If you’ve been following this blog, you’d know that we are huge fans of the reconfigurability of Google AdWords.
Because it’s the feature that ensures our online advertising campaigns reach their intended audiences. That is, each insurance marketer’s ideal client.
Does your organization prefer selling a certain type of insurance?
Secondly, do you sell insurance nationally, regionally, or locally?
Finally, do certain demographics (age, ethnicity, income, etc.) purchase more than others?
These are a few sample questions that paint the picture of your target audience.
Therefore, by answering these questions you will have an idea of who you want to reach. Remember, when advertising insurance services with pay-per-click, you pay when they convert. A clear idea of your “dream client” ensures that campaigns are directed at the clients you want to win.
Furthermore, with Google Adwords, there are multiple ways to target or direct advertisements to specific personas browsing the internet. We’ll briefly review seven of the most important targeting settings and provide examples of relevant usage.
Income: product-oriented advertising based upon household income. Income-based targeting allows insurance marketers to prequalify leads, by appearing only to prospects in desired income brackets.
Ex: Aircraft insurance marketer targeting top 10% household income browsers
Geographic: Location-based advertising directs advertisements to prospects browsing in the geographic areas as determined by your campaign.
Ex: Beverly Hills neighborhood insurance agent’s advertisements appear only to people searching with a 90210 zip code.
Product: Target product-oriented search keywords.
Ex: Independent agent sells 6 different insurance products. Her agency notices that 53% of her sales come from auto insurance. Therefore, she decides to create advertising campaigns for auto insurance.
Age/Gender: This form of demographic targeting includes allows marketers to target based on gender and age ranges.
Ex: Local independent insurance firm seeking to win millennial clients advertises to internet searchers between the ages of 18-24.
Channel: Google AdWords allows two types of advertisements. Advertisements based on search or advertisement based on relevant web pages (display).
Ex: Auto insurance agent advertisements appearing on local dealer web pages (display) versus advertisements displaying on search results
Language: Deliver advertisements in 5 different languages.
Ex: Captive agent for largest life insurer targeting local immigrant communities in their language.
Device: Mobile, tablet, or device targeting. Browsing the internet through mobile device has surpassed desktop browsing in popularity as of 2016.
Ex. Regional insurance brokerage wants to be seen by prospective customers on their mobile devices. Begins a mobile-targeted campaign.
However you decide to target, reaching the prospects who would be best for your business is necessary to get the most from your marketing budget. With a limited amount of arrows, every shot must count! Aim for the easiest targets, targets similar to those you’ve already hit. In summary, you can find the people that you want. Already doing this? Leave a comment below and share how you’re audience targeting!