September 2, 2021 - In marketing, we sure do love our acronyms, but at Melon Local, there is one that reigns above the rest: PPC. While we hate to play favorites, we can’t help ourselves on this one. PPC continues to be one of the most effective insurance marketing strategies we use to help our clients generate quality leads.
If you’re like many of our clients, you’re probably thinking, “Okay, I’ve heard of PPC, but what exactly does it mean?” Stay tuned, we’ll answer that and then some.
PPC Stands for Pay-Per-Click Advertising
PPC, or pay-per-click advertising, requires an advertiser to pay a fee to a platform (like Google) every time someone clicks on their ad. These advertisements may appear in various places across the internet, like at the top of a search engine results page, in banners at the edges of websites or even on your social media feed.
PPC ads enable marketers to get their ads in front of web users who are searching for related content, products or services. This gives businesses like yours the opportunity to earn more visibility and web traffic who, ideally, will turn into leads and then paying customers.
How Does PPC Advertising Work?
When developing a PPC campaign, the goal is to get your ad to trigger for relevant keywords in search terms (a.k.a. the phrases web users plug into the search bar). However, you can’t simply pay to show up for a desired keyword. Instead, you must bid on keywords in an Ad Auction.
In Ad Auctions, winners aren’t dictated by a fast-talking gentleman on a podium, but rather an incredibly intelligent algorithm. This algorithm takes a variety of factors into consideration, like the competitive cost-per-click, the relevancy of the ad to the keyword and the location of the web user. The algorithm will then display ads based on the results of the auction.
Insurance Ads Are an Agent’s Best Friend
Insurance ads are an excellent way to capture the attention of potential policyholders as they’re searching for insurance coverage in your region. A huge benefit of using insurance ads is that you can start earning leads quickly. Unlike SEO, which takes time to produce results, insurance ads provide you with an opportunity to top a search engine’s first page with virtually no waiting period.
Here are some other reasons you should consider creating an insurance advertising campaign:
- Since advertising platforms collect data for you, the results are easily measurable. This means you’ll be able to see how well your campaigns are performing at any given time.
- You have complete control over your advertising budget. You can spend as much or as little as you want.
- It’s fairly easy to pivot advertising campaigns. If the data reveals that something isn’t working, you can make adjustments to your insurance ads until you figure out what the problem is.
Tips for Making the Most of Your Insurance Ads
At Melon Local, PPC advertising is our bread and butter. We nerd out over the analytics and get a kick out of delivering fresh leads to our clients. To learn how Melon Local can help you develop awesome insurance advertising campaigns that get results, reach out to our team.