To achieve success with your PPC campaign, selecting the appropriate keywords is crucial. Here’s what you need to consider:
- Relevance: Ensure the keywords are closely related to health insurance services and reflect your firm’s specific offerings.
- Specificity: Opt for keywords that precisely match your business niche. You can choose between broad, general keywords and more targeted, specific ones.
Broad keywords often attract high search volumes but come with increased competition and higher costs. In contrast, long-tail keywords, which are more specific and less commonly searched, are typically more cost-effective and better align with user intent.
For health insurance firms aiming for a strong ROI, long-tail keywords are usually the better option. They may attract fewer searches, but they often generate higher-quality leads.
Use tools like Google Ads to discover the most effective keywords for your firm.
Develop Targeted Landing Pages
Direct your PPC ads to dedicated landing pages rather than your homepage. Your homepage is too general and may not address the specific needs of the search engine user.
Instead, create a unique landing page for each ad. For example, if you’re targeting the keyword “health insurance firm in Connecticut,” design a page with information relevant to Connecticut-based health insurance services. Include details on local health insurance regulations, coverage options, and industry practices. This targeted approach demonstrates your expertise and builds trust.
By creating landing pages that directly match the intent of your ads, you increase the likelihood of converting visitors into clients. This strategy not only enhances the effectiveness of your PPC campaign but also provides a better return on your investment.