This blog explores strategies for successful PPC marketing that can improve your home insurance ads and ensure they reach your firm’s high-intent prospects.
Did you know that for 69% of insurance clients, the initial step they take before scheduling an appointment is to explore their options online? That’s why PPC marketing—which makes your home insurance ads appear first on relevant searches—has become a go-to digital advertising model for insurance companies.
Then again, while PPC marketing does offer a lot of benefits, taking aimless steps can turn your efforts into a failed digital marketing venture. So, if your company wants to reach new homeowners through PPC advertising, it’s essential to learn expert tips to help you maximize this digital marketing strategy.
Keep reading if you want your home insurance ads to reach the doorsteps of highly interested home insurance clients.
Table of Contents
PPC Marketing Explained for Beginners
If you’re unfamiliar with the concept, pay-per-click or PPC marketing is an online advertising model known for having advertisers pay only each time an Internet user clicks on their ads. Compared to other digital marketing tools, PPC advertising can immediately put your home insurance ads first on searches like “home insurance for first-time buyers” or “insurance for homes in hurricane zones.” That means you don’t have to wait for your website to achieve organic growth to be on top of search engine result pages (SERPs) or social media sites.
With highly flexible payment options and near-instant results, it’s not surprising that PPC marketing has become a popular choice for insurance firms that need to gain more clients quickly in a highly competitive industry.
PPC marketing has several core components, including keywords, ad auctions, and bidding strategies. Keywords are phrases people likely use when seeking insurance online. The keywords you insert in your ad copy and landing page determine the relevance of your home insurance ads to users’ searches.
Meanwhile, ad auctions refer to the process of having advertisers like you bid on the keywords you’ve selected for your ads. The highest bidders earn a high placement on search results pages or social media platforms.
Finally, bidding strategies give advertisers control over how much money should be spent on specific keywords. They allow various campaign optimization goals like clicks, impressions, and conversions.
Quick results and flexible payment options are just two benefits of PPC marketing to home insurance providers.
Essential PPC Tips For Launching Your Home Insurance Ads
Starting your first PPC marketing campaign can bring a huge boost to your business. To ensure your home insurance ads reach audiences actively seeking your services, focus on these key elements:
Keyword Research and Selection
Keyword research is a must for your PPC marketing campaign’s success. It involves carefully selecting the most relevant phrases and using data-driven tools like Google Keyword Planner or SEMrush to discover the best keywords to add to this list.
Based on our experience as a PPC advertising agency, we recommend that you focus on long-tail keywords. These phrases are more specific and often less competitive, which means that you don’t need a sky-high budget for your campaign.
On top of that, excluding negative keywords will boost the relevance of your campaign. Unrelated terms like “car insurance” or “rental insurance” shouldn’t be found anywhere on your home insurance ads. This prevents them from appearing in irrelevant searches, which means less wasted spending—in short: more productive ads.
Effective Ad Copy Creation
To attract more clients for your insurance company through PPC marketing, you must also craft ad copies that use action-oriented language. We strongly recommend that you highlight your insurance company’s unique selling propositions (USPs) to set your firm apart from other insurers.
For guaranteed effectiveness, every ad copy should end with a compelling call to action (CTA) to give ad clickers a gentle nudge on what to do next. Examples of CTAs you can use are “Get Your Free Quote Today!” and “Click Here to Protect Your Home!”
Landing Page Optimization
Once your potential clients click on your home insurance ad, they will be redirected to your landing page. To increase your chances of converting them to insured clients, pay attention to your page’s user experience (UX).
Attaining a positive UX doesn’t stop at having a visually pleasing landing page with a prominent CTA. You must also tend to other factors such as loading time speed and being mobile-friendly. Constantly refining your page will make engagements memorable, which can make prospects decide to request a quote from your insurance business.
Simple Ways to Examine PPC Performance
Poorly planned PPC marketing runs the risk of ad overspending. To avoid this, we recommend that you collect valuable data to use as a compass for your future advertising plans and adjustments. You can start by examining how well the keywords in your home insurance ads are currently performing. Once you know which keywords drive the most conversions at lower costs, you can budget your ads better by focusing on those terms.
Another method is A/B testing your ad copies and landing page to determine your campaign’s most impactful elements. If this process sounds unfamiliar, it involves creating ad variations to identify which one resonates most with your target audience.
Remember, constant data-based adjustments will ensure your PPC marketing remains effective and cost-effective in reaching your business goals.
Effective and cost-effective PPC ads require regular adjustments.
Why the Home Insurance Industry Needs PPC Marketing Specialists
The insurance industry has an overly saturated market, requiring many businesses to invest in digital marketing campaigns. While on paper, achieving insurance advertising success sounds manageable for an insurance firm to do alone, in practice, unforeseen situations may arise and affect your PPC marketing momentum.
Furthermore, the insurance industry is notorious for having strict advertising policies. For instance, regulatory constraints demand companies to provide clear, precise, and non-deceptive details. Balancing the production of creative and effective ads while ensuring compliance can be challenging.
For all those reasons, partnering with a PPC specialist or team of PPC experts is the most practical approach for your insurance company to grow without stressing much about factors beyond your expertise.
Meet The Experts in Producing Effective Home Insurance Ads
Zero Company has over 20 years of experience in leveraging PPC marketing and other modes of digital marketing to help our clients succeed.
We’ve assisted more than 2,500 companies across various industries to thrive in online spaces and win more clients. With our partnership, we can ensure your home insurance ads reach more eligible homeowners who want their property insured.
Schedule a free call with our PPC marketing specialists today to discuss how we plan to craft productive home insurance ads for your firm!
