Paid advertising is a great way to get your agency in front of potential customers searching for insurance online. Through demographic and keyword targeting, you can ensure your business appears in relevant searches. However, getting your insurance ad to appear on search is only half the battle. You also need to convince the web user to click on your ad so they can learn more information about your agency and make their way through the sales funnel. Stay tuned to learn the essential elements for writing an effective insurance ad that gets results.
Choose your ad.
There are various types of ads out there. Text ads, display ads, social media ads, oh my! So, first things first, you’ll want to figure out which type of ad is best for your industry. As an insurance agent, we suggest you start with text ads. Unlike display and social media ads, texts ads won’t require any design or images. Using popular platforms, they’re also relatively simple to create. Which brings us to our next point…
Use the right platform.
Texts ads appear on search engines like Google or Bing. At Melon Local, we like to work in Google Ads. This almost goes without saying, but Google is the most popular search engine in the world. In fact, you’re probably using Google right now! Likewise, many of your future customers are using the platform to search for new insurance policies, making it the perfect place to post your insurance ads. Plus, the Google Ads platform provides you with robust targeting options that will help you zero in on your ideal demographic.
Keep to the character limit.
Text ads are made up of two parts: headlines and descriptions. You can have up to 3 headlines totaling 90 characters (30 each). The description is made up of two lines with a maximum of 90 characters. Going over these limits could mean that your ad doesn’t show up correctly in search. More of a visual learner? Here’s an example of an insurance ad:
Auto Insurance in Phoenix | Sky High Insurance in AZ | Loni Lopez Insurance Agent
Get the best auto insurance coverage for the best price. Auto, home, life and commercial.
Serving the greater Phoenix, AZ area. Call for a quote today!
Keep it local.
As an insurance agent, you only serve particular regions. So why would you serve your insurance ad up to people outside of your service area? Adjust your targeting settings so that your insurance ad is only shown in certain locations, such as cities, counties, or even within a specified radius from your office.
You should also include your location as a keyword within the text ad, like we did in the example above. If you are an insurance agent in Columbus, OH, your keyword phrase may be “insurance in Columbus, OH”. You can also include your carrier’s name within the keyword phrase.
Mention your specialties.
It’s likely that your future customer is searching for a particular kind of insurance. Capture their attention by mentioning this in your text ad. You may also want to include your specialties in the keyword phrase. So, instead of “insurance in Columbus, OH”, you may put “life insurance in Columbus, OH”.
Include a call to action.
At the end of your ad, include a direct call to action. In the example above, the call to action, or CTA, is, “Call for a quote today!” Make sure that whichever CTA you use is clear and accurate. If your CTA is “call for a quote,” ensure that your phone number is readily accessible on the landing page.
Trust the Experts
Not ready to tackle your own insurance ads just yet? Get in touch with Melon Local to learn how our insurance marketing expertise can help you grow your agency.