While insurance advertising can seem more like an art, not an exact science, there are some methods you can use to produce the best results almost every time. Learn 5 tips you can use to develop effective insurance marketing campaigns that get results.
1. The keyword is: keywords.
Targeting the right keyword is one of the most important elements of a successful insurance ad. A keyword is a phrase that describes a piece of content. They’re what web users plug into search bars on Google and how marketers help those web users (and the algorithm) find information. Learn more about keywords here.
In pay-per-click, or PPC, advertising, the end goal is to get your insurance ad in front of a web user who is searching for a relevant keyword. Thus, the keyword you choose to bid on is of utmost importance.
To find the best keyword for your insurance ad, try to think like a policyholder. How are they most likely to search for your business? Are they searching by your carrier? Location? Policy? You may want to create multiple campaigns and track the performance of each to see which keyword phrases perform best.
2. Locally targeted insurance ads perform better.
In PPC advertising, marketers (that’s us) have to pay a fee to a platform (like Google) every time someone clicks on their ad. This means that if an ad isn’t targeted correctly, you could end up wasting money on clicks that will never convert into customers.
One way to avoid this marketing faux pas is to locally target your insurance ads. Advertising platforms enable you to set location targeting in a variety of ways, such as specific cities, states and even the radius around your location. This is especially important for insurance agents that can only practice in certain states or regions.
Depending on your market, you may even want to try different ads for each geographic location. For example, if you are an insurance agent serving all of Texas, you may develop locally targeted ads for Dallas, Fort Worth, Arlington and so on. This gives you the ability to draft copy that speaks directly to your audience in each community.
3. Draw customers in with compelling copy.
In marketing speak, copy refers to words, more specifically, written material. Most search engine ads, like Google Ads, rely solely on copy to capture a web user’s attention because images aren’t included. This means it’s essential that your copy be well written, grammatically correct and interesting enough to earn that click!
Remember, ads have character limits. You only have three 30-character headlines and two 60-character descriptions to make an impact on your potential customer. Make them count! To learn more tips for writing insurance ads, head to this page.
4. Say what you mean and mean what you say.
Whatever copy you use on your insurance ad should directly correlate with the information on the page. Let’s say you were searching for information about how to repair your washer. What if every ad you clicked on claimed it had information about how to fix your washer but instead brought you to a page with washers for sale? It would be frustrating, right?
Similarly, if you write an ad talking about a free auto insurance quote, then the web user should be led to a page where they can get that free auto insurance quote. Make sure that whatever language you use on your ad is front and center on your webpage so your future customers can easily find the information they’re looking for.
5. Include a clear call to action.
Every efficient insurance ad needs to include a clear call to action, or CTA. This could be to request a quote, call your office or simply to learn more on your webpage. Web users need to know how to take the next step to become policyholders, so make this information clear on your ad.
Does your agency need insurance ads?
Are you on the fence about whether or not you should be using insurance advertising to generate leads? Learn more about the benefits of insurance marketing here.