March 14, 2019 Search Marketing

Search is often the first phase in the insurance shopper’s journey—in fact, 69% of insurance consumers consult a search engine before they schedule an appointment. And the majority of these shoppers don’t have a specific provider in mind. This creates a major opportunity for insurance providers to acquire new customers with search marketing.

Though insurance providers are collecting the online metrics for their search marketing efforts, many are failing to connect these to the offline customer journey—especially calls. This can be problematic, since 78% of insurance consumers will call a provider after a search.

Some of today’s most successful insurance providers are taking a data-driven approach to calls. Read the 5-step process below to learn how you can make your search ads and calls work together to drive marketing ROI.

How search and calls work together to drive marketing ROI

Step 1: Your SEO or Search Ad Generates a Call

When someone calls your business from search, you need to understand which channel, ad, keyword, and webpage drove the call. With call tracking software, you can determine each call’s marketing source and collect data on each caller, including their name, phone number, geographic location, device, and whether they’re a new or repeat caller.

Step 2: Caller Is Dynamically Routed to the Most Relevant Location or Agent

Once you’ve collected data on the caller, you can use that information to dynamically route them to the relevant location or agent. For instance, you can automatically route someone who called from your search keywords “car insurance Illinois” to a relevant auto insurance agent in Illinois. You can route someone who called from the keywords “life insurance” to an agent who handles that service. By providing a seamless and relevant call experience, you’ll be more likely to convert them to customers.

Step 3: AI Analyzes Conversation for Purchasing Intent, Product Interest, and Outcome

Once you’ve tracked and routed the calls driven by your paid search ads, the next step is to analyze the conversations on those calls. This will allow you to understand whether or not the caller was a quality lead, what services the caller asked about, and whether or not they ultimately converted.  

Step 4: Retarget the Caller with Relevant Digital Ad Campaigns

Once you understand your callers’ purchasing intent and call outcomes, you can retarget them with greater accuracy. For instance, if a caller inquired about renter’s insurance but didn’t convert, you can retarget them with digital ads promoting that service. If a caller bought an auto insurance policy over the phone, you can upsell them by retargeting them with ads for home insurance bundling. If a caller signaled through their conversation that they aren’t a legitimate sales lead, you can exclude them from seeing future ads to avoid wasting spend. Finally, you can build and target lookalike audiences based on callers who converted to extend the reach of your campaigns.

Step 5: Optimize for Media Spend, Ad Targeting, Messaging, and Call Routing

As you move through the 4 steps above, you should make incremental adjustments to fine-tune the process. For example, if you find that a certain paid search keyword in a certain geography is driving the majority of your phone leads, allocate more spend to it. If a keyword is driving non-sales-related calls, stop wasting your budget on it. If one of your agents is closing deals at a higher rate than the rest of your staff, route more calls to them. If an agent is underperforming, use call recordings and transcripts as training tools to help them improve.  

How a Leading Insurance Provider Optimized Its Digital Advertising to Drive 100% More Calls to Local Agents

One of the world’s largest insurance providers uses digital advertising campaigns to drive calls to thousands of local agents across North America. They track the calls they send to each agent, connecting callers to the digital channel, ad, search keyword, and website interaction that drove them.

They also analyze each phone conversation to determine caller intent, lead quality, and call outcome, enabling the marketing team to get insights into call quality at the local level. The insurance provider drills down into the call data for a nuanced view of how their digital advertising and website drive business, including:

  • Which ads and search keywords generate the most quality calls for each agent
  • The percentage of quality calls from mobile vs desktop sessions
  • The percentage of quality calls from an agent webpage vs. a product webpage
  • The locations where agents are receiving the most and least quality calls
  • The most popular days and times when calls for quotes come in

By using these insights to optimize digital spending, messaging, and targeting, in the past year the insurance provider has more than doubled the monthly volume of calls they send to local agents.

To learn more insurance marketing best practices, download our eBook: The Insurance Marketer’s Guide to Driving Consumer Calls from Search.

To learn more insurance marketing best practices, download our eBook: The Insurance Marketer’s Guide to Driving Consumer Calls from Search.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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