Search Engine Marketing for the Everyday Insurance Agent - Part 2

Previously, we discussed pay per click for the insurance industry and the basics to getting started. Now we will discuss how to improve your ad’s click through performance.

Converting Clicks into Leads

The industry average of converting clicks into leads is 4-7 percent. This means roughly one out of 20 people who click your ad will convert into a lead. For auto insurance dallas texas you would need to spend $35 to acquire the lead. Note that this is just to acquire the lead. Only if you had a perfect closing ratio would the lead only cost you $35. Should you have a 50% closing ratio that lead would cost you $70. A 25% closing ratio would cost you $140. Notice how quickly this turned into a losing proposition? So what can you do to increase the closing ratio of PPC leads?


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Search Engine Marketing for the Everyday Insurance Agent - Part 1

I speak to many agents about Internet marketing. One subject that always rises to the top is paid search marketing (SEM) or pay per click (PPC). These paid ads show up at the top and right of most search results. These are above the organic free listings targeted by Search Engine Optimization (SEO) services. 

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