How Your Insurance Agency Can Succeed with Online Advertising

Every day, customers go online to shop for insurance. If you're like most agencies that are striving to reach out to shoppers, you've realized that the internet is the best way to meet leads and generate new clients. However, using the internet for insurance advertising isn't always as easy as it sounds. Even if you've been working hard, trying to earn a top spot on Google and Yahoo by bidding on state-specific insurance keywords, chances are that your listing is nowhere to be found while your competition seems to get constant online exposure. This article will help you understand Pay-Per-Click advertising and how you can successfully use it to take your insurance agency to the top and right in front of the public eye.

How it Works

Pay-per-click advertising is constantly changing, becoming more complex and flooded with more competition. The best way for your insurance agency to succeed online is to first understand how pay-per-click advertising works.

Yahoo and Google are two of the most popular search engines on the internet, and they do their paid advertising differently.

Yahoo ranks its paid advertisers based on price. If you want to beat your competitors on your ad listing, you have to bid higher and pay more. While this seems easy, it can quickly become expensive; if you choose to advertise through Yahoo, make sure that you have a set budget and stick to it.

On the other hand, Google advertises by analyzing your page to see how relevant it is to insurance shoppers. Google wants to provide searchers with the best results, so they want to make sure that your agency will actually help customers. Google started this approach with search results, and have now started implementing it with advertisers as well. Once your website has been reviewed by Google, they then provide you with a Quality Index Score which is multiplied by your bid and results in what is called a “Click Score”. Your Click Score determines how high your ad is places on results. In others words, when you're advertising with Google, the relevancy of your page determines both your ad's placement and can potentially mean that you will pay less per click.

How to Make Your Website Relevant

Having a useful, relevant website is important no matter what, but it is especially vital if you plan to advertise using Google. Your insurance website must contain high-quality pages that provide readers with the information they need. Consider what questions potential customers will be asking themselves about insurance, policies, and costs, and then strive to provide them with the answer they need. This will not only help you to generate leads and increase your potential of gaining new clients, but will also aid in raising your Quality Index Scores on Google. While this may seem easy, it will take a lot of additional quality content added to your website before you will see noticeable changes in your ad rankings.