When it comes to Pay-Per-Click (PPC) Advertising, knowing your Customer Lifetime Value (CLV) is vital to understanding if your campaigns are generating a return on your investment.
In this webinar, BrightFire Sales Executive Rachael Stone and Senior Digital Advertising Strategist Bruce DeFoor offered insight on how to make informed decisions to strengthen your PPC advertising strategy using your Customer Lifetime Value.
A few topics Rachael and Bruce cover in this webinar include:
- What Customer Lifetime Value Is
- How to Calculate Your PPC Return on Investment
- Why CLV & PPC matter to Your Agency
- And More
Finally, Rachael and Bruce detail how BrightFire’s Pay-Per-Click Advertising service helps your agency quickly generate targeted insurance leads while making the most of your advertising dollars.
Watch The Webinar
Chelsea: Hello, everyone. My name is Chelsea Peterson. I’m a Digital Marketing Coordinator here at BrightFire, as well as your host for today’s webinar. Thanks so much for joining us today.
Chelsea: Last month, if you were with us, we discussed, “How to Personalize Your Sales with Video Proposals.” If you missed it or any of our other previous webinars in the 20 Minute Marketing Webinars series, you can access the whole series on demand by visiting www.brightfire.com/webinars.
Chelsea: Our goal in these webinars is really just to provide you guys with digital marketing advice and discuss current digital marketing topics in a brief 20-minute format, followed by a Q&A session at the end to answer any questions that you have. If you have any questions at all during the webinar, you can use that Q&A feature to submit them. We’ll do our best to answer all of the questions that come through, but if for whatever reason we can’t get to them all, then we’ll be sure to reach out to you afterward.
Chelsea: In today’s webinar, we’ll cover, “Why Customer Lifetime Value is Vital to Your Pay-Per-Click Advertising Success.” It will be presented by Rachael Stone, one of our Sales Executives, with a guest panelist, Bruce DeFoor, BrightFire’s Senior Digital Advertising Strategist. They’ll discuss what Customer Lifetime Value is, how to calculate your Pay-Per-Click return on investment and why it matters to your agency in order to help you make informed decisions on how to strengthen your advertising strategy and appropriately spend your advertising dollars.
Chelsea: As a reminder, today’s webinar is being recorded, so everything we discuss today will be saved and emailed to you in the next business day or two. That way you can watch it on demand for future reference.
Chelsea: Lastly, we do have a few polls for today’s webinars, so be sure to keep an eye out for those. When we launch them, you’ll see the poll pop up on your screen with the question and some multiple-choice options. You can select more than one response if a couple of them apply to you. And every poll is anonymous. We’ll give you guys roughly 30 seconds or so to share your response. And then we’ll discuss the anonymous results with the group to see where everyone’s at. With that being said, I’ll go ahead and hand it over to Rachael to kick off today’s webinar.
Rachael: Thank you so much, Chelsea. Thank you to everyone joining in today. Before we get started talking about Pay-Per-Click Advertising, I wanted to go ahead and give you guys a brief background on BrightFire, since we have a mix of current customers along with new customers here with us at the webinar today.
Rachael: I wanted to begin by providing some information on BrightFire and what it is that we offer. Originally, we started out just offering Insurance Agency Websites in 2000. Over the years, as the needs of independent insurance agents grew, we expanded our digital marketing services beyond Insurance Agency Websites to also include Search Engine Optimization, Reviews & Reputation Management, Local Listings Management, Social Media Marketing, and Pay-Per-Click Advertising, also known as PPC, which is what we’ll be discussing today.
Rachael: We currently provide PPC Advertising to hundreds of agents across the country. We’re always proud to say that our first insurance agency customer in 2000 is still a BrightFire customer today, and they also subscribe to our Pay-Per-Click Advertising service. With that brief background, let’s go ahead and get started.
