Thinking About Insurance Pay Per Click Advertising? Read This First!

Posted by Heather Sloan on Tue, Feb 09, 2010

Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!

Now imagine a better scenario. You click the stainless steel mug link and land on a page that’s all about stainless steel mugs. You can easily understand your options and there are no distractions so you proceed with purchasing your mugs in a matter of minutes.

This is the difference between effective and ineffective insurance pay-per-click (PPC) advertising.

When a prospect clicks on a link, she expects to land on a clearly related page. But instead, many PPC links take users to non-specific Web pages and many sales are lost as a result. Dropping prospects onto the homepage of your insurance Web site is like asking them to navigate through a maze before completing the purchase. It’s like inviting a guest to dinner and then asking him to prepare the meal. It’s too much work! To make an insurance sale, you have to make the process easier-than-easy. You have to connect all the dots, answer every question and erase every ambiguity.

It’s no surprise insurance pay-per-click (PPC) campaigns are getting a lot of press these days. They can be a fast, easy way to generate sales. But beware and make sure you don’t put cart before the horse. In other words, don’t start a pay-per-click campaign without creating targeted insurance landing pages.

A good insurance landing page should include:

  • A clear call to action
  • Relevant copy and images
  • No distractions – keep it simple, short and clear

As a rule of thumb, always create dedicated landing pages when paying for traffic with sponsor links or pay-per-click campaigns. And remember, the more specific the offer, the higher the response rate and the more qualified the prospect!

Topics: insurance lead generation, insurance marketing ideas, Insurance Selling, marketing strategies for insurance agents, insurance sales marketing ideas, commercial insurance marketing, lead generation