Washington Health Benefit Exchange (WAHBE) powers Washington Healthplanfinder: an online marketplace for health and dental insurance for Washington state residents. They provide a network of support to ensure all residents have access to affordable health insurance that meets their needs and budget.
To build trust among Spanish-speaking individuals, WAHBE asked our team to effectively build, execute, and optimize multilingual Google Ads search campaigns. The client’s key objectives were to gain better access to and understanding of Washington residents who natively, and often only, spoke Spanish, an audience they had previously had trouble reaching due to the language barrier.
Google Ads offers endless possibilities for businesses to succeed, from brand awareness to lead generation and more. We simplify the process of paid advertising through Google’s Search and Display networks.
We create a data-led Google Ads strategy based on our research and analyses. You, as the client, will see everything from A to Z: what the ads would look like, when they run, the goal of each campaign, and so on, while we take care of the daily-to-monthly management and optimization.
We are not chemistry experts, but we take a scientific approach to our Google Ads services. Odd Dog always runs tests to find what works best for your business and continues to optimize your ads — whether it’s the keyword match type, bid strategy, or audience targeting.
As always, our team began with research, extensively reviewing Washington state’s resident demographics — from native language to location to income. With these insights, we developed a strategic ad campaign with complementary A/B testing opportunities to better understand and improve the target reach of Spanish-speaking individuals. To meet Spanish-speaking individuals where they’re at and build trust, we crafted keyword-rich, creative ad copy in both English and Spanish.
Our search campaign and experiment results taught us a lot about multilingual user behavior, including location-based data, browser language settings, and device-specific effects on ad outcomes. Ultimately, we used those findings to improve campaign performance, connect Spanish-speaking Washington residents to health insurance options by the enrollment deadline, and increase the marketplace’s membership and ROI.
The dotted lines represent the previous campaign year.
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