Rachael: I’m excited to have Bruce join us in today’s webinar since his main role as a Senior Digital Advertising Strategist is to manage the PPC Advertising efforts for our clients. So, today we’ll have a conversational interview to help you better understand the importance of Pay-Per-Click Advertising in the competitive insurance industry and how PPC return on investment (ROI) is traditionally calculated.
Rachael: Then we’ll introduce Customer Lifetime Value (CLV) and explain what exactly it is, how it relates to Pay-Per-Click Advertising, as well as how it can alter the way you think about your current advertising strategy. We’ll discuss how you can enhance the traditional ROI calculation to incorporate your CLV, tips to improve CLV for an even greater ROI, and how to make the most of your advertising dollars.
Rachael: Finally, we’ll dive into how BrightFire’s Pay-Per-Click Advertising service addresses each of these elements to support your agency’s need to quickly and efficiently generate targeted insurance leads. But first, I think now’s a good time to see where our attendees currently stand with Pay-Per-Click Advertising. I’m going to go ahead and launch our first poll, which is, have you ever tried PPC in the past? As a reminder, all of these polls are anonymous and just meant to see what your thoughts and experiences are as a whole. Go ahead and take about 30 seconds or so to respond to the first poll that should have popped up on your screen now.
Rachael: Awesome. So, it looks like we have all of the results in, and it looks like the majority chose that you’ve never tried Pay-Per-Click Advertising. It’s pretty evenly split on the “yes you have,” or “you’re not currently using it.” I would say that I’m not surprised by this result. I think that Pay-Per-Click Advertising is a service that a lot of people don’t really know much about and may be a little bit scared to try it, but I’m happy to share some insight today on why it’s important and how it can really help your agency.
Bruce: Yeah. This is Bruce here. This is pretty standard. A lot of people haven’t heard of it, and I’m not that surprised, but this is really interesting.
Rachael: Yeah. We appreciate everyone who participated in the poll. Let’s go ahead and move forward. Bruce, the first thing I want to touch on today is why agents should use PPC Ads. I’ve heard people mention that organic search drives 53% of website traffic, while paid search drives only 27% (Brightedge). They think that paid ads aren’t needed or are as effective as organic SEO. Can you offer some insight into why insurance agency owners should leverage Pay-Per-Click Ads and not just stick to organic SEO methods such as writing blogs and using relevant keywords?
Bruce: Absolutely, Rachael. No, that’s a really good question. So, PPC stands for Pay-Per-Click, which is a method of internet marketing in which advertisers pay a fee each time someone clicks their ads. So, essentially it’s a way of buying visits to your website versus trying to get them organically. Speed is obviously the biggest factor. SEO can take months or even possibly years, while PPC can be up and running in a matter of days.
Bruce: Also, PPC and SEO really work together because the biggest impact that they can have is on what’s called a SERP page, which is a Search Engine Results Page. And there’s a limited number of spaces that can show on them. So, if you can have both of those spaces from paid ads and organic SEO show at the same time, that’s really powerful.
Bruce: Last is control. You’re really able to have a customized message showing to someone who’s searching when it comes to PPC. Also, you’ve got to include demographic targeting. With organic SEO, anyone can get it. But with PPC, you can manipulate the demographics, age, income, gender, stuff like that.
Rachael: Nice. That’s great information. One common question that people ask me is whether or not consumers really click on the ads. While I’ve seen that research shows sponsored ads account for over 64% of clicks on keywords that show a high intent to purchase from consumers (WordStream), what would you say has been your experience analyzing the results of the paid advertising campaigns that you manage for our clients?
Bruce: Sure. This really just boils down to the user’s intent. If someone’s looking for a solution to a problem and they go to Google to see if they can find a solution, they’re going to be very likely to click an ad as long as the messaging speaks to the solution of that problem.
