An advertisement is defined as a type of marketing communication that promotes a product, service, or idea. In today’s world, it’s almost impossible to escape advertising. From billboards to branded t-shirts to your social media feed, advertisements are everywhere. You’ve probably encountered a few just today!
There’s a reason advertising is so popular: it works. With so much competition out there, insurance advertising is an ideal way to stand out and get your business in front of potential customers who may not come across your agency organically.
If you’re new to marketing, you may be wondering, “but what exactly does that mean?” Let’s go over the fundamentals of insurance advertising and how you can harness its power for your business.
Insurance Advertising 101
Insurance advertising is a marketing strategy that requires a business to pay for advertisements to promote their services. Have you ever paid for an ad in a newspaper? Or ran a pay-per-click campaign? Then you’ve dabbled in insurance advertising!
While there is some value in traditional advertising methods, like printed ads, we’re much more partial to digital advertising. Not everyone reads a physical newspaper or pays attention to flyers, but almost everyone uses the internet. Digital advertising grants you access to a greater audience, meaning you’ll have more opportunities to generate leads.
Pay-Per-Click Advertising for Insurance Agents
Pay-per-click, better known in the marketing world as PPC, is an ideal method of digital insurance advertising. The PPC model requires advertisers (like us!) to pay a fee each time a web user clicks on an ad. These ads can exist in various places on the internet: web browsers, social media, webpages, etc. As an insurance agent, we recommend you focus on text ads on web browsers like Google. When potential customers are looking for policies, they’ll most likely use these search engines to find and compare local insurance agents.
Not sure what we mean by text ads? Open Google and type in a general search query like “gray sectional sofa” or “best hiking boots for long distance”. Near the top of your search results, you’ll find a series of pages labeled with “ad” on the left-hand side. These are text ads!
Tips to Keep in Mind
Insurance advertising may serve the same function as any other type of advertising, but how you get there is a little different for each industry. As an insurance agent, you’ll want to locally target your ads so that you’re only reaching eligible leads. Failing to target effectively could mean that you’re wasting resources on clicks that will never turn into customers. Adjust your advertising settings to show your ad only to people within your service areas. You should also include a localized keyword phrase in your text ad. For example, your keyword phrase could be “[Carrier Name] in Austin” or “best auto insurance Tulsa”.
Say “Hey” to Melon Local
Are you ready to start advertising but aren’t sure where to start? Get in touch with Melon Local to learn how we can help you build effective insurance advertising campaigns that get results while staying on budget. Schedule a demo with our team to learn more.