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SEM performance, when it comes to our agency partners, can be analyzed in two ways:
- SEM campaign performance (cost per click, average position in search results, cost per lead)
- Sales (agency) performance (policies activated, percentage of leads quoted, total premium acquired via SEM)
To a large extent, the SEM department strives to drive qualified traffic to your VIO, with the ultimate goal of converting that traffic into “quotable” opportunities (i.e. a visitor who is looking to obtain an insurance quote from your agency). I use many different methods and tactics to drive as much qualified traffic as possible to your agency, so that you aren’t wasting SEM budget on clicks that aren’t valuable to your agency – specific keyword research (at the very least, we are advertising on specific insurance products, not informational keywords), geographic targeting (so that you aren’t wasting budget on clicks from outside of your target area), and “day-parting” (the practice of showing your ads in search results primarily when your agency is open and able to handle quote inquiries). Of course, you’re liable to receive traffic and lead inquiries (calls or quote request forms) from people who are less qualified, but these are the methods that we employ to limit those instances.
But what happens after you’ve received a quote inquiry from SEM? You’re highly visible in search results for your target keywords, you’ve enticed someone to click on your specific ad, and you’ve given the user enough information that they’ve decide that they want more information from your agency via form or phone. Now what?
Here are three tips to take advantage of the leads that come through your SEM, giving you the best chance to turn leads into customers:
- Be open to all types of customers. SEM is a great tool to target some specific types of insurance, mostly through the use of good keyword selection. That way, we can make sure that we capture those searching for “auto insurance” and not “earthquake insurance” (kind of important when your agency is in Chicago!). But what about the term “business insurance”? Can you imagine all of the various types of businesses that will arrive at your site via that search query? Don’t throw away that lead opportunity just because your agency doesn’t specialize in funeral home insurance.
- Don’t sit your “varsity” players! We all know that different producers have different success rates when closing business for your agency. When you are paying for the traffic (and thus, leads) that come from SEM, wouldn’t you want to give yourself the best chance at closing a policy as possible? The answer is simple – use your sales metrics to assign all SEM leads to the producer that has the best closing ratio. After all, it’s much easier to close a “referral” than a digital marketing lead, so put your best player on the field as the competition gets tougher.
- Haste makes waste. This is probably the oldest rule in the insurance sales book – the quicker that you get in touch with a lead, the better your chances of getting their business. This is particularly true for digital marketing (and SEM) leads, because those that are on the internet are likely using the down time after they fill out a quote request form on your website to research other agencies. Don’t let them get to far – call them as soon as you receive their inquiry, or else run the risk of losing them to the other local insurance agent down the street.
SEM can be a very valuable source of qualified leads for your agency — the person that tries to contact you via SEM has already performed a keyword search, seen your agency’s advertisement, and clicked through to your site. At this point, you’ve got a very interested audience – wouldn’t YOU want to take advantage of these leads?
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