Rachael: That’s a great point, Bruce. Now, that we’ve touched on what PPC is and why it’s important, I want to launch our next poll, which is, “If you’ve tried PPC in the past, what was your experience with it?” I’ll give you all another moment here to answer. And then don’t forget that these are multiple-choice questions, so if you’ve experienced more than one answer, go ahead and select all that apply to you.
Rachael: Looks like we only have a few responses here. We’re going to give everybody a few more seconds to select some of their selections.
Rachael: Alright. It looks like we had a couple people respond to this poll, and it looks like it’s split between the love of Pay-Per-Click Advertising and managing everything themselves. Then you have the opposite, where it’s a little overwhelming to manage yourself. So, I’m a little surprised, but also not surprised. What about you, Bruce?
Bruce: Yeah. This is pretty standard. It can be a lot to manage PPC by yourself, especially when you’re trying to also sell insurance, and then it can be too expensive. That could tie into it’s too overwhelming to manage, especially if some things were set up incorrectly. So, I totally understand. Seeing also that someone said they “love advertising and manage everything myself,” that’s fantastic.
Rachael: Yeah, absolutely. Agreed. I’ll close out that poll, and we’ll go on to the next point. So, when it comes to measuring the effectiveness of your Pay-Per-Click Advertising, a buzzword that you’ll often hear, and one that we love to talk about, is return on investment, or ROI for short. Knowing your ROI will tell you whether your advertising efforts are actually paying off and helping you generate more revenue. We know that how ROI is measured has evolved over time, but can you first speak on how ROI has been traditionally measured by business owners?
Bruce: Sure, absolutely. ROI traditionally has been measured in a very static format. It was focused on the initial revenue generated from a new client. If you were to try and calculate ROI in the traditional way, you would need to subtract the cost of your PPC, Pay-Per-Click Ads from the revenue generated and divided that number by the cost of the ads.
Bruce: To give a really simple example, if you spent $200 on an ad campaign that led to three purchases of the policy, which pay a $200 commission each, your ROI would be $600 minus $200, leaving 400. Then that is to be divided by $200. So, your ROI would be 200%.
Bruce: This is further expanded on with CPA, which stands for cost per acquisition. You can use cost per acquisition to determine how much you’re spending to acquire an actual lead. To calculate your advertising campaigns cost per acquisition, you would divide the total advertising spend by the number of acquisitions generated.
Bruce: If we tie in the previous example I just gave, let’s say that we generated five leads that led to three policy purchases. Your CPA would be $40.
Rachael: That’s interesting. One thing that you mentioned there that stuck out to me was cost per acquisition. Can you dig a little deeper on what cost per acquisition is and the disadvantages and advantages of using this metric?
Bruce: Sure. As far as the pros are concerned, CPA, cost per acquisition, is pretty simple to understand. Google actually included this metric in their reporting dashboard. It’s plastered all over the place. And it helps advertisers understand how much they’re spending on each lead that their ads generate.
Bruce: Some of the cons, like we touched on before, is that it doesn’t really give you a full picture. It treats each acquisition as a one-off event. It also includes no attribution as far as future purchases or retention goes. So, you can’t really judge the success or failure of your efforts based only on cost per acquisition.
Rachael: That’s really good to know. So, That brings us to the main topic of our webinar today, which is focusing on Customer Lifetime Value when running ad campaigns, and then really leveraging this metric to see a clear picture of how your ads are performing in the long run. With that being said, can you dig into a little bit about what exactly Customer Lifetime Value is and why it’s beneficial?
Bruce: Sure. Customer Lifetime Value, or CLV, tells you how much revenue you can expect one customer to generate over the course of their relationship with your business. To measure it, you need to calculate the total average commission from writing a policy, when expanded out to include renewals, across the average lifetime for that type of policy. I know that’s a lot.
Bruce: To put it simply, if your average auto insurance policyholder renews every six months and stays with you for five years, the total value of that customer is the total commission paid when the policy was initially written, as well as the commission paid at each renewal point.
