Although most customers purchase their policies directly through an agent, 74% of customers shop for an insurance policy online, using insurer websites or aggregators for obtaining quotes and researching information. When a customer needs to buy a new insurance policy, they will turn to Google, starting with a simple search and likely looking no further than the first page of results.
What Is Google Ads?
Google Ads, formerly Google AdWords, is an online advertising solution that businesses use to promote their products and services on Google Search or on other websites through the Display Network and Google’s AdSense Program. Ads appear at the top of the search page before the organic search results, making your company more visible in search engines. With Google, you pay per click (or whatever your designated goal may be, such as phone calls or website visits).
Inbound leads generated from Google demonstrate an intention to make a purchase because advertisements only appear after people have searched for a specific term. If you want to attract local prospects who are serious about purchasing insurance, then Google Ads are the way to go.
In fact, you have likely encountered Google Ads in your own internet exploration. Below is an example of a Google search engine results page for the query “community association insurance Georgia.”
How Does It Work?
Google Ads is focused on keywords. You choose a relevant keyword or phrase that you think customers may use when searching for your product, for instance “restaurant insurance NYC” or “insurance for community associations Georgia.” You then bid on these keywords. How much you are willing to pay per click in conjunction with a Quality Score (assigned by Google, based on the quality of your ad) determines the order in which Google Ads appear.
Having a quality ad will not only appeal to customers, it will also lower your advertising costs. Google rewards advertisers with higher Quality Scores by lowering the cost per click and offering them better visibility without raising the bid. When calculating Quality Score, Google considers the following factors:
- Relevance of your Google ad to the search query
- Relevance of the Google keyword to your ad group
- Relevance of your ad to its landing page
- Click Through Rate of the ad and of its ad group (aka how much users interact with your ad compared to similar ads)
- Historic account performance
How to Write a Strong Ad?
It is important to be thoughtful and deliberate when writing an ad. Look at the keywords that people are searching for in your area. If you search a keyword and see it has no ads, it likely means customers are not searching for that keyword, and you should thus not spend time or money on it. On the flip side, if you see a keyword with a slew of ads from the largest insurance companies in the nation, it is likely going to be extremely expensive.
Once you have determined there is a demand for the keyword and an ad is worthwhile, it is time to focus on writing the ad. As you saw in the above image, there is not much space to plead your case. Keep it short and sweet. Consider focusing on a current sale or deal to create a sense of scarcity. Insert some personality, possibly humor, or a personal appeal, to differentiate your business from its digital neighbors. Most importantly, focus on your customers. If you were in your customers’ shoes, what would you like to hear? Be mindful of their needs and their goals.
While Google Ads is a highly effective way to drive conversions and secure new customers, it is not for everyone. In order to make ads worth your time and money, you need to have a sizable budget. But fear not — there are countless other digital marketing opportunities, most of which are free.