigns, and ad groups while starting to review results instantly. This means that they often don’t give enough time for an ad group to complete its learning phase and, if it does not perform in the desired way from the start, they pause it after less than one day.

Due to health insurance category specifics, potential consumers are taken through a complex funnel. This means the algorithm requires a longer learning period for the campaign, which contradicts the requirement of fast results.

Additionally, in the course of the campaign, it became evident that there was very fast creative fatigue. This meant that Mine Marketing required a creative approach that would allow them to produce creative materials at scale.

With all of these challenges in mind, TikTok team suggested that the client use TikTok automated solutions. This way, the algorithm was able to receive more control over optimization, making performance more stable.

For example, as a response to the creative fatigue challenge, Mine Marketing used Automated Creative Optimization. ACO is a powerful tool that mixes and matches creative assets with different text and calls-to-action. It's a useful tool for generating creatives at scale, allowing the client to go from 3 ads (each with one video, one text, and one CTA), to 27 different ad combinations.

To best fit TikTok's creative tone and style, Mine Marketing also incorporated text-to-speech, background music, and subtitles in their creatives. ACO also has the ability to explore and identify the best-performing ad combination, and then increase delivery towards it.

The Results

Achieving the set CPA and significantly improving all campaign parameters

The campaign turned out to be a major success, and using ACO proved to be a winning approach.

It was beneficial for overcoming creative fatigue and increasing all performance parameters. Conversion rate improved by 7.5X (from 0.02% to 0.11%), click-through rate increased by 20%, and most importantly Mine Marketing managed to achieve the ambitious KPI, set for this campaign, and ended up with an $11.5 CPL, which was 82% lower than the initial one!

By using ACO, Mine Marketing was able to generate creative assets at scale, which also resulted in being able to increase the campaign lifespan. Additionally, it helped to reduce production cost, manpower, and time spent by the performance team when creating the ads manually.

Seeing this success with the health insurance vertical, Mine Marketing then adopted ACO for their entire portfolio, allowing them to maintain lower CPLs through all other campaigns on TikTok.