Bruce: CLV is also a really good way for spotting customer trends. Let’s say that you see clients dropping off a year earlier than they have historically, you can then start to go in and analyze, “Hey, what did I change? What factors are different?” Those are going to be the things that are negatively impacting your CLV.
Rachael: Nice, good to know. Now we know what CLV is and why it’s important, as well as how it tells us quite a bit more of the full story, compared to simply using cost per acquisition or CPA. Going back to our traditional ROI calculation from a few minutes ago, can you share with us an example of how to use our newly defined Customer Lifetime Value to better understand the ROI of an agent’s Pay-Per-Click Ad?
Bruce: Sure, absolutely. If we go back to the previous example, you are looking at an ROI of 200%, when thinking about the revenue received from a single purchase. Now, let’s include the commission from the renewal of those three policies that came across as an average customer lifespan of five years. Since the renewal commission rates are generally lower than the initial policy commission, let’s say that you receive $100 at each six-month renewal. This means the policies total are actually worth $1,100 each if you take into account the full Customer Lifetime Value. Using this formula, which is pretty simple, your ROI then jumps to a $3,300 revenue, minus your initial $200 ad spend, and then divided by that same $200 ad spend. With that, you get an ROI of 1,550%, which is pretty silly but super high.
Bruce: Now, that’s not taking into account any additional insurance policies created in the future. For example, someone comes in for an auto insurance policy and later gets home insurance. Hopefully, that’ll kind of give you a good idea.
Bruce: With a Customer Lifetime Value bidding strategy, you’ll be able to better gauge how much you’re willing to pay to acquire a new customer, knowing that it will be profitable to your business over the long term, taking into account your average renewal rates.
Rachael: Great. And like you mentioned, these numbers and formulas are simplified for the sake of timing and clarification, but can you briefly touch on some of the additional factors that an agency might want to take into account when defining their own ROI using Customer Lifetime Value?
Bruce: Sure, absolutely. One of the elements that you’d probably want to take into account when actually trying to determine your Customer Lifetime Value is whether or not you segment your policy types into common bundles. You receive a different commission for, let’s say, commercial insurance than you do for auto insurance. And your retention rates are probably different for them as well. So, by segmenting your different policyholder types, you can get a better picture of what your CLV is for each segment, and that’ll help you better identify which policies you would want to target more aggressively with your advertising dollars.
Bruce: If you really want to dig deep, you can make it more complex. You can consider the average revenue generated from cross-selling or up-selling additional policies or bundles later on. For example, it’s pretty likely that if someone comes in and purchases an auto policy, and then adds a home policy when they purchase a new home, or even an additional car policy when one of their children turns 16. You can consider that an add-on to that initial policy. That ties back into cross-selling or up-selling. You can also consider customer churn rates and how they are different for each policy whenever they’re canceled.
Rachael: Awesome. Well, thank you, Bruce. That was great information. Now that you all understand how to calculate it and what factors go into calculating CLV if you didn’t already, I think this is a good time to launch our last poll for today. The question is, “Do you know what your Customer Lifetime Value is?”
Rachael: We’ll give you guys another 30 seconds or so to put in your answers. And again, you can select more than one answer that applies to you.
Rachael: Awesome. It looks like that’s our final results, and it’s pretty evenly split across the board. I would say that that’s probably what my guess would have been for the majority. With the “Yes, I know my CLV and I’m looking for ways to improve it,” it’s so great that you guys are doing that. That’s awesome.
Bruce: Yeah. I mean, it’s always fantastic whenever someone knows a CLV and is looking for ways to improve it. That’s the best-case scenario.
Rachael: Absolutely. And I’m glad for those that didn’t know what CLV was before today or don’t have enough data to figure the CLV out. I’m hoping that this information today will really help you guys in the future.
