Class Description
Did you know that you could have prominent exposure within search engine results pages for queries performed by qualified leads within as little as a day? “Paid Search Marketing” also known as “Pay-Per-Click (PPC)” (because you only pay if someone clicks on your listing), has become a very powerful tool to drive leads from people interested in insurance products, since its inception in the late nineties.
This course will provide an introduction to the available options within Google™, Bing™, Yahoo™ and other search engines to buy placement for search terms relevant to your business and its footprint. Although many advertisers within the Insurance space are lead aggregators or huge insurance companies, countless opportunities exists for targeted “precision strikes” in order to take market share away from them and drive leads directly to high performing pages on your site. Along with an overview of how these types of marketing campaigns are set up and managed, also covered will be the importance of properly measuring the success of any efforts in this space.
Students who take this class will learn:
- Search Engine Landscape
- Market Share and Usage Statistics
- The Difference Between “free” and “paid” results
- Competitive analysis
- Paying for position within local search engines/directories
- Establishing a Paid Search campaign
- Budgeting considerations
- Keyword Research
- Campaign Structuring
- Testing Landing Pages that drive higher conversions
- Ongoing management and adjustments
- Establishing goals and ongoing measurement