Increasing traffic to your website may be top-of-mind for your insurance marketing strategy, but what about those potential customers who don’t engage with you past the first click?
Instead of letting those fresh leads spoil, try incorporating ad remarketing into your strategy.
Also known as ad retargeting, remarketing targets people who have already interacted online with your agency but never converted from lead to customer.
Whether it’s visiting your website, filling out a form or clicking on an ad, remarketing allows you to reach out to people who have shown an interest in your agency’s products.
By incorporating remarketing in your insurance marketing strategy, you can increase your brand’s visibility and stay top-of-mind with potential customers, ultimately leading to higher conversion rates and return on investment.
Since people are more likely to purchase insurance services from a company they have heard about rather than an unfamiliar one, ad retargeting can help build your brand’s familiarity and credibility with your target audience.
Check out these five helpful tips to consider for your remarketing strategy and make sure no quality leads get away!
1. Up-sell & Cross-sell Products
If you haven’t had luck hooking leads with generalized messaging (e.g., “Looking for auto insurance,” “Ready to purchase home insurance,” etc.), try up-selling your products by creating personalized ads based on any new or different services.
Consider add-ons for auto insurance your competitors may not offer or openly advertise, like roadside assistance or rideshare endorsements.
Also, look at ways you can cross-sell products. For someone with health or disability insurance, you can try retargeting them with life insurance or vice versa.
Not only can this approach increase revenue, but it also may improve customer satisfaction by offering relevant products or services that meet their unique needs.
2. Test Different Ad Formats
Try experimenting with different ad formats to see which ones work best for your target audience. The effectiveness of advertising strategies can vary significantly depending on the targeted demographic. For instance, while video ads may be highly effective for one demographic, the same approach may not yield the same results for another group.
In such cases, it’s possible that a simpler approach, such as using static images, may be more effective for that particular demographic.
Testing different ad formats will allow you to better optimize your campaigns for maximum engagement and conversions.
3. Incentivize Leads With Savings
Think of a discount on an insurance policy for users who’ve visited your website but haven’t yet made a purchase.
Consider making ads that focus on saving through bundling policies. Also think of savings that may be available through specific products (e.g., student discounts or tracking apps or devices for auto insurance).
4. Use Social Media
Remarketing doesn’t have to be limited to web pages and search engines. Social media like Facebook, Instagram and LinkedIn offer ample opportunities for retargeting people who not only interacted with your website but your social profiles as well.
Many of these platforms also offer built-in features for business pages to track results and narrow your target audiences even more.
5. Track & Analyze Your Results
Finally, it’s important to track and analyze the results of your remarketing campaigns. Using tools such as Google Analytics allows you to track key metrics, such as conversion and click-through rates, and make data-driven decisions to enhance your campaigns.
Monitoring your campaigns over time will help you in making informed decisions to refine your campaigns and achieve the best possible results.
At Melon Local, we specialize in getting fresh, quality leads for agents like you across the country. Whether it’s Google Ads or Facebook & Instagram ads, we know what it takes to build successful remarketing campaigns!
Learn more about how Melon Local can help you get the leads your agency deserves by scheduling a demo today!