Rachael: Taking all of that information into account, what if you calculate your Customer Lifetime Value and realize that it could use a boost? We’re going to take a moment to cover some key back-office tips that you can implement to improve your CLV and customer experience as a whole. Not only will a stronger CLV create more loyal customers that won’t move their policies over to your competitors, but research also shows that loyal customers are 59% more willing to recommend you to their friends and family, or colleagues (Yotpo). So Bruce, can you touch on a few ways that independent insurance agents can improve their close and retention rates?
Bruce: Sure. One of the easier tips that has a really gigantic impact is to just make sure that you’re recognizing and thanking your policyholders. The recognition doesn’t have to be super expensive. You don’t have to take them out to a fancy steak dinner or anything, but it could be as something as simple as an annual thank you note, or a handwritten note saying, “Hey, thanks for staying with us.” Maybe even a $5 to $10 gift card to Starbucks or some local coffee chain.
Bruce: The second big one I would say is to know how your customers came to you so that you know how best to reach them. Did they respond to an email? Did they find you through social media, maybe on a Facebook page, LinkedIn, Instagram, whatever it is? Or maybe they even responded to an actual direct mail piece that you sent out? Knowing how they came to you, you can then better communicate and understand their communication preferences on how to reach them.
Bruce: Next, I would say, do an audit of your customer service. Are you training your customer service team every so often – quarterly, monthly, yearly, etc., to make sure that they’re set up for the best success that they can get? Are you recording and monitoring phone calls to make sure that those communication points are really top of the line and really streamlined to have the best relationship between your CSRs and policyholders? Are you also ensuring any customer objections are answered professionally? Is there an area of your customer service team or process that needs to be updated? That would be a question to further those two things I’ve just mentioned. By auditing your current efforts and making any necessary updates, you can definitely improve your customer satisfaction, which in turn will increase your Customer Lifetime Value.
Bruce: In the same realm, your team can take notes on each customer call and get to know them better, and follow up with them on certain life events they share with you. Maybe they mentioned that they were getting married. That would be a cool thing to add personalization to. Also, if you have a CRM, or customer relationship management platform, where all of your contacts are stored and managed, everyone should be able to add notes and see other people’s notes, just to make things seamless and get a complete picture of the customer’s journey.
Bruce: Whenever you’re taking notes and you’re getting to know your customers and their life experiences, you’re really able to personalize your communication, such as, “Hey, I heard your daughter just graduated high school. That’s awesome. Thanks for being a customer.” Things like that. You’re also able to customize the policies that you can recommend and their overall experience with your agency.
Bruce: Another good one that might seem really obvious is to just be available to your customers. Not only does this mean answering your phone and your email, possibly after hours, but it could also mean making sure your voicemail is set up and that you’re actually checking those messages very frequently. You’re following up with any voicemails that you might get from the day before. Another way that this could come into play is, being available on Facebook. Don’t just post and then ghost, you should post, and then make sure that you’re sticking around, seeing any messages that you get since you’re on Facebook. That could be the one channel where your customer came to you, and they’re trying to communicate with you there. If you’re not available, that could impact this.
Bruce: The last one I would mention, and this could be the biggest one, is listen to customer feedback. So, occasionally sending out emails, doing an NPS, maybe even it’s a phone call, asking people about their experience, or it could be direct mail pieces. Ask them for reviews on the service that they’re receiving from your agency.
Bruce: Continually listening to your customers, it’s going to enable you to really spot patterns, such as reasons why customers love your agency – which is always good to hear – or areas of improvement that could in the future cause some churn. So, all of these tips can definitely help strengthen your customer satisfaction and your CLV and allow for a greater ROI – return on investment – in your marketing efforts.
Rachael: Absolutely. Yeah. Going off that last point, customer feedback is such an important part of improving that customer experience and your CLV as a whole. Another great way to receive customer feedback is through those Net Promoter Scores, the NPS surveys. These surveys ask customers to rate how likely they are to recommend your insurance agency to friends and family on a zero to 10 scale. They can tell you a lot about the level of customer experience you’re providing.
