Marketers everywhere rejoiced when Google Adwords announced that it will be adding a pay per call advertising feature. This powerful lead generation tool will be available in the United States by late November or early December.
Pay Per Call Can Increase Your Number of Sales Calls
In the past, if you wanted your phone number to appear in your Google Adwords advertisement shown to PC or Mac users, you had to give up already limited ad space to list it. Now Google is allowing marketers to include their company’s phone number on all advertisements, regardless of the viewing platform.
This feature is designed to increase your number of sales calls. Phone calls initiated by the prospect have been shown to have a much higher conversion potential than leads generated through opt-in online contact requests.
Plan Ahead to Rank High in Phone Call Quality
Google has announced that it will measure how many people call your business after viewing your advertisement. Your phone call quality score may also depend on other factors, such as the length of the phone call and whether or not the potential customer indicates being satisfied with the information received.
To be sure that leads who are calling in receive prompt, courteous service, your insurance company should designate one or more people to handle incoming calls generated by your ad.
Since few insurance sales happen after the first contact, the person taking these calls needs to gather the lead’s contact information for follow-up calls and emails.
Maintain a Powerful Website
Although some people who see your ad on Google will pick up the phone and call you right away, most will still want to gather more information by visiting your web page. Work with an experienced web designer and copywriter to make your website as attractive and easy to navigate as possible. A strong website is a great source for lead generation.
As with phone calls, it is key to gather contact information from and follow up with leads that get in touch with you online. Skilled lead nurturing can mean the difference between making a sale or missing a sale.
The new Google Adwords feature offers the potential for your insurance company to generate more leads than ever before. Plan ahead with your staff so that you are ready to get the maximum benefit from pay per call ads just as soon as they become available.