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.