Auto, Health & Life Most Competitive in Insurance Search Marketing [Study]

The spotlight is on the insurance industry – including digital marketing spend, popular keywords, social marketing opportunities, and more – in a new infographic from digital marketing software company Kenshoo.

Which subsets of insurance spent the most in online advertising? Vehicle insurance, life insurance, and health insurance were among the top spenders.

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According to the data, the majority of search volume in the insurance space is comprised of non-branded terms, "with high click-through rates for brand keywords driving up that segments' percentage of clicks."

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"Insurance has considerable competition around product categories and price, which can push the balance of brandand non-brand keyword volume more heavily towards non-brand," Kenshoo said in its report.

The top 25 keywords most frequently used in search for the insurance sector included, once again, "health", "auto" and "life" as the top contenders. 

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Social comes into play when people are looking to buy insurance, "especially for younger consumers," said Kenshoo. Twenty-seven percent of those surveyed use social media to investigate a product or service they intended to buy. 

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Here's the full infographic by Kenshoo:

Financial Services Infographic

About the author

Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.

Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.

Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.