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Search-Referred Auto Insurance Quotes Up 36%, Generic-Term Paid Links Work Best »
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Search-Referred Auto Insurance Quotes Up 36%, Generic-Term Paid Links Work Best

Consumers requested 32.4 million auto insurance quotes online in 2007, 8.9 million of which were referred from search engines - a 36% increase in search-referred quotes from the previous year, according to a study by comScore’s Marketer service.

The study analyzed the productivity of search-generated leads, the efficacy of various search marketing techniques, and the actions consumers take after seeing an ad.

More findings from the study:

• Among all types of search, clicks on paid links from generic search terms are most likely to result in a completed quote request:

• Specifically, 33% of search-referred visits from generic paid search result in a completed quote request, compared with 22% of generic organic search and 19% of branded paid search.
• After seeing an ad for auto insurance, consumers will often use search to find more information about a company (22% would do so - an eight-point increase from 2007). A larger group (26%) would visit the website specified in the advertisement:

Note: The full copy of the report will be available when released on April 28 in conjunction with the 2008 Auto Insurance Report National Conference.