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What is Better for Your Insurance Agency – SEO or PPC?

By: Meg Morgan

November 12, 2020

As an insurance agent, you know how important it is to cultivate relationships with clients. It’s often your customer services and personalization in the insurance transaction that brings them to the point of conversion. While many agents feel that they have perfected the art of nurturing leads, there is one vital element you may be overlooking – your digital presence. Today, having an online presence is essential, and there are two main paths to digital success – SEO and PPC. But what is right for your insurance agency?

SEO or PPC for Insurance Agencies

Search engine optimization (SEO) and pay-per-click (PPC) are two methods that dominate digital marketing. In essence, SEO and PPC have the same end goal – to bring high-quality leads to your business and encourage them to convert. However, the approach and process involved in each are very different. 

SEO in insurance

SEO is a process that works to increase your online visibility and traffic organically. Search engines, such as Google, have complex ways of reading and sorting online information. They use a combination of ranking factors to determine not only which pages are going to be of the most interest to the user but also which ones are authentic, secure, and trustworthy. SEO optimization is an effective strategy for elevating your business above the crowd and standing out online. 

Blogs, on-page optimization, landing pages, and more improve your SEO rankings. It is well worth understanding how to do SEO properly so that you can market your business more efficiently.

PPC in insurance

With PPC, you create ads based on a very targeted audience and with powerful keywords. By using the right strategy, your ads appear in front of an audience that’s more interested in connecting with your agency. Paid ads are highly visible, and you only pay when a user clicks on them. 

PPC’s goal is to connect with a very specific client – the one who is most likely to convert. That means that the audience is very narrow, but hopefully, one that will click on your business and obtain a policy. PPC is a great way to target customers with very specific insurance needs, such as those in a specific area or those looking for more specialized lines of coverage. 

Your PPC strategy should always provide you with immediate and constant traffic, which you can manage according to your budget. SEO is considered a more long-term proposition because it can take several months or even years to rank for highly competitive keywords in the insurance industry.

Keep in mind, however, that once you start to rank well for SEO, you will find that your cost per click and cost per acquisition reduces significant and is far cheaper than PPC. In essence, you want your PPC campaigns to bring in a steady flow of traffic, but your SEO strategies will work long-term for your business and be more cost-effective in the long run. 

These are some ways to get your insurance agency in front of your target market. Do you have additional questions about your insurance agency's marketing strategies? If so, then contact the experts at Stratosphere. Our expert team is ready to take your digital marketing success to new heights.
 

Insurance Marketing

Meg Morgan

Meg Morgan

Meg is a Senior Account Manager at Stratosphere who communicates, engages, and collaborates with her clients on monthly marketing and SEO services, as well as new marketing strategies, initiatives, and client-specific goals. She is passionate about building strong relationships, identifying new opportunities, and helping her clients grow. In her free time, she loves to bake, read historical fiction, cheer on the Chargers and Giants and spend quality time with her husband.

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