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  • Writer's picturemckenzie.rabenn

Balancing Impressions and Conversions in Your Insurance PPC Strategy

In the ever-evolving landscape of digital marketing, insurance companies are constantly seeking ways to optimize their PPC (Pay-Per-Click) campaigns to generate quality leads and increase revenue. However, relying solely on .com leads as your primary PPC objective may not be the most effective strategy. Our PPC managers understand that both impressions and conversions play distinct roles in achieving a successful digital marketing strategy for insurance companies.

Impressions: Building Brand Visibility

Impressions, in the context of the insurance industry, represent the number of times an insurance ad is displayed to potential customers within the Google Ads network. While it may seem like just a metric, impressions are integral for enhancing brand visibility and recognition among potential policyholders. Here's why impressions matter:

1. Brand Recognition: In the crowded insurance market, standing out is essential. Impressions help in creating brand awareness and making your insurance company a recognizable name among potential customers.

2. Trust and Credibility: The more frequently users see your ads, the more trustworthy and credible your brand appears. People are more likely to choose an insurance provider they recognize and trust.

3. Top-of-Mind Awareness: Impressions keep your brand at the forefront of users' minds. When they're ready to purchase insurance, your brand is more likely to be their first choice.

Conversions: Driving Revenue and Quality Leads

Conversions, on the other hand, represent the actions potential customers take after engaging with an insurance ad. These actions could include requesting a quote, filling out a contact form, or calling your sales team. Conversions are crucial for driving revenue and quality leads for your insurance business. Here's why conversions are important:

1. Revenue Generation: Insurance companies aim to generate policy sales and revenue. Conversions directly contribute to these goals by representing real customer interactions that impact the bottom line.

2. Quality Leads: Unlike internet leads, conversions are often more qualified and likely to convert into paying customers. Focusing on conversions ensures that you're attracting potential policyholders genuinely interested in your services.

3. Sales Team Productivity: Conversions keep your sales team busy with promising leads, allowing them to focus their efforts on closing deals rather than chasing down unqualified leads.

However, there's a caveat to consider: if your only PPC objective is to increase .com leads, you may miss out on potential impressions. For instance, users searching for "car insurance near me" may not use the words "quote" or "price" in their search queries. If your focus is solely on .com leads, you might not appear in such searches.

Many agents we work with have found that increased phone call volume with qualified leads is a significant indicator of a campaign's success. While .com leads are vital, they don't provide the complete picture of how a paid ad is performing. A balanced approach that considers both impressions and conversions widens your net and captures a broader audience.

To sum it up, a successful digital marketing campaign for insurance should strike a balance between impressions and conversions. A well-rounded strategy that incorporates both elements will help you achieve brand visibility and attract quality leads, ultimately leading to a more successful PPC campaign. Remember, it's not about impressions versus conversions; it's about harnessing the power of both to get the best of both worlds.

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