The insurance vertical in Pay Per Call is one of the top performing verticals, and since there are various forms of insurance it can be overwhelming when it comes to creating targeted campaigns.
Fernando Mendez, the CEO and Founder of Assure Media, explained some strategies to keep costs down when running insurance campaigns on search, and what the #1 most important lesson he’s learned while running google pay per call ads was.
At Assure Media we’re all about minimizing costs and maximizing ROAS for our clients. In order to keep costs down with Google paid search, we’ve learned the following:
1) Using as many separate keyword variations as possible. The long tail is where you’ll find some less competitive variants that will not cost nearly as much as the main 5-10 keywords everyone else is bidding on, and 2) conversion rate optimization (would be landing page testing for ads directed to a landing page, but in our case we use call-only ads), so with call only ads you want to use the call length and call rate data to hone in on what is working best whether that be ad variants that generate the most calls (and best call durations) or keywords that lead to more frequent and better calls. Conversion rate optimization saves money and allows you to produce better results on the same ad spend.
#1 most important lesson is probably to stay open-minded – the data frequently suggests things that are counter-intuitive so you can’t have your mind set on a singular idea or strategy that may work as that can change quickly; aside from good general principles. Therefore, adaptability and agility are important because what made sense one week or one day ago may not anymore so do not get complacent and when you can’t change the direction of the wind – adjust your sails.
Also, the data will always show what’s really going on, but it can be interpreted lots of ways so you have to constantly re-evaluate all the possibilities it may suggest and try new things. Test, optimize, grow!
– Fernando Mendez, the CEO and Founder of Assure Media
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