|
|
The Life Insurance Market
|
Like many businesses, we buy space on Google through the 'Sponsored Links' that users recognise, and aim to compete with others in the same space. However, can we all really afford to keep throwing money at this route to gain new customers? The bidding process through Google has become progressively more expensive so that only those potentially foolhardy enough to keep going, stay there, whilst the click costs spiral. We were active for a whole range of search terms, including the 'biggie' for us, "Life Insurance" yet the costs to stay well placed here for this term and others like it have become so expensive we took a decision to stop trying to compete and look for other, more cost effective routes to gain our valuable new business. I get phone calls every day from search companies offering to 'optimise' my paid search campaigns, and they GASP disbelievingly that we have stopped. But there is a growing reality developing that more cost effective routes can and will develop and Google will have to rethink their processes - but for now they are content to sit back and let the cash roll in - ultimately at the cost to the end user, the customer.
Steve Bone - Ecommerce Director, LifeSearch
--
0
comments:
-
Post your own comment
|
|
|