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Andy Donaldson

Is your insurance brand bidding on individual keywords? Here's why you shouldn't

PPC is a tactic that can deliver immediate results, we all know that, but how to get the best out of your PPC campaigns is something a large proportion of insurance brands struggle with. With the word ‘insurance’ coming in at first place on the most expensive keywords list, according to Wordstream, your insurance brand can’t afford to place all its PPC budget in the individual keyword-only basket.

If you’re only bidding on individual keywords, you’re missing out on all the conversational queries that come through Google through voice search and all long-tail specific keyword searches made by millions of users a day. With the market of voice search only continuing to expand, it’s important to target both long-tail keywords and short-tail keywords to ensure you keep a well-rounded strategy.

The best advice we give and implement for our insurance client base is to understand the journey of keywords through the site. When somebody types into Google ‘car insurance’, customers can be at the start, middle or end of their purchase journey. So why not try and be visible across EVERY part of this journey rather than just one part of it? By fully understanding each and every keyword journey, policy volumes can dramatically increase!

Keyword bidding strategies for insurance brands

We’ve gathered 5 more deadly digital marketing mistakes made by insurance brands, unlock the graphic here and read them now!

6 deadly marketing mistakes made by insurance brands

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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