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For anyone doubting the power of paid search, Hitwise have revealed some interesting statistics regarding traffic generated by PPC advertising and comparison sites within the insurance sector. Despite the slowing down across all sectors, paid search remains an incredibly lucrative source of traffic and revenue. For insurance alone it still accounts for 33% of all traffic from within the UK, well above the average of 8.6%.
The rise in popularity of comparison sites, which all feature round the clock advertising both online and offline, has done little to curtail the value of PPC. In every single division (Health, Home, Motor, Travel and Other) paid search was found to be well ahead of the comparison sites. The lowest figure was found to be Health insurance, which only received 39.8%, whilst the other four sectors were reasonably consistent between 49% and 53.4% of search traffic.
PPC advertising is clearly still managing to achieve some exceptional results right across the hugely competitive insurance world. It provides a very simple and direct way to promote your products and services, whilst also offering the opportunity for immediate results. Whilst the industry as a whole has seen a slight downturn in the last year, it is seemingly no less effective at generating highly targeted traffic.
Of course this is only one set of statistics. Other popular searches across different sectors may well have suffered more. However, it does show that PPC is still a thriving industry and has the potential to generate unparalleled online visibility.
To read the article in full be sure to visit the Hitwise site and select the post entitled ‘The role of paid search and comparison sites in the insurance sector’.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.