Financial and Insurance Services

Invest in an opportunity to connect with new customers.

Recent research indicates that the Internet is increasingly becoming the place consumers go to gather information about financial and insurance services. As the most popular destination on the Web,¹ Yahoo! attracts millions of visitors every day, and Yahoo! Search Marketing offers you a great opportunity to connect with this audience.

Search and the Financial and Insurance Industries

According to findings, the online channel has become the primary place consumers are turning to research financial and insurance products and services—including those from new brands. Although online conversions are growing, the primary fulfillment channel remains offline, within branches and call centers.

• 78% of consumers research investment decisions online and 81% of them use search to facilitate this research.²
• 79% of consumers using search to research auto insurance found brands they would not have otherwise considered.³
• 60% of consumers that apply for a loan product do so after searching offline.⁴

What Yahoo! Search Marketing Can Do for Your Business

• Search marketing offers financial and insurance services marketers the opportunity to reach, engage and acquire new customers.
• Search marketing campaigns can be scaled to leverage complementary search products such as contextual marketing and local advertising.

Case Studies

LendingTree experiences significant increase in traffic to its web site, and maintains fruitful return on investment with help from Yahoo! Search Marketing. More

Research Studies

"Search and Financial Decisions," Compete, Inc., 2005
"Reach and Engagement Study: Auto Insurance," Compete, Inc., 2005

Best Practices

• Develop a complete portfolio of keywords, including brand variations, and work to expand the keyword set for expanded reach.
• Use targeted ad copy specifically designed for search, and leverage the power of your brand (as appropriate).
• Consider bidding as aggressively as your metrics will allow-as rank in search results is a primary driver of traffic volume.
• Link keywords to relevant landing pages that are focused on a desired action.
• Offer alternative channels of communications when appropriate (ex. store locator, 800 number), and make these unique to your search campaign.
• Holistically track performance, accounting for both online and offline conversion activity.
• Consistently test all campaign elements, from keywords to ad copy to landing pages, to ensure optimal success.