Should You Use Google Adwords to Market Your Insurance Business?

Google Ads (formerly Google AdWords) is the big leagues of online advertising. Businesses use this platform to market their products and services to web users on YouTube, Google Search, and other websites. Developed by (you guessed it) Google, Google Ads was initially released in 2000.

We’re going to discuss Google Ads and whether you should use it for your insurance business — if you haven’t already. Also, we’ll share some key things to know before you use the platform.

Google Ads Is the Real Deal

From a budget and onboarding perspective, Google Ads is a different realm — compared to Facebook. It’s the best way to generate the highest buyer intent lead possible. 

  • It’s more expensive than Facebook 
  • It’s much less controllable and predictable than Facebook 

In other words, you need to spend more money with Google to get to the same place that you can with Facebook, in terms of lead volume. Facebook will be able to generate more leads quicker, at a lower buyer intent. 

But Google will generate higher buyer intent leads for a higher cost in the beginning. We can tell you that all the “big dogs” in the insurance industry are using Google Ads; not Facebook. 

Why is that?

Google Users Are Searching for Specific Things

People are going to Google and searching “Final Expense Springfield Missouri” or “the benefits of owning a final expense policy.” Here’s how the process works:

First, the users are actively looking for an insurance policy and how it will help them. Then, a list of options appears, and the user reaches your landing page or website. When these users are converting, you won’t find a better lead than that.   

Next, Google owns YouTube. Once you’re able to build a brand and target it, the leads you get from those Google Ads are legit. Those people are interacting with you, they know who you are, or they’re truly searching for the product you sell. It’s not a billboard. Billboards try to capture attention in a split second — from anybody that drives by. But these folks are essentially walking into your office and saying, “I’ll take that insurance policy.”

Google Ads Attract Bottom Funnel Traffic 

You may have heard of the terms bottom funnel traffic and top funnel traffic. If you’re getting “bottom funnel traffic” from your ads, it’s a good thing. This means that the users are close to the point of buying. 

With Facebook ads, businesses are specifically targeting demographics and geographics with a certain message — to try and raise an action out of the individual that wasn’t set on making a decision today. This is known as top funnel traffic.

On the other hand, bottom funnel traffic with Google goes after the person who has already typed something into the search bar and is looking for the keywords that we know we want — so the buyer intent level is MUCH higher. However, the cost to run these ads is also much higher, and it’s a large auction. Some companies bid on the target keyword in a big market. Those CPLs (cost-per-leads) aren’t cheap, but they’re absolutely worth it because of the high quality leads they produce. The people that come to you have a real interest in buying insurance

You Need a Good Website First

To get the most out of Google Ads, you need a good website and a landing page structure built out that’s ready to convert. Facebook has lead forms, but Google does not. Google takes the user directly to your site. We cannot stress enough how important is it to have a site that:

  • Educates users with foundational pages of content 
  • Is well-designed to help build trust and call the visitors to take action
  • Includes video and/or written testimonials of current or past clients

These are just a few of the things that make a good website. 

Don’t Look at the Daily Performance

Here’s a tip for when you use Google Ads. 

You have to be patient with Google. One day, you might have a cost per lead of $250, and the next day it’s $3. It’s a campaign where you should look at larger blocks of time to measure it’s impact.  

Google’s algorithm is much more advanced than Facebook’s. If you interrupt the learning algorithm too many times, you’re asking for trouble.   

We tell our clients to wait 90 days minimum. Consider these steps:

  1. Let the campaign run
  1.   Look at the week’s performance
  2.   Adjust accordingly
  3.   Repeat steps 1-3. 

With Facebook, you can often build, optimize, and pause campaigns quicker.      

Secure Agent Marketing Can Help

Google Ads is a more complex system than Facebook. But it’s our job to make the complicated simple. Secure Agent Marketing can audit your Google account and give you a full breakdown of where you may be missing an opportunity to advertise. Reach out to our team today!   

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