Blog

Pay-per-click (or PPC) advertising is a type of online advertising in which you pay every time a user clicks on your ad. The most common kind is paid search, where your ad appears at the top of search results for a keyword you choose.

PPC advertising is a quick and easy way to get your website at the top of search results, and it does generate traffic—but it also costs money. Here are a few things to consider when deciding whether to try PPC.

PPC ads attract motivated buyers. The traffic you get from a PPC ad tends to be more commercially motivated than what you’ll get from organic search.

According to Google https://www.bluecorona.com/blog/pay-per-click-statistics/ , businesses earn an average of $2 for every $1 they spend on a PPC campaign. That’s a pretty great investment.

And it can be even higher for insurance clients—according to some studies https://www.bluecorona.com/blog/pay-per-click-statistics/, insurance has some of the best conversion rates in the industry.

People are surprisingly willing to click on PPC ads. Most people are fairly ad-resistant. They turn on pop-up blockers, skip ads while watching TV, and avoid clicking on ads in all sorts of venues where they’re served. Most of the time, ads are seen as an annoyance by the general public.

However, studies have shown that’s not so true with PPC. According to a 2019 Search Engine Land study, https://www.bluecorona.com/blog/pay-per-click-statistics/
75% of users have a favorable view of PPC ads.

It’s not as expensive as you think. The cost of PPC ads varies dramatically depending on the keywords you choose. Some cost just pennies per click while others are more expensive—the more expensive ones have higher volume.

But even those with a small budget can make PPC work—and it may be worth your while to set aside some dollars to try, as you would with any other kind of advertising.

Insurance keywords do tend to be on the more expensive end. You can save money by starting with keywords more tailored to local and niche markets, which your bigger competitors may not be as interested in.

PPC can be a very effective way to generate new traffic fast and build your revenue growth—especially since those who click on PPC ads tend to be more ready to buy than those you attract via organic search.

Consider setting aside a small budget to give it a try, write a highly compelling ad, and see how it performs. PPC could prove to be a very effective marketing method for you—but you won’t know until you try.