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Are banner ads a good fit for insurance marketing?

September 28, 2013

Love banner ads and want one for your insurance website? Before you invest any money into banner ads, do some market research first. Today’s online marketing environment is more complex than it has ever been, particularly with Google making algorithm changes so frequently, and changing the rules on what makes a site rank well.
Gone are the days when an insurance company would get by with a nice website design and well-chosen keywords. Today, search engine optimization (SEO) is a completely different approach; your website and its content must be not only relevant, but well written. Now there are so many ways to market an insurance website: use banner ads? Or email marketing? Or YouTube videos? Or Social media? What about Google+ and Google Places? Should you use some of it? All of it? It’s enough to make one’s head spin.

Luckily, most of the newest marketing methods all meld together —- mostly. You might just be able to use banner ads, provided you use them on the right kinds of sites. For example, using them on a large, extremely active, national mega-site is a potential waste of money, especially if you do business in a smaller way, and work locally. On the other hand, you can target the right people and choose the sites to match, with the help of an experienced SEO company —- one with a track record in the insurance market.

Is a banner ad appropriate for your insurance website? Are people even clicking on them anymore? The answer to those two questions are, “It may be appropriate for your marketing strategy, but you need to have that evaluated,” and “Yes, people do still click.” The main thing you need to know is who is clicking and what demographic they fall into and then figure out if that is your target market.

For instance, a recent marketing study shows those age 55 and older are more than likely to click on banners. In fact, just about 50 percent of the clicks come from this age range. However, 58 percent fall into the 15-to-24 age range. Is that your market? If you answer yes, then banner ads may work for you.

Just remember that people click for as many reasons as they choose not to click, so you need to target the placement of your marketing banner very carefully. Choosing sites on your own can be a major pain. Instead, partner with an experienced SEO company that understands the insurance market. You then have an understanding ally who can help shape your insurance marketing plan.