It’s frighteningly easy to throw good marketing money down the drain with pay per click (PPC) advertising campaigns. Especially if you haven’t had any expert PPC advice.
Pick the wrong audience, keywords or use an ineffectual landing page, and the budget you set against any campaign can quickly wilt away.
That’s a shame, because the PPC services offered by the likes of Google and Facebook are incredibly powerful and effective when used properly. And we’d love to help you do that if you’re in the insurance industry.
Why? Because, unfairly, this is an example of a sector that gets a bad rap online. “It’s too hard to use PPC effectively in insurance”; “the competition is too fierce”; the excuses are endless.
However, that doesn’t mean the challenges should be ignored.
What’s different about the insurance industry and PPC?
Let’s get straight to the nub of the issue: keywords in the insurance industry are pretty expensive. That’s PPC advice any Google expert would know.
There’s some big players in this industry – that’s primarily why. Competing against MoneySuperMarket, meerkats and the annoying singing bloke isn’t easy with PPC.
These comparison sites have the budgets required to plough into short tail keywords such as ‘home insurance’ and ‘pet insurance’ – and, consequently, you’ll pay through the nose if you bid for them as an insurance provider.
Start by tightly defining your product
Anyone who works in the insurance industry will know that it has many facets. It therefore stands to reason that you need to tightly define your offering before embarking on any form of PPC campaign.
What are you selling? Is it car, pet or home insurance – or something more niche? More importantly, what type of cover is it? Do you specialise in bargain basement stuff or insurance for high value goods?
The more comprehensively you can filter down your offering, the better idea you’ll have of the keywords required to make a success of PPC.
How does the market view your brand?
If you’ve been in the game for a while, you should have established some form of reputation. Hopefully, a good one!
If so, have a think about what the market thinks of you. Pay per click campaigns are at their best when they play to brand strengths.
Are you a modern, contemporary business that attracts millennial customers or do you have a heritage that’s relied on by older clientele and those with deep pockets?
This detail is crucial, as it will inform your keyword research. Remember – online searches are increasingly being undertaken by voice, and that means you need to think about how your audience is likely to request information relating to your services.
PPC campaigns should carry the same language, brand values and persona as the pages on your website, so avoid trying to be something you’re not by mimicking the competition that appears above you in search results.
Know your audience
Of all the generic pieces of PPC advice, this probably ranks as the most common – but for good reason.
The demographics of your audience needs careful consideration for any kind of PPC campaign, but this is particularly the case if you decide to use an advertising platform that enables you to tightly define audiences.
What audience does each type of insurance you offer play to? What’s the age ranges and interests of your customers by product? Don’t look past the location element, either; just because you’re a national insurance provider doesn’t mean you shouldn’t target the areas in which you appear to have already gained good ground.
As an insurance company, you really should invest in PPC, but only with a solid idea of the challenges you’ll face and the opportunities you can sniff out.
You don’t need to (and, indeed, probably can’t) compete against the big comparison websites. Instead, find your niche, tightly define your audience and don’t let your brand values slip. That audience is out there.