There’s no other way to put it — generating leads with your website is literally impossible without traffic. The smart marketers will tell you, that when it comes to digital marketing and generating leads online, rule number one is, never rely on only one source of traffic.
The more traffic sources your website has, the more opportunities you’ll have for lead generation. Lead generation is a game of numbers. If you’re relying on only one traffic source, or none, you can’t expect much if anything in the way of leads. That’s just the way it goes.
SEO is important, but it’s not the only way
We all know that search engine optimization (SEO) is extremely important to your online visibility, but digital marketing doesn’t begin and end with SEO. It’s only one piece of the lead generation puzzle, and only one of the many ways you can drive traffic to your website.
The truth is, even if you do everything right, SEO is typically a very slow-going, and often times labor intensive process. There is no easy button with SEO, and neither you or your website has any control over how many people are searching for insurance in your area each month.
As we’ve stated many times before, Insurance SEO is very backlink-reliant, which requires great, link-worthy content. In other words, it’s a game of copywriting.
Unfortunately content is one of the last things most agency owners want to create.
Depending on where your agency is located geographically, what the search volume and competition is for the terms you’re trying to rank for, and how much content you’re willing to create for your site, you may rarely see consistent leads via SEO.
Remember in order for SEO to work, someone has to search for you first, and you have no control over that. No matter how nice your website is, you can’t control search volume.
PPC to the rescue?
That’s where pay-per-click (PPC) advertising comes in. When done strategically, PPC can help you generate traffic faster, resulting in more lead opportunities without having to wait around for someone to search for the services you’re offering, where you’re offering them.
PPC is the perfect way to augment SEO, or other marketing strategies.
When we say PPC, what we’re referring to is paid ad campaigns using platforms like Facebook and Google AdWords. The way PPC works is you create an ad, or group of ads that run in Google and/or Facebook, and you only pay when someone clicks on your ad, hence pay-per-click.
That ad when clicked, will link the visitor to a landing page on your website that has some kind of offer for what you’re selling. To put things in perspective, Facebook and Google are both billion dollar companies because the paid ads people run on their platforms flat out work.
If you’d like us to implement PPC strategies for your agency we can help.
Insurance PPC Package
Through comprehensive keyword analysis, we’ll help to identify which terms and phrases should be targeted with your ad campaigns. This process can quite literally make or break the success of your campaigns.
Landing Page Creation
Rule number one of PPC is you never drive ad traffic back to the home page of your website. You need a targeted landing page that is designed optimally to capture and convert traffic into leads.
Account & Campaign Creation and Optimization
The structure of your account and campaigns has a big part in your success. We’ll get both of them set up the right way.
Ad Split Testing
The process of split testing is when you test one version of your ad against another version to see which one is more successful. This is extremely important in identifying which ads are generating more traffic, so you can make adjustments and maintain a competitive cost-per-click.
Negative Keyword Utilization
Negative keywords are an important part of any successful PPC campaign. They allow you to exclude terms and/or phrases from displaying your ad in a result. This helps us further sculpt your campaigns so that you’re only getting the clicks that have the most intent behind them.
Bidding, Positioning, Management & Reporting
We’ll help identify how much you should bid for certain terms so you can run the most lean and optimized campaign possible. This requires ongoing management to ensure you aren’t overpaying for keywords and that your position remains as high as possible.
Remarketing is a strategy that, in short, keeps your products and services in front of your website visitors after they leave your website. This is a a critical component to any PPC campaign and can dramatically impact your conversion opportunities if executed properly.
The fact is, at least 90% of your website traffic leaves your site before taking the action you want them to take. Remarketing makes it possible to re-engage with your abandoning website traffic, and get them to come back to your site to do what you want them to do.
Insurance PPC Package Pricing
With PPC, there is no one-size-fits-all package. It really depends on what type of audience you’re trying to reach and what your offer and budget is.
However here is what you should earmark for your first campaign:
- Landing Page Build: $600 (one-time)
- Initial Monthly Ad Budget: $500
If you’re interested in driving more qualified traffic to your website or landing page, contact us to have a conversation about what you’re looking to do so we can figure out what the pricing would be based on your specific situation and goals.