Top Paid Search Keywords for Health Insurance Revealed [Study]

AdGooroo released findings of a study that looked at the paid search landscape for the health insurance sector, specifically the Top 5 U.S. advertisers of health insurance for the first half of 2014 in Google AdWords.

The report analyzed who spent the most on AdWords campaigns, which health insurance keywords were the most competitive and more. The five advertisers examined included:

  1. IndividualHealthQuotes.com
  2. Humana.com
  3. GoLong.com
  4. eHealthInsurance.com
  5. HealthPlans.com

The following chart outlines the AdWords investment of the top advertisers for January 2014 to June 2014, with IndividualHealthQuotes.com leading with more than $4.4 million in spend.

adgooro-top-health-insurance-advertisers

Looking at a comparison chart, we can see the performance snapshot of those five competitors as it relates to spend, click-through rate (CTR), cost per click (CPC) and more.

health-insurance-advertisers-comparison-chart

HealthPlans.com had the highest coverage, with ads showing about 30 percent of the time, but eHealthInsurance.com had the highest CTR and lowest CPC at nearly 6 percent and at $2.91, respectively.

Which keywords did health insurance advertisers spend the most on in the first six months of 2014?

The following image shows the Top 20 keywords and their respective spend, with “health insurance” ($8.2 million in spend), “medicare” ($5.5 million in spend) and “blue cross blue shield” ($4.4 million in spend) as the top three:

health-insurance-ad-keywords

Spending more to secure visibility for popular health insurance terms is widespread. In February, Kenshoo released findings of a report that showed health insurance was among the top subsectors in the insurance category that advertisers spent money on.

paid-search-insurance-kenshoo

And with good cause. A Milward Brown Digital study showed the potential of search traffic to insurance brands. Its data showed 30 percent of website traffic in June 2014 was a result of search traffic – specifically for auto insurance brands.

For more highlights of AdGooroo’s latest findings on paid search for the health insurance sector, check out this post

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