Aviva Adviser: How to drive more customers to your website

Using Online Advertising

Google Ads is worthwhile because...

1.) It’s measurable. You can measure how effective it is. It provides loads of PPC (Pay-per-click) metrics, so you can see in detail what’s working and what isn’t.

2.) It’s flexible. You can go into minute detail to target the people you want to reach.

That means not just precise keyword matches, but by location, time of day, language, browser of device type.

3.) It works well with SEO (Search engine optimisation) SEO is more of a slow burn. It can take time for your site to prove itself and rise up the rankings. But if you need a quick burst of awareness, invest in a Google Ads campaign. It will deliver impressions and clicks pronto. And while you’re buffing up your SEO, you can try out your search terms first on Google Ads.

Facebook advertising is worthwile

Your audience is there: 26 million people in the UK and rising …
Precise targeting: Among these 26 million, you can target your audience with extreme precision. You can filter them by behaviours, interests, demographics, connections, age ranges, languages or locations. Anyone who survives this lot will definitely have a reason to spend money with you.
Facebook ads are cheap: The cost of Facebook advertising averages out at 78p per click.
You can clone your audience. Once you’ve found an audience that’s buying from you, you can use the feature ‘lookalike audiences’ to reach new people who are similar to your audience and likely to be interested in what you offer

Using Online Advertising

These have mushroomed over the last few years. Are they all of equal use? No, not really. Of the thousands, you need to pick the best few, both for the insurance industry and more general purpose. And if people click on your website from any of them, your search ranking will improve.

Classifieds. Seriously?

Take a look on craigslist, gumtree and other places where you can find the car, the wardrobe or the leaf blower of your dreams. Then, take a moment to ponder why financial services companies stay away from them in their thousands. You could spend your money and think of yourself as a pioneer. But why bother? Will appearing in these places help you demonstrate expertise, authority and trust? Take a wild guess.