"Perceptions of financial institutions is ridiculously sceptical. The last ten years have witnessed fundamental changes in the way a consumer purchases and based on our experience gained working with brands in the insurance space, we have witnessed a crop of new digital marketing trends emerge and solidify for financial services. Furthermore, we have identified some digital opportunities which we feel will grow in the future. Much of our insight is driven by our specialism in performance marketing pay-per-click and our focus on website platform conversion."
"As of February 2016 the right hand sidebar column of ads was removed leaving just four ad slots at the top of the page of search results. These remaining four ad slots were to become hard-fought-over, especially in the competitive insurance sector. However, those brands that embraced the change and responded with an aggressive bidding strategy have seen positive results."
Perceptions of financial institutions are sceptical and consumer purchasing behavior changed over the decade. Experience with insurance brands shows new digital marketing trends emerging and digital opportunities growing. Insight is driven by performance marketing pay-per-click expertise and focus on website conversion. A major impact on insurance advertising was Google AdWords restructuring in February 2016 that removed the right-hand sidebar and left four top ad slots. Competition for those slots intensified; aggressive bidders saw positive results and high quality score accounts were favoured. Ad extensions like sitelinks increase click-through rates and improve quality score. The change accelerated strategies to dominate brand and key search terms and optimise the knowledge graph via Google My Business or Wikipedia.
Read at The Drum
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