PPC Basics: Common Mistakes Insurance Companies Should Avoid
It’s no secret that the insurance industry has embraced the digital world, focusing on online strategies to boost business. If you’re an insurance company dipping your toes into online advertising, you might’ve realised that Pay-Per-Click (PPC) is a powerful tool. But just setting up a campaign isn’t enough. It’s all about how you execute it that counts. From bidding wars to rash decisions over keywords, plenty of pitfalls can derail your efforts.
This blog dives into the missteps you want to steer clear of when using PPC. We’re delving into the common blunders that insurance firms often make, and you’ll discover ways to sidestep them for better results. If you’re curious about fine-tuning your approach, have a peek at our Insurance Companies PPC page for comprehensive strategies.
Neglecting Keyword Research
Without looking into which keywords are actually working for you, you’re flying blind. Know your audience and bear in mind their search habits. Some companies make the mistake of relying on broad terms that are too vague or pricey. Instead, consider narrowing down to specific long-tail keywords that align with what you offer explicitly. These might not have as much search volume, but they often lead to better conversions.
Ignoring Negative Keywords
Just as important as the keywords you target are the ones you don’t want to. Negative keywords save you money by stopping your ads from showing up in irrelevant searches. For the insurance sector, there are plenty of words you want to avoid. Think of free, training, or wholesale as potential candidates. Not updating your negative keyword list can swell costs unnecessarily.
Poor Ad Copy
Your ad copy is your first impression. If it doesn’t hit the mark, users will scroll past or worse, click and then back out, costing you unnecessarily. Make sure your text is clear, direct, and to the point. Avoid insurance jargon that might confuse potential clients. Instead, showcase the benefits of your service clearly. Small tweaks can mean the difference between a dud and a home run.
Not Monitoring Ad Extensions
Ad extensions are your opportunity to add value without much extra effort. Using them wisely can enhance your visibility and click-through rate. But it’s crucial to keep an eye out. If you set it and forget it, you might miss out on optimising for new services or adjusting based on seasonal changes. Regular checks ensure that these extensions remain relevant and accurate.
Overlooking Mobile Optimisation
You can’t afford to ignore mobile users. With more people than ever searching for insurance on their smartphones, your ads need to be mobile-friendly. If your website or landing page is a pain to use on small screens, it hurts your conversion rates. Always check your campaigns from a phone to ensure everything loads quickly and navigates effortlessly.
Forgetting to Use A/B Testing
You think an ad is great, but how do you know for sure? Running A/B tests allows you to compare different versions of your ad to see what actually gets results. Test different headlines, calls to action, and ad extensions. Don’t assume anything; testing is the key to understanding what your audience responds to.
Ignoring Campaign Performance
Not keeping tabs on your data is like driving without a map. Analytics can show you what’s working and what isn’t. Instead of guessing, rely on data to make informed choices. Consider reviewing reports weekly to tweak campaigns accordingly. Staying on top of this allows you to make adjustments based on performance, channels, or changing business needs.
PPC management for Insurance Companies is more than just setting up a campaign and letting it run its course. By paying attention and avoiding these common pitfalls, you can improve your ad performance significantly. Need more help? Our team is ready to assist you. Get in touch to make the most out of your PPC efforts and ensure every penny spent maximises your return.
