Google AdWords – Do They Work for Insurance Lead Generation?

By | February 10, 2013

Purchasing exclusive, voice-verified business intelligence is one of the most effective ways to begin developing a pipeline for lead generation. Used as part of an overall insurance marketing strategy, this is the best way to go about lead generation—but what about using Google AdWords? In 2012, insurance sales professionals know the importance of having an effective web presence and of attracting the right, targeted visitors.

As recently as 5 years ago, many business-to-business insurance sales professionals did not take Internet marketing seriously, thinking it was better left to those who sold to the consumer market. However, the decision makers responsible for purchasing insurance benefit packages and financial products for their company also search online. It is for this reason that a number of insurance sales professionals consider a Google AdWords campaign to attract prospects to their site.

Google AdWords operates like this: You select (or “bid on”) keywords that you believe are most relevant to your offerings (like Employee Health Benefits or Qualified Plans) and create a text ad that is displayed in the paid section of a Google search for that keyword. You do not pay to place the ad, only when it is clicked on – thus the term “pay-per-click advertising.”

There are a few things you have to keep in mind in order for a Google AdWords campaign to be successful, such as:

Get Your Keyword Research Right – Choosing the right keywords to bid on is crucial. The most popular keywords may be priced out of your price range. The trick is to uncover key words that have a lower competition but still get good traffic. The Google AdWords Keyword Tool is helpful. Consider including geographic areas to your keywords like “Employee Health Benefits, Pittsburgh.”

Make Sure Your Ads Lead to the Right Place – If your Google AdWords ad is based around the key phrase “Property and Casualty” it should lead to that specific information on your website, not a homepage.

Make Your Copy Count – You have just a few words to work with when writing the Google AdWords ad copy. It is important that you take the time to write the best possible copy.

Using Google AdWords or another pay-per-click keyword strategy is a tool for insurance sales professionals to include in their marketing campaigns. In addition to leveraging a business intelligence program, online marketing can help generate leads.

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About the Author/Host

John Pojeta

John Pojeta - Vice President of Business Development

John researches new types of business and manages and initiates strategic, corporate-level relationships to expand exposure for The PT Services Group. John came to The PT Services Group in 2011. Before that, he owned and operated an Ameriprise Financial Services franchise for 16 years.

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