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

April 8, 2008

This article is included in these additional categories:

Automotive | Paid Search

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.

comscore-search-referred-auto-insurance-growth-quotes-2006-2007.jpg

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:

comscore-search-referred-auto-insurance-completed-quote-request-by-serach-type.jpg

  • 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:

comscore-search-referred-auto-insurance-consumer-activity-after-seeing-an-ad-2007-2008.jpg

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.

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