How The Insurance Agency Down The Street Beats You With PPC Pt 1: Location Targeting

ppc for insurance

At this point in time, it’s widely known that paid search is the go-to source for getting more insurance customers. Brands like Allstate and Farmers spend millions of dollars every month on channels like AdWords and Bing for the sole purpose of reaching prospects when they’re looking for insurance and hot & ready to buy. But what happens when it’s not a big brand, what happens when the agency down the street advertises on Google’s search network?

In all reality, the beauty of AdWords is that it’s not just limited to big brands with seemingly endless budgets. Insurance agencies of all sizes, from the one-man shop to the regional brands advertise on Google. Furthermore, any one of these advertising insurance agents can win any one of the coveted top three spots! This means your agency’s brand can punch above its weight and trade blows with the industry titans.

And with that being said, over the course of the next months, your agency can spar with our stable of hungry and ferocious insurance agencies who tussle with the largest agencies every day.

I, Cam, am going to train you and share the exact strategies the best agencies use to take your meal ticket.  So wrap up, grab your mouthpiece and your headgear and let’s go! The first day of training, we’ll cover where to hit them with location targeting.

pay per click for insurance

Pay Per Click For Insurance: Location Targeting

Location, location, location. It’s all about location. In pay-per-click or paid search and combat alike, location is everything. Place your strikes (ads) in the right locations and you’ll be holding the belt and laughing to the bank in no time. Place your ads in the wrong ones, and you could have prospects from Yugoslavia attempting to get an insurance quote from your agency in Pocatello, Idaho. That’s right, with paid search, insurance agencies no longer have to send their teams out to canvass a neighborhood or waste loads of money on crappy internet leads that rarely convert. To start with a winning strategy, we have to focus on where we want to land.

pay per click for insurance
Maybe this is why your SEO guy never got your website to the top?

Why Location Targeting Is Essential For Insurance Agencies

In boxing, punches to the arms or legs won’t hurt your opponent. So to win, we have to hit our competitors in the right places. In digital advertising, geo-targeting, also known as location targeting in your paid search campaigns makes it so that your ads are only be shown to users within a certain location. In other words, we want to show our ads where the people most likely to buy will see it.  Also, these features are available on any network with a pay-per-click model, like Facebook, AdWords, LinkedIn, and YouTube.

You can choose to target large areas like states, regions or countries, or you can take it down to a mileage radius from your insurance agency. With geo-targeting, you can get as specific as you want.

For large and small insurance agencies alike, you extend the reach of your sales team. PPC will allow you to extend your agency’s brand locally, statewide, or even nationwide and create customers bases in places you couldn’t before.

But of course, getting the most from your PPC campaigns requires strategic location targeting. We have to hit them where it hurts. Here are the 5 most widely used advanced location targeting strategies for insurance agencies.

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5 Expert Location Targeting Strategies For Insurance Agencies

Now that you understand where to hit, we have to focus on what to hit them with. In our arsenal, we have your jab, uppercut, cross, and hook. Each punch, like each individual strategy, will have its plusses and benefits. Some punches are easier to land, while other punches are harder to land, but hit with a much harder thud.

1.Big Cities Only

For insurance agencies looking to compete in the largest markets, forget everywhere else and reach prospects located in the city. This strategy works best for insurance agencies with strong branding and value propositions. The reason why is because the cities are your most competitive markets, with the most amount of choice for insurance customers. (Don’t only want city-limits? Note that you do have the option to reach certain regions and metropolitan areas in addition to cities.)

Pros: volume, reach younger demographics

Cons: hyper-competitive, suburbs and metropolitan areas excluded

How-To Target Big Cities:

1. Identify a list of the top 10 cities located in the states that you sell insurance.

2. Include these cities only in your location targeting (see below).

pay per click for insurance

2.Suburbs & Small Towns Only

For insurance agencies looking to be big fish in small ponds exclude cities and go after small towns and suburbs. This strategy works best for one man/woman shops and local and neighborhood insurance agencies. The reason why is because you’re able to get bang for your buck by getting higher positions, longer and paying less for clicks.

Pros: Less competitive (higher positions), reach families

Cons: less search volume

How-To Target Suburbs & Small Towns:

1. Identify a list of the top 10 cities located in the states that you sell insurance.

2. Exclude these cities only in your location targeting (see below).

pay per click for insurance

3.Your Backyard

For some insurance agencies, there’s no place like home, that’s why they keep their ads limited to their backyard. These agents want prospects they find online but eventually will meet face to face. This strategy works best for insurance agencies that L-O-V-E foot traffic. The reason why is because your prospects are closest to you and you’ll woo them into your office sooner or later.

Pros: Business model-aligned strategy, reach people near your location

Cons: Limited reach

How-To Target Suburbs & Small Towns:

1.  Connect your Google My Business location or insert your address.

2. Use a radius target to circle up to 40 miles of distance from your selected location.

pay per click for insurance

4. Demographics-based

Some insurance agencies require a bit more marketing savvy and finesse to make AdWords location targeting make sense. These agencies prefer to deal with certain incomes, languages, or cultural ethnicities. This strategy works best for highly specialized insurance agencies with strongly defined target markets.

Pros: Business model-aligned strategy, reach people near your location

Cons: Limited reach

How-To Target By Demographics:

Method #1

1.  Identify zip codes containing the highest concentration of whatever, you’re looking for or target (age ranges, income levels, language, etc.).

2. Layer the zip codes or location groups on top of each other

Method #2

  1. Adjust bids by Ad Group (age, gender, and household income)

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pay per click for insurance

pay per click for insurance

5. Places of Interest

Like the agencies with agencies with strongly defined target markets, some insurance agencies require a presence in certain areas. These agencies prefer to deal with certain students, businesses, or tend to be after aggressive growth. Again, this strategy works best for highly specialized insurance agencies with strongly defined target markets.

Pros: Business model-aligned strategy, reach people near your location

Cons: Limited reach

How-To Target By Places of Interest:

1.  Identify and include locations such as competitor locations, obvious compliments (think car dealerships), commercial areas, airports, and universities

2. Include these addresses

pay per click for insurance

 

Back To Your Corner!

pay per click for insurance

Advanced location targeting is one of the many advanced strategies in pay per click for insurance. This is what your competition uses to pilfer customers online and in your backyard [that should have gone to you]. As you can see, getting your locations right is the first step in getting the most bang for your buck from your PPC campaigns.

As you begin to test different strategies, make sure you follow best practices for paid search campaigns and continually monitor results. This will show you what’s working the best and what’s not.

Make sure to hit the gym for the next training session focusing on keyword strategy! We’ll share how your competitors throw counters and use keywords against you.  Struggling to decide on the best strategies for your insurance agency’s PPC campaigns? Get in touch with us and see how we can take your pay-per-click campaigns to the next level.

What do you think? Know any geo-targeting strategies that we may have missed? How do you make sure your local campaigns are a success? Share your thoughts, knowledge, and questions in the comments below! 

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