Every insurance agent knows that it’s a saturated market, and they need to work hard to stand out against the competition. Every person looking for insurance is trying to find the best deal with the right insurance agency. With a strong online presence, you can get in front of the right customers and become a part of their buying journey. Pay-per-click (PPC) advertising is a big part of modern business, even in insurance. When considering how to get started on PPC for insurance agencies, here is what you need to know.
Why PPC works for insurance agencies
Say a potential policyholder is searching Google for information on insurance. They want to know more about the insurance they need, how much it’ll cost, and who is a reliable provider. If your business isn’t answering these questions, you could be missing out on a significant number of sales. PPC allows you to pay for short, concise ads on search engines that are posted above the typical listings in search engine results pages (SERPs). This helps your potential customer find your business easily, and allows you to narrow down your search to find a niche target audience who are more likely to convert.
How to get started
PPC, in short, is a great digital marketing tool for insurance agencies. Now you’ve decided to create a PPC campaign, where do you begin?
Understand your target audience
Any type of marketing is better with an understanding of the target customer, and PPC is no different. Know where your audience lives and how they like to be communicated to. If you know what your audience likes, how they search, and how they talk, you can begin to create messages that will speak their language.
There’s no doubt that researching the right keywords for PPC can be time-consuming, but it’s the foundation to your success with this form of advertising. Researching keywords involves discovering the groups of keywords and phrases related to your niche. First, brainstorm a list of keywords that you think potential customers would search. Then, use online tools to help you narrow down the phrase to one that can be targeted.
What to consider when creating PPC ads for insurance
- Create ads for every different kind of insurance you offer (auto, home, life, business, renters…)
- Use ads to publicize deals that you’re offering on insurance
- Target ads to specific locations
- Create ads based on demographic trends
- Target the people looking to change – e.g. by using keywords such as “change auto insurance” or “switch home insurance” to find those who are looking to move insurance providers.
Get to grips with PPC. At Stratosphere, we can help. Our skilled industry professionals are up-to-date with the latest advances in internet marketing, and we offer a full range of services to get your website and marketing to where it needs to be. Contact us today for more information on (818) 338-6700.