Insurance vertical: reassure your audience
What can be better than a promise of safety, right? Reassurance is exactly what most of us need in troubled times like these. As an affiliate working in the insurance vertical, you can bring your audience socially meaningful goods and services while making a dollar for yourself. A variety of insurance products are made to allow people some peace of mind, as they will be a bit less anxious about their future knowing that there is a safety net. Funny enough, the stability these offers provide for the audience is also true for the affiliates. With insurance, you promote something that makes a difference for society, therefore the insurance ad campaigns are unlikely to face bans or violate any legislation.
In this article, we are going to explore the depth of the insurance market and why this vertical is so stable.
What can be insured
Unrecognizable businessman examining papers at table. Manager with ballpoint pen filling business papers. Close-up of male hands working at desk. Analyzing documents concept
There are multiple kinds of insurance products on the market. Life and health, travel, auto, home, and even pet insurance. The list is not exhaustive. The exact selection depends on the GEO you target and the insurance companies present on the market. The travel insurance segment may seem more dead than alive right now with continuing bans on international travel. But the risk for travelers is higher than ever. Aside from that, car insurance and life insurance are the biggest subsets of the vertical.
Most insurance offers run on the CPL (cost-per-lead) or CPS (cost-per-sale) models. The quality of traffic is also paramount, just like for the lead generation and e-commerce verticals. The most trending insurance offers at Yep Ads now are in home, health, and car insurance categories with the CPL model.
There is also such a category of offers as Pay-Per-Call/Payout-Per-Call when the advertiser buys out a number of calls attracted to their call-center by the affiliate. The affiliate receives a unique phone number that is used as an ID for lead attribution. These offers also may contain a restriction on the minimum duration of the call for the lead to be valid. This also calls for a quality audience. Such campaigns demand serious preparation to target them properly, you will need an in-depth knowledge of the GEO and the way your audience looks for insurance. In Yep Ads we have a big selection of CPL offers, they will be a good choice for a start in the insurance verticals as they have a relatively simple funnel and payout rates higher than average.
Audience and sources
Usually people look for insurance products on purpose, so native advertising seamlessly embedded in relevant content is a good choice as well as SEO traffic, paid search, and social media traffic.
Keyword search and SEO campaigns need more preparation to compile the semantic core for your future landing. With these campaigns, you would create a website, place offer URL or “Call” buttons there, and drive traffic to it. Social networks may be an easier path in the beginning. Let’s take Facebook: you would launch a traditional ad campaign, choose “Conversions” as your goal, set up the targeting (by interests of just by demographics) and creatives, then launch and let the algorithm help you. Campaigns in this vertical require considerable time for preparation and analysis, you will also need a lot of A/B testing to find the best-performing elements. But this will yield great results: such campaigns are very stable and profitable, they also have a big lifespan and are predictable.
Tips and cues
The most important thing, apart from knowing your audience and GEO, is the angle you choose for the creatives, for there are many. Let’s cover some of the most successful angles.
- News angle: breaking news, XXX is not safe, 37 cars had a road accident this month, etc;
- Affordable options: get your insurance plan as cheap as XXX, compare the plans and choose the best one;
Person covers the model with his hand, Insurance house, and family health live concept. The insurance agent presents the hands protection model that symbolize the coverage.
- Age/trait targeting: target the ad sets for a specific group and call out to them “All above 35 will get a special discount”. Create multiple ad sets, of course;
- Target the self-employed: they are more vulnerable compared to the rest as there is no boss to cover their insurance;
- Video testimonial: works well to convince the hesitant.
Insurance offers may have their seasonality, for instance: peak season insurance for farmers who store the whole harvest on their premises in autumn; winter ski season and summer diving season — for fans of extreme sports, life and property insurance during the hurricane season for some destinations, etc.
Many insurance offers have internal options: PPL or PPC. Create a landing page that will convert the user regardless of their choice. Place a “Call” CTA with your ID phone number so that they would call the advertiser and convert as a call. And also add a data collection form for their order or info request — this way they will convert as a lead.
Their fear works in your favor
Marketing theory has a notion of “pain points”: powerful emotions that manipulate the audiences making them more perceptive of the advertising. Fear is one of those points. Fear of illness, loss, damage, death, etc. is what makes us crave stability, reassurance, and, basically, insurance. This is what makes the insurance vertical so stable and attractive. Yep Ads provides its affiliates with a wide selection of insurance offers to cater to any taste and need. Contact your dedicated manager to learn more.