The auto insurance industry is highly competitive and faces many challenges when it comes to marketing their services and generating sales. However, pay-per-call can meet these challenges and help auto insurance businesses increase their marketing ROI with high-intent leads and a 50% conversion rate.
Pay-per-call marketing allows businesses to purchase qualified inbound phone calls that are more likely to convert than leads from other lead generation efforts. Advertisers can customize their campaign requirements, including call duration, category, and location, and then only pay for the inbound calls that meet their specifications.
How Pay-Per-Call Solves Marketing Challenges in the Auto Insurance Industry
Challenge #1 – Competition is Steep, and Advertising is Expensive
With so many auto insurance brands competing for similar customers, advertising is extremely challenging, especially if you’re trying to reach a national audience. The cost of paid search keywords, social media promotion, and traditional advertising reflects this competition, making advertising in the auto insurance space quite pricey as well.
With a pay-per-call campaign, you only pay for high-intent calls that meet your campaign requirements, and calls in this industry typically see a 50% conversion rate.
Additionally, if you partner with a pay-per-call network, you’ll have access to their network of publishers who will generate qualified calls through a variety of online, offline, and carrier sources. This gives your campaign the reach of multiple publishers without the responsibility of managing multiple contracts.
Challenge #2 – Generating High-Value Leads and Avoiding Unwanted Leads
Not all leads are created equal, but it’s not easy to bring in high-ticket prospects like homeowners or insured drivers consistently.
By setting campaign categories, you can specifically target the high-value consumer profiles that you want – such as insured or uninsured drivers, homeowners, drivers with good credit, etc. – and adjust your bid per category, so your ad is more competitive in key target areas.
Your pay-per-call network should have quality assurance techniques in place to ensure their publishers are only delivering the calls you want. Look for a network that will also set up qualifying methods such as Interactive Voice Recordings to filter out calls you don’t want, such as customer service calls.
Challenge #3 – Unpredictability and Control
It’s challenging to predict how traditional advertising efforts will perform, especially if you’re trying a new message or marketing technique. You could get an overwhelming response your customer support teams struggle to meet, or the ad could fall flat leaving your team sitting idle.
Pay-per-call gives you the flexibility to manage your budget and set your key geographies and business hours. Call pacing allows you to set daily or hourly caps on total spend or billable calls.
The right pay-per-call partner will deliver a predictable hourly call volume to ensure your call centers have a full workload and consumers aren’t faced with lengthy hold times.
Challenge #4 – Evaluating Marketing Efforts
It is nearly impossible to accurately track lead sources and correctly optimize your budget with traditional advertising.
With the right pay-per-call partner, you can easily track your campaign’s success with methods such as call tracking, call recording, call transcription, and call scoring. These techniques help you identify the sources and geographies that generate the most qualified calls, so you can optimize your budget accordingly.
Challenge #5 – Demonstrating High ROI in 2020
With tighter budgets and less traditional advertising space available, the year 2020 has made it clear that businesses need to allocate their marketing budget to channels that will deliver a high ROI.
In the turbulent 2020 marketing landscape, pay-per-call remains a predictable source of leads. For auto insurance, the return on investment (ROI) for pay-per-call is high, even though the initial cost per lead may seem expensive.
A competitive bid in this industry is about $55 for a call that lasts at least 120 seconds. The average call lasts about 12 minutes, and calls typically have a 45-50% conversion rate.
Get Started with Pay-Per-Call
Pay-per-call is a high-converting source of qualified leads for auto insurance businesses. When looking for the right pay-per-call network, look for a trusted network that is committed to performance and superior service and delivers compliant, high-intent calls from unique traffic sources.
Soleo’s pay-per-call network generates 20,000 insurance calls each month and can easily scale to fit the needs of our advertisers. Our call traffic is generated in a way that complements your internal lead-gen activities, leveraging both our in-house lead generation team and our network of qualified, vetted publishers who adhere to strict network compliance stipulations.
We are dedicated to meeting our partners’ CPA requirements, and we offer call tracking, Interactive Voice Recordings, quality assurance, and assistance from our experienced customer success team.