We’ve talked about the importance of search engine optimization, and organically ranking high (without paying) on search engine results. In a competitive market, agencies may have to also incorporate insurance agency digital advertising into their business model in order to increase their online presence, and generate leads and increase their revenue as a result.
One type of insurance agency digital marketing is Pay per click (PPC), where agencies pay a fee for each time their ad is clicked. PPC ads usually appear on the top or right-hand side of a webpage and are easy to spot in the midst of the thousands of results a search can yield. The most popular PPC ads appear on Google (built through Google Adwords) and social media networks like Facebook and LinkedIn.
Here’s an example of PPC advertising for the term “health insurance agencies” on Google.
You may be wondering where to start when building your insurance agency digital advertising strategy. We’ve rounded up some tips that may help:
- Plan your campaign: First, ask yourself whether insurance agency pay per click advertising is a good fit for your business. Do you have the budget, and are you looking for new customers? Are you having trouble generating leads with unpaid SEO? If you decide to move forward with PPC advertising, then determine your target audiences and think about the search terms they may use to find the product or solution you are offering.
- Pick a PPC option: If you’re just starting out with PPC advertising, it may be a good idea to start with Google Adwords. They have a free planner that can help you research the keywords your prospects may be using and you can allocate a certain amount of money so that you don’t exceed your budget. It also doesn’t hurt that businesses make an average of $2 in revenue for every $1 they spend on Adwords.1 If you’re already in the habit of using a social media network like Facebook, you could always start using PPC advertising there too.
- Set up a keyword strategy: Most internet users won’t use the same keywords when searching, even if they’re looking for the same thing. We recommend checking if whatever you’re using for PPC advertising has a keyword match type. For example, Google has three match types; exact match, phrase match and broad match. This way, users can see your advertisement if they type in the exact keyword you’re using, part of the keyword in the same order, or just your keywords in a random order.
- What’s the call to action? Calls to action are important in PPC advertising. Once a prospect clicks on your ad, where do you want them to go? Is it to a landing page with a video and contact form, or to a new white paper your agency just released on benefits? This is important and it is more than okay to test a few options.
- Testing, 1-2-3: Once you decide what type of PPC advertising and keywords you want to use, start with a small sample or test. Write a few advertisements and set aside maybe 5% of your budget to sample the different ads. See which ones perform the best, and use your budget on what you know will be successful.
- Determine what success means: Figure out what PPC success looks like for your and your agency. Is it signing a new group, or just getting contact information for a certain number of leads? Thinking of your agency’s purchasing funnel, and how PPC advertising fits in could help too. Benchmarks like these will help you figure out what type of PPC budget you need.
Whether you incorporate insurance agency digital advertising or not, remember that it’s not a substitute for other SEO strategies.
Learn about more ways to increase your online presence with The Agency Digital Marketing Guide.