Pay-per-click (PPC) advertising involves buying access to certain Google keywords, so that your ad will appear every time someone searches for those keywords. You pay a fee every time someone clicks on your ad.
There are reasons wholesale insurance may be a good fit for pay-per-click advertising—if you get the strategy right. Here are a few key tactics to keep in mind when embarking on your own PPC advertising campaign.
Make Sure You Choose Your Keywords Wisely
One thing to keep in mind is that more traffic isn’t necessarily better traffic. Since you’re paying for every click on your ad, you want to make sure that the person clicking has a high likelihood of doing business with you.
Keyword optimization can be a particular challenge for wholesale insurance agents, because the keywords that insurance agents may use to look for you online—or look for the kind of insurance you specialize in—may be so low-volume that it’s hard to find stats on them at all.
But it’s crucial to keep your keywords specific—and try to put yourself in the mind of an insurance agent doing a Google search for the type of insurance you sell, or for a wholesale agent with your specialization.
For instance, “wholesale insurance agent perishable commodities” may be a better choice than “marine insurance,” as the second phrase could be used by a much broader range of prospects who are not your target audience.
Write Clear, Concise Copy
You only get a small space to make a big impact with PPC ads. Wholesale insurance tends to be fairly complicated, so you’ll have to boil down your pitch to work well and be very clear within the allotted word count.
One thing you’ll need to include is a clear call to action—what do you want the prospect to do? Options could include “Download report,” “Learn more,” “Get in touch,” or “Click here.”
Exclude Keywords That Don’t Apply
In addition to bidding on certain keywords, you can also exclude keywords that could attract the wrong type of prospect—for instance, anyone searching for consumer insurance.
Anyone clicking on your ad from these groups is basically a wasted click. So it’s important that you’re targeting carefully to attract only the agents you know are looking for the types of insurance you specialize in.
Pay-per-click advertising can be a very effective type of marketing, including for wholesale insurance agents, if you adopt the right strategy. Reduce your costs and generate targeted traffic by carefully choosing your keywords, excluding those that aren’t applicable, and making sure your copy is strong and effective. Take those steps, and you should see good results.