Rachael: Research actually shows that a 5% increase in retention rate can lead to an increase in profit between 25% to 95% (Bain & Company). Now, imagine if you take that feedback from unhappy customers, actively improve those pain points, and then transform them into loyal customers. That can mean huge increases for your agency, just by paying attention to their complaints, needs, and/or wants. You can even take that positive feedback and ask policyholders to share their opinions publicly through online review sites, such as Google, Facebook, or Yelp.
Rachael: Then you can really maximize the visibility and impact of your positive reviews by highlighting them on your website, social media channels, or additional marketing materials. Featuring customers in this way and giving them a shout-out publicly can really improve their customer experience and improve their Customer Lifetime Value by making them feel special and valuable. In fact, 94% of consumers who believe a company has a great customer experience are likely to purchase again (XM Institute).
Rachael: Now that we’ve discussed how to improve your Customer Lifetime Value as a whole, I think it’s a good time to cover a number of concrete ways your agency can make the most of its PPC Advertising dollars. Bruce, what are some of the most important elements that you pay attention to and strategize when creating a PPC campaign for one of our independent insurance agency clients?
Bruce: The first thing I have to say is something I actually mentioned on the last slide, which is to make sure you’re available. If you’re running ads, it’s extremely important that you’re able to respond right away. One of the big things that I’ve encountered is maybe that means that you don’t run ads on the weekends so you have a quicker response time. In this day and age, people are expecting immediate responses from everyone. It’s a completely different ballgame than 20 years ago.
Bruce: Also, if they’re not likely to leave a voicemail and wait for you to call them back, maybe you don’t have your phone number showing during certain hours, and you only have it limited to your office hours. That way you’re there to actually pick up the phone. Alternatively, if you are able to respond to a voicemail, that’s really good as well.
Bruce: Next up, I would say, define your Unique Selling Proposition (USP). What makes you and your ads different from your competitors? If you have the same message as everyone else does, and in that industry, how would a prospect know who to choose? One thing that could set you apart is possibly having a lot of good reviews on your Google My Business (GMB) listing. Take some time to really dig into what sets your agency apart. Then, you can use that to reflect, and then really build a Unique Selling Proposition into your advertisement strategy.
Bruce: Another way to make the most of your advertising dollars is to better track your phone calls. This is a big one. Phone calls received from ads. If you have a way of tracking them accurately by using a separate phone number and also having those calls recorded, even if someone didn’t call you right away, you’ve got a separate number that you’re using just for your ads. They can write that down when they call you, and you’re still going to be able to attribute that lead to your ads, even though they didn’t take action on your actual PPC Ad. You can then use that to evaluate possible CLV to a later date.
Bruce: It’s also a good idea to leverage different ad strategies and tools that platforms like Google ads and Facebook ads have to offer, so Smart Bidding, Customer Matches, and Similar Audiences. As Google gives a loose definition of this, smart bidding is an automated bidding strategy that uses machine learning to optimize your ads for conversions or conversion value in every single auction. And it’s doing that in real-time.
Bruce: Then you have tools like Customer Matches and Similar Audiences that allow you to take your customer data and then segment your audiences to either target those exact contacts or create similar audiences based on demographics of interest. Those are just a couple of the tools the ad platforms offer. There’s a lot more that can help you generate really high-quality leads.
Bruce: As you should with any sales and marketing efforts, you should always analyze the results of your ad campaigns. Let’s say, for example, that you know your average CLV for an auto insurance policy is five years. And you’re finding that your leads from your PPC campaigns for auto insurance are only sticking around for one year before finding a different agency, and then leaving you. Then that ad campaign is probably delivering the wrong traffic if you see that happening. You’ll definitely want to try to optimize your audience targeting to better reflect the interest and the demographics of your customers who have a higher CLV.
