We’re surrounded with advertising every day. Between logos on t-shirts, social media ads, and mailers from our favorite fast-food chains, they’re almost impossible to avoid! As someone who comes across various types of ads on a daily basis, you probably have opinions about what is and isn’t effective. But have you thought about the why behind this interest or aversion?
While there isn’t a fool-proof formula for creating great ads, there are a few tricks of the trade that can help you make the most out of your insurance advertising strategy. In this blog, we’re going to share some of our insider secrets with you so that you can create killer insurance ads of your own. Since we’re experts at digital marketing, we’re going to stick to what we know best: online ads!
Elements of Great Insurance Ads
It’s targeted.
First and foremost, you need to identify your target audience, or the group of people you think are most likely to become customers. Online advertising platforms enable you to adjust campaigns so that they’re only shown to a specific group of people based on the parameters you set. Here are a few questions you’ll want to ask yourself when homing in on your target audience:
- Which regions do you serve?
- What kind of insurance is your top seller?
- Do you want to show specific ads to specific cities or counties?
- Which websites and browsers do your customers use most?
By targeting your ideal customers, you can eliminate unnecessary spending on insurance ads that don’t yield results.
It’s specific.
Have you ever seen an advertisement and thought, “Wow, it’s like they know me!” This is no accident. Advertisers spend significant amounts of time researching their target audiences to better understand how to communicate with them. As an insurance agent, you benefit from your close proximity to your customers. It’s likely you already have a keen understanding of your customers’ preferences and needs. Channel this knowledge into developing insurance ads that feel personalized and specific. This might require you to run multiple campaigns, each targeting its own distinct audience.
For example, let’s say that your agency earns a lot of business from new residents in your region. One of your ad groups could be targeting these new neighbors of yours. Another group could be targeting the parents of new drivers on the hunt for great auto insurance for their teen’s first vehicle. Draft language that speaks to a problem your customers often have and position your agency as the solution.
It’s flexible.
Advertising isn’t an exact science, but instead requires a little experimentation. Thankfully, advertising campaigns are flexible and relatively easy to adjust. Is your ad failing to reach your target audience? A little tweak behind the scenes could correct that. Is your text ad getting fewer clicks than suspected? Maybe new headlines could do the trick.
To understand what is and isn’t working on your insurance ads, pay attention to the metrics. Online advertising platforms automatically collect data that you can then use to analyze your campaign’s performance.
Advertising with Melon Local
We take the guesswork out of advertising. At Melon Local, we create targeted, localized campaigns that engage your target audience and earn you more leads. Plus, we track our performance and organize this data onto a user-friendly platform that allows our clients to check in on their progress at any time. Ready to learn more about Melon Local’s advertising services? Contact us for a demo now.