The beginning of every native ad campaign is the context.
Search Arbitrage Case Study: Car Insurance Vertical
Car insurance is a popular vertical in search arbitrage. The challenge is there is not a lot of product differentiation with insurance so the goal is to identify a problem that is solved by the product offer or at least provide perceived value in what people are getting with the product.
3 Problems for Car Insurance
1) car insurance is expensive, prices are increasing
2) poor or bad insurance companies who don’t pay, if you get into an accident the customer will end up paying a lot more money than the $5 spent on the low monthly premium
3) high deductibles
3 Car Insurance Ads
Ad Headline #1: Car insurance will help you when it the most.
Target Consumer #1: People that experienced accidents and felt that their insurance companies didn’t actively help in the past.
Ad Headline #2: 9 out of 10 Americans worry about their car insurance deductibles. Here’s how not to be that 1.
Target Consumer #2: Conveys that 9 out of 10 of your peers are worrying about a single problem. Almost everyone has a car and car insurance – is the visitor the 90% that needs to worry about high deductibles or the 10% that doesn’t. This generates a certain interest and will likely receive a higher click volume.
Ad Headline #3: Why Thousands are switching from sketchy car insurance companies to this genius one.
Target Consumer #3: This ad leaves a lot to be discovered. It begs a question that there is something special but the ad doesn’t convey it. If the visitor clicks on the ad, they can find out. Do you have a car? have you heard about a sketchy car insurance company? Yes? Perfect, click here.