Bruce: Lastly, I would just add that I would encourage you to be patient. Yes, PPC is a much faster result versus organic SEO efforts, but it still may take some time to really define your target audience, optimize your ad spend, your bidding strategies, determine what devices, what platforms, what search engines that you’re serving on, where your customers are at, etc. That is like I said, much faster than SEO, but at the same time, it does take a little bit of time. It’s not like flipping a switch or turning on a faucet.
Bruce: So, if you decide to give PPC Ads a try, try and commit a certain timeframe to them; three months, six months, or even a year, nine months, whatever it is, and really see what your ads can do. Keep in mind your CLV that entire time. Also, you’re trying to understand how you’re standing out in a very competitive insurance industry.
Rachael: Oh, that’s great. Yeah, those are all really good points. Just focusing on each one can really make such a big difference in the success rate. Thank you so much for sharing all of that insight today, Bruce. I know for our attendees, we’ve given you a lot to think about and several next steps to take regarding optimizing your Pay-Per-Click Ads or even simply getting started.
Rachael: With that being said, fortunately, there’s a Pay-Per-Click Advertising service that BrightFire provides, and it comes in to help you guys. Our team of digital advertising strategists and web and graphic designers can support your efforts to build a strong advertising strategy. After we have discussed your agency’s goals and needs, we’ll be equipped to design ad campaigns that will target your ideal audience and help you stand out against the biggest names in insurance.
Rachael: In addition, BrightFire is an official Google partner. We’ve earned this designation by continuously demonstrating our expertise in Google Ads. We have both Google Ads certified and Google Analytics certified experts on staff. We work with Google Ads, Facebook Ads, and Bing Ads, which was recently rebranded as Microsoft Advertising.
Rachael: We provide everything you need to be successful and generate leads with Pay-Per-Click Advertising, including account setup for each ad platform, copywriting, graphic design, and custom ad design, which is a custom landing page for each campaign that we create for you. In addition to that, we also provide a monthly reporting and consultation call with one of our digital advertising strategists like Bruce.
Rachael: With the help of our Google Ads certified experts to take care of your campaigns, you’ll be able to spend more time tending to your leads, saving you some time, energy, and money. And who doesn’t want that?
Rachael: With that, how can you get started? BrightFire’s Pay-Per-Click Advertising service only costs $100 per month per campaign, not including your ad spend. We do require a $200 minimum for the monthly ad spend. For all of our digital marketing services, there are no setup fees or contracts, and we have a 30-day money-back guarantee, which is always included with all of our services.
Rachael: Our onboarding process is designed to take the burden off of you as much as possible and consists of a one, 30-minute phone call. During this initial consultation, we’ll figure out what your goals are, what your target audience is, and then our team of experts will configure your campaign to target your audience as closely as possible.
Rachael: Typically, we can launch a PPC campaign within a week of your onboarding call, but as Bruce said, it can also be done within a few days. As a thank you for attending today, we’re offering a $50 promo to webinar attendees. You can receive a $50 account credit for signing up for BrightFire’s Pay-Per-Click Advertising service. And this promo ends on May 5, 2021. So, to get started with a successful pay-per-click campaign, please visit our website at www.brightfire.com. Or you can speak with a BrightFire expert at (888) 778-4393.
Rachael: That concludes our presentation on, “Why Customer Lifetime Value is Vital to Your Pay-Per-Click Advertising Success.” I’ll now pass it over to Chelsea to start the Q&A session if anyone has any questions.
Chelsea: Perfect. Thank you, both. That was really great. For the sake of time, we’ll just cover a couple of questions that we received today. Again, if we don’t address your question during the webinar, or if you come up with one later on, we’ll reach out to you to answer those questions, and you can always contact us as well.
Chelsea: The first question we have here is, “What does the recurring cost cover?” Rachael, you want to go over that one?
