Smart Insurance Digital Marketing

SEO and Digital Ads

SEO and Digital Ads

A winning combination for insurance agency marketing

Some combination of SEO efforts and digital ads should be at the core of every insurance agency marketing strategy- but let’s talk a little more about how they fit together. This assumes we have identified our keyword targets and laid the groundwork for measuring our success by making sure we are listed in Google and Bing maps and that we have access to Google tools. Now that we can determine what our traffic baselines are currently and we can track our progress- where do we go from here?

Start with SEO

Search engine optimization is not the fastest way to generate leads tomorrow or next week, but it is the most effective. You should also start with SEO precisely because it won’t happen overnight. This is something you need to begin to put resources into and steadily feed it. Think of it like disciplined strength exercises for your business. The results take time, but they are extremely gratifying. 

When you make progress in this area, you will have fresh batches of eyeballs to your business every single day, and this can accelerate your improvement in every other area. When you have steady traffic, you can improve your engagement and conversions. If you don’t generate traffic, the slickest sales people and most efficient processes can’t help you generate more sales. It’s like having a lid on your sales funnel.

We explore SEO techniques in more detail for FREE for our subscribers- and more importantly, we offer access to assistance when you need it. Whether you start tackling that yourself or decide to ask for our help, the next logical question is what you can do to have a more immediate impact?  The answer: Digital Advertising- specifically Google ads- including mobile.

Using Digital Ads for Agency Marketing

You can fill your funnel before your SEO kicks in. There are two types of Google ads and numerous other advertising platforms online. Google search ads appear when someone google’s a specific keyword that you have chosen to advertise for (ex: car insurance quote). Google display ads are shown at random- not during an active search…but they can be targeted at certain demographics (ie. high wage earners, families with kids, etc) or even to users that have “recent interest or intent”…meaning they aren’t searching for insurance quotes right now, but they did recently. Search ads generate immediate traffic for people searching for quotes, but you might be wondering why display ads are an effective form of insurance agency marketing.
Display ads are extremely inexpensive. The chart shown here is taken from broadsign.com which aggregates and analyzes advertising data.
Cost effective display ads
Look at the difference between print advertising cost in red and online mobile/display in purple. The way you should think about Display Ads is like “Billboards in your palm”.  They are a very cost effective alternative to traditional advertising- like print, radio, tv, etc.  This kind of advertising is measured by impressions, which are the number of people estimated to ‘see’ it. I use air quotes because if you’re in an airport, do you really ‘see’ all of the electronic posters displayed between each terminal or gate? Each potential view is considered an “impression”.  Does every magazine reader actually ‘see’ each ad? They know how many people were potentially exposed to an ad based on foot traffic, or listeners, or viewers- but there is definitely some nuance to the definition of an “impression”.
Not only are mobile display ads less expensive- which ad is easier to respond to?  Something on the corner of a newspaper page or magazine…or something staring you in the face on your phone- with a button that you can click to call or request a quote? Mobile ads are much more responsive and engaging.

Does advertising with Google affect your SEO with Google?

You’ll see some professionals that say “no”, because Google makes it very clear that SEO is not pay to play and no preference is given to companies with big budgets. Even if paid ads don’t influence SEO directly- traffic and engagement does. Sites that get more visitors, and visitors that stay longer and engage with the site- signal to the search robots that people find the content useful. This is undeniably helpful…so ads help IF they are effective at engaging customers. We know that getting in front of customers online is the name of the game now- and it will be the name of the game for the foreseeable future.  Pursuing both SEO and Ads is the most predictable way to generate growth opportunities for your agency.

Our educational content is FREE. For those who want to start taking their digital efforts seriously, our full suite of tools is ONLY $40/mo and we offer full service SEO and Ads to those who have no particular interest in DIY.

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