Broker Forum: Top PPC Tactics For Lead Generation

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Calling all insurance brokers and advisers – are you ready to ramp up your marketing efforts in 2019? Whether you are a marketing pro and you’re ready to take your efforts to the next level or you’re just dipping your toes into the digital waters for the first time, pay per click campaigns are a great way to ramp up your lead generation efforts in the new year.

Pay per click, or PPC, is a type of advertising in which the advertiser only pays when a prospect actually clicks on your ad. These ads are offered on various networks, are fairly easy to set up and manage, and can be run no matter how large or small the budget.

Check out this quick guide on the top pay per click tactics for insurance brokers and start testing campaigns!

Google AdWords

As the single most trafficked search engine, Google is a natural fit for brokers looking to utilize the power of search engine marketing for lead generation. AdWords allows advertisers to show up for highly-targeted search queries, which makes it incredibly easy to show the right ad to the right person at the right time.

pay per click ppc ad example

Though AdWords is a relatively user-friendly self-service platform, proper campaign design is critical to reaching the right prospects at the right time. This is why it can be advantageous to work with advertising experts to set up and manage your campaigns.

Facebook Lead Generation Ads

Unlike traditional search marketing ads (i.e. Google AdWords), many social media platforms, including Facebook, have made the lead collection process seamless with forms incorporated directly into the user interface. This means that the user does not have to leave the Facebook app or website to fill out a form, which has proved to massively increase conversion rates and lower the CPA compared to traditional ads that drive traffic to a dedicated landing page. You will need a Facebook business manager account and an ads account to get started. You can learn more about getting started with this free guide from Facebook.

LinkedIn Lead Generation Campaigns

Similar to Facebook, LinkedIn offers a seamless lead generation campaign type that allows visitors to submit a form directly within the social media interface. What differentiates LinkedIn from Facebook and other social channels is the highly professional setting and the unique targeting capabilities.

insurance broker marketing meeting

Setting exist for industry, age range, company name, job title, member groups and much more to help advertisers reach highly relevant professional audiences. You will need a LinkedIn business page to get started, you can learn more in this advertising guide.

SHRM Broker Finder

You can’t get any more targeted than this! A recent addition to the robust lineup of helpful tools from SHRM, Broker Finder helps HR and benefits professionals discover and connect with insurance brokers. The search feature allows shoppers to add in a zip code and the number of employees they have to provide the most relevant results. SHRM boasts over 275,000 registered members and over 1,500,000 visitors per month. Investing in SHRM advertising will help your brokerage stay on top of search results and reach a highly qualified audience. Learn more about how to register and get started on SHRM.

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