Developing insurance ads to promote your agency is an essential step towards growing your business. But with so much competition out there, it’s not enough to just run insurance ads. To stand out, you want to take the time to develop advertisements that effectively target your ideal customer and entice them to learn more about your agency. And, of course, become policyholders with you!
Fortunately, we know a thing or two about insurance advertising. After all, it is what we do for a living. Let’s explore what turns advertisements into truly great insurance ads that get results.
Use the Right Platform
Firstly, you’ll want to make sure you’re using the right advertising platforms to reach your target audience. What good is an ad if nobody sees it, anyway? A good place to start is on the world’s most-used website: Google. Google Ads is a popular pay-per-click platform that enables you to get your business in front of web users who are searching for services like yours.
Advertisements on Google are in the form of text ads, meaning there are no images or videos associated with them. You’ll need to rely on effective copy to secure a click. To get a glimpse of what we’re talking about, open Google in a new window on your browser. Type in a localized search query like “animal hospital in Seattle” or “dentist Omaha”. The top search results will likely be advertisements. While advertisements look very similar to regular search results, they are denoted by the “ad” icon to the left of the result.
Using Google to host your insurance ads is beneficial to you in many ways. For starters, you won’t have to spend any time designing an ad; it’s all text! Google Ads also makes it relatively easy for you to zero in on your audience with demographic targeting features. Plus, the sheer popularity of Google means that you’ll have maximum exposure to potential policyholders.
Target Local Customers
As an insurance agent, you help people within your surrounding communities get the coverage they need. So, you don’t want to be showing insurance ads to people outside your service area. Remember those demographic targeting features we mentioned? This is where those will come in handy. Adjust your settings so that your ads are only shown to people searching in specific locations and cities. You can also try running multiple campaigns each focusing on a particular area.
Bid on keywords that include your region as well. For example, if you specialize in homeowner’s insurance in Dallas, you might bid on the keyword phrase “best home insurance in Dallas”. When ideating your keyword, think like your customers. What phrases would they use to look up insurance? If you don’t get it right the first time, don’t sweat it. Digital advertising is very flexible and can always be altered.
Clear Call-to-Action
All insurance ads should include one key element: a call-to-action. A call-to-action, often referred to as a CTA, compels the web user to take a specific action. On an insurance advertisement, this may be asking your future customer to call for a quote or learn more information on a landing page.
The CTA can be included in either the headline or description of the text ad. Remember, there are character limits for both headlines and descriptions. Typically, your text ad with have three headlines with a maximum of 30 characters each. Your description will have two lines with a maximum of 90 characters each. Going over these limits could affect how your text ad shows up in Google.
Insurance Ads by Melon Local
We know that creating your own insurance ads can be a daunting task. Let Melon Local take the guesswork out of digital advertising. Our insurance marketing services help insurance agents like you generate leads, gain online visibility, and ultimately grow your business. To learn more, schedule a demo with our team!