How to Make

Great Insurance

Facebook Ads

There are many ways that you can promote your insurance

business online, but Facebook ads are one of the most

powerful tools that you can use.

When you master your Facebook targeting strategy you

will get in front of a very specific audience who is engaged and

likely to be interested in your brand.

So how can you make sure that your insurance Facebook ads are as

effective as possible?

Here are some tips to keep in mind.:

Identify Your Niche

A great example of this is Health IQ,

who are in the life insurance niche

but have targeted their advertising

towards runners to make it

even more specific.

One of the advantages of Facebook ads is the amount which you can refine them. You can specify as much as possible, refining your ad down into a niche within a niche.

To figure out where you want to focus your advertising, you can

identify the persona of your typical buyer so that you can hone in

with laser-like targeting. This will help to increase your return on

investment and your conversations.

Create an Eye Catching Image

People often scroll through their newsfeed on Facebook quite

quickly, so if you don’t have an eye catching image on your

Facebook ad they might scroll past it. A visually striking image will do

a lot to grab the attention of the viewer and elicit an emotional

response from them.

For example, take a look at the image on

this page. It is a funny image, but a powerful

message about how making mistakes when

working on big building projects can be

incredibly costly.

This would be perfect in an ad for professional indemnity insurance

for the engineering and construction industry. Without this

insurance, engineers and designers might incur a massive financial

loss, which will cause their business to collapse.

Write Effective Copy

It’s not just the image that is important when you are crafting a powerful Facebook Ad - it’s also the written copy that needs to be captivating enough to draw the audience in. You will need to create copy that is simple, clear and ties into the image that you have chosen.

The written copy should be simple and direct and should speak to the type of person that you are targeting. It should not mention your brand right away, but should have a call to action at the end.

Take a look at this example from

Metromile - it is short and simple and

gets right to the point. It explains the

advantage that Metromile has to offer

and it encourages the reader to click to

get a three minute quote.

Target the Ad to the Right Audience

Facebook ads can be highly targeted so that you can be sure that

you are reaching the right person. The more you target your ad,

the more likely the person who sees the ad will be interested in

the insurance you are offering.

You can narrow down your audience on Facebook, choosing the age

group, location, gender and even the interests of the people you are

targeting.

What demographic is most likely to be interested in the type of insurance you are

selling?

Link the Ad to a Relevant Landing Page

Don’t forget to consider where the Facebook ad links to. Make sure

that it links to a relevant landing page so that when people click on

the ad on Facebook they have a clear path of action to follow

when they reach your website.

The landing page should be specific and it should be captivating enough to grab

the attention of the potential customer and convert them into a sale.

What About a B2B Audience?

Many insurance brokerages buy into the myth that they cannot target B2B insurance

policies such as professional indemnity insurance with the same type of focus.

However, this is simply not true. When you are marketing towards businesses in the B2B space, you will still be marketing towards people. What better avenue than Facebook to target your ad towards a solicitor, accountant or other specific type of client. In fact, Facebook makes it very easy to promote your B2B services.

Also, Facebook will allow you to refine your targeting and make it

as powerful as possible. You will be able to create as many ads as

you like and target them all towards different niches. Then, you can

find the best opportunities and focus your efforts towards which

niches perform the best.

It’s all about marketing smarter, rather than harder.

These are just a few tips to keep in mind when it comes to

creating Facebook ads that are highly clickable and will bring a lot of

interest to your Insurance Brokerage.

Facebook ads can seem a little bit confusing at first, but once you

understand how they work and how you can make the most of

them, you’ll find that they are a very useful tool for promoting

your business.

If you would like some more powerful tips for making the

most of social media for insurance brokers, you can download

our ebook, “Social Media for Insurance Brokers: The

Ultimate Guide to 2017.”