Brands and their agencies routinely leverage basic and advanced strategies for ad relevance and apply them across a wide swath of markets and products. While working in broad strokes has been somewhat scalable, it has also led to substantial ad waste, generic consumer messages, and underperformance.
In no industry is this more painful that insurance. Research shows that insurance brands using a popular enterprise bid management platform experience average cost-per-clicks (CPC) of up to $50.* So for this vertical in particular, a relatively small “miss” in strategy or technology can quickly create a digital campaign money-pit.
Despite dominating national advertising presence, large insurance providers have become increasingly aware of the importance of hyper-local search campaigns that drive customers to their agents. Like other industries with physical locations or defined territories, they’ve begun to discover that a PPC approach that creates “micro relevance” for the searcher increases ROI by decreasing cost-per-lead and ratcheting up conversions