Rachael: Yes, absolutely. That’s a good question. It covers the creation, monitoring, and management of your ad campaigns. Within the website itself, it also covers the creation and management of a unique landing page. You also receive a monthly metrics report and ongoing consulting from one of our experts as well.
Chelsea: Okay, perfect. The next question we have will go to Bruce. “What should I expect each month if I use BrightFire’s PPC service?”
Bruce: Sure. Once your campaign is live, we’ll monitor the performance and we’ll make any kind of improvements or tweaks as we see the best fit based on the results. At the end of the month, you’ll also receive a report detailing your campaigns, the most important metrics, pretty much how they did for the previous month. And you’ll also get an invite to a phone call with one of our consultants each month. We also provide a one-time ROI analysis at the end of the third month for each campaign.
Chelsea: Awesome. We’ve got another question, probably for Bruce, here. “How many leads should I expect each month? And how do I know if the campaign is a success?”
Bruce: Sure. This question comes up somewhat frequently, and honestly, the answer is it varies wildly depending on a lot of factors. So, one of the big factors is going to be what type of insurance you’re advertising, as well as the area you’re targeting geographically, and your budget.
Bruce: As a base basic example that I give a lot of times: if you’ve got the exact same campaign, and one of the campaigns is targeting downtown Miami, while the other one is targeting the middle of nowhere, Mississippi, your results are going to be vastly different if you have the same budget, just because competition, population, and again, numerous, numerous factors are going to play into that.
Chelsea: Yeah, absolutely. Alright. We have another question here. “Would you have a tracking phone number to track how many calls your agency has generated or just how many clicks?”
Bruce: Yeah, sure. So, the tracking number is really just used for phone calls. Pretty much what that does is, what can happen is…my parents are a horrible example of this. My mom keeps a notepad beside her on the couch. And she’ll Google things and she’ll write down the phone number, and then later she’ll call them or she’ll actually take an action. She is normally seeing an ad, but she doesn’t know it’s an ad. She’s normally seeing a Google Ad at the top, and she’s writing down that phone number, and then she’s calling it later. If that’s just a normal phone number, you’re going to have no idea how she found you. If you have a specific phone number that you’re using, only for your ads, you’re going to know that anyone who calls you from that number can be attributed back to seeing your ad.
Chelsea: Yeah. Okay. Perfect. Well, I think that’s all the time we have for questions today. Again, thank you, everyone, who did submit a question. Again, we’ll follow up with you guys if we didn’t get a question answered.
Chelsea: But before we close, I would like to remind everyone of our upcoming 20 Minute Marketing Webinars. Our next 20 Minute Marketing Webinar is, “Recent Local Search Trends to Help Your Insurance Agency’s Business Listings.” Since 97% of people learn more about a local company online than anywhere else, it’s really imperative that your agency stays on top of local search trends to rank as high as possible on Google. In this webinar, we’ll cover recent local search trends, offer tips to effectively manage your local business listings, and then discuss how listings play an integral role in your agency’s overall efforts to reach more people and improve your website’s SEO. This will be held on Thursday, May 27, 2021, at 2:00 PM Eastern, or 11:00 AM Pacific.
Chelsea: And then our webinar in June is about, “Common Insurance SEO Myths Debunked.” Keeping up with search engines, algorithms, and ranking factors can be really difficult, time-consuming, and confusing. Plus it can be difficult to identify what advice is accurate and based on fact. Is content still king, and are backlinks still relevant? Join us in this webinar as we identify and debunk common search engine optimization myths to help you create a successful long-term SEO strategy that will increase your insurance agency’s visibility in top search engines. This webinar will be held on Thursday, June 24, 2021, at 2:00 PM Eastern, or 11:00 AM Pacific.
Chelsea: You can reserve your spot at any of our webinars by visiting the webinars page on our website at www.brightfire.com/webinars. And that does it for today. From me, Rachael, Bruce, and the rest of the BrightFire team, we’d like to thank you all for attending. I hope you have a great day.