30/07/2025

Matt Tomkin

The Ways Your Brand Can Be Mentioned in AI Search

How people search for answers to their queries has changed. AI search provides succinct, conversational answers at the very top of SERPs, removing the need to click on web links at all. Naturally, businesses and marketers are panicking.

It’s already having an impact, with Google search impressions rising 49% year-on-year but click-through rates (CTR) declining by 30%. Despite these grim numbers, SEO isn’t dead, and it’s still possible to succeed by adjusting to the new reality.

In this guide, we’ll go into what AI search is and how you can get your brand mentioned within these AI overviews.

What is an AI overview?

An AI overview is what you see at practically the top of every SERP page when you enter a Google search query these days. It uses the Gemini model to understand and summarise your queries. The information is pulled from multiple web pages and cited to give you a concise answer.

You may also see it referred to as zero-click search or the Google Search Generative Experience (SGE). It’s a universal improvement on the search experience, with a new survey revealing that 83% of users prefer AIO over traditional searches.

In short, if you’re a brand, a focus is now on becoming the source of the information used by each AI overview to earn that citation and appear at the very top of the page.

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Why your brand being featured in AI search is a win

It’s easy to look at the numbers and declare SEO is a waste of time, especially with 60% of searches now resulting in zero clicks. However, savvy marketers know that this is the new normal and visibility as a citation within AI search still leads to clicks. Concentrating on getting featured will still win you clicks, even if it’s not as many as before.

Moreover, let’s not ignore the fact that most people clicking on links in the first place just wanted an answer to a question. They had no interest in buying anything. By removing these visitors from the board, the people who actually click on your site are likely to be more primed for buying.

In other words, it’s a reduction in the quantity of clicks but a potential increase in the quality of clicks.

Think about it like this. When you become the cited source for AI summaries, it’s a signal and an endorsement from Google that you are the authority on that subject. It’s a message that’s also communicated to anyone reading the page, building instant brand credibility at a crucial point in the sales pipeline.

The types of brand mentions in AI search

AI search always cites its sources, but how you’re cited is what matters. Generally, there are four possible ways of being mentioned in AI search:

Linked Mentions – A linked mention is where your brand name is mentioned alongside a clickable link to your site. This is naturally the best possible outcome because you’ve got an authentic link from Google at the top of the page.
Unlinked Mentions – An unlinked mention is where you’re named, but you don’t get a link. It’s still a good outcome and may encourage more visits to your site, but any searchers will have to find the link themselves.
Cited Mentions – A cited mention is where the AI has used your site as a source for its information. Your brand won’t be named in the answer itself, but it will appear as one of the sources in the right-hand window, alongside the other sources it’s used.
Implied Mentions – Sometimes, an AI model may make references to your brand that are clearly yours, but won’t mention or link to you. This is essentially when characteristics describe a product or service.

You can’t control which type of brand mention you’ll get directly. Either way, any form of brand mention has value and sets the stage for claiming one of those coveted linked mentions in the future.

How you can get featured in AI search

Getting featured in AI search means adapting to Google’s preferred overview format. Think structure and a conversational tone, while incorporating detailed information that goes beyond the conventional.

Essentially, it’s just SEO with some slight differences. High-quality content is still king. You might see some marketing firms pushing AI search services as if they’re something entirely separate, but they’re not. It’s just a revamped version of SEO services.

So, what can you start doing to get featured in AI search? Let’s target the four pillars of readying your content for AI in turn.

Building high-quality content

Content quality is still the main priority for Google. They want to see Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) principles in the content they analyse. Beyond that, include:

· Target audience intent, rather than keywords.
· Build up your topical authority by creating content around a core subject.
· Back up your claims with data and stats from external sources.

Structuring your content

AI models are known to favour content that embraces a specific format. It should be well-documented and easy to crawl. The easiest way to deal with this is by following how AI overviews are structured themselves, meaning:

· Clear headings

· Short paragraphs

· Lists

· Snappy answers to questions

Technical SEO

Technical SEO continues to matter even in the AI era. Your website should be primed for mobile, use schema markup and load quickly. Above all, your site should be crawlable and indexable. If you’ve got issues like broken links or AI blockers, you’ll need to change that before you have a hope of getting cited.

Brand influence

Finally, your brand influence matters because AI models are relying on information drawn from outside your website. What this looks like is much the same as it always did, including:

· High-quality backlinks

· Presence in the media

· Engagement on community platforms

This isn’t something you can rush. It should form part of your long-term brand-building strategy. Naturally, it’s a time-consuming process, which is where Tao Digital Marketing comes in. Let our SEO experts help you dominate search in the AI era. To learn more about our SEO services, contact us today.

Contact Tao Digital to Dominate AI Search

30/07/2025

Matt Tomkin

AI and Search Engines: Do You Still Need SEO?

Finding your insurance brokers target audience

Artificial intelligence (AI) is powering search, but what does that mean for SEO?

Many commentators have already prophesied the death of SEO and the coming of ChatGPT, and the Google Search Generative Experience (SGE) lends weight to that. One study already found that just 8% of people click on traditional search links when an AI overview is present, throwing marketers into a panic.

But all is not as it seems. SEO remains the foundation of any online marketing strategy, but it has changed, meaning you’ll need to tailor your tactics accordingly.

The rise of AI search engines

Generative AI has invaded every facet of society, and search is no exception. The rise of ChatGPT, Bing Copilot and Google’s SGE, or zero-click search functionality, means that businesses face enormous challenges. It’s already impacting SEO return, with 60% of searches now resulting in zero clicks through traditional search links.

It makes sense from a user perspective. Rather than clicking through to websites to search for an answer to a query, they can read an AI overview of an active link instead. Often, this is sufficient to provide them with the answers they want. The problem is that it reduces the opportunities for businesses to sell their products and services.

Another change caused by the rise of AI search engines is that user expectations have also changed. Users are happy with the simple summaries they receive from AI. For companies, SEO is no longer simply about being first on a random list of links. It’s now also about being authoritative enough so your website is the source for the AI response.

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How AI impacts online search presence for businesses

The main trend that AI has brought to search from a business perspective is fewer clicks and less traffic. It’s a fact that fewer users are clicking on Google SERP links than before. As early as 2024, Gartner already predicted that search volumes would decline by 25% by the year 2026, and this prediction appears to be true.

UK publishers have already reported declining KPIs. In a survey of both news and non-news platforms, click-through rate (CTR) from search declined by between 10% and 25% year-on-year, even when rankings remained stable.

With that in mind, we can see that:

Visibility has shifted, with AI summaries appearing even above the number one spot.
AI algorithms are delivering hyper-personalised search results based on behaviour, location and other preferences.
AI search focuses on user intent when crafting custom responses.

All of this means that the goal for businesses isn’t simply hitting the number one spot via traditional keyword-driven search, but becoming the cited source for AI overviews.

Will SEO services affect how businesses show in search results?

AI-driven search has already transformed how businesses show in Google SERPs. Instead of a long list of links where users click on the top results, the AI overview now often dominates the screen. Cited sources for these overviews now appear in a small window at the side. In some cases, sponsored links from paid search may continue appearing above the AI overview.

The biggest impact is that paid search will become even more critical in an attempt to beat the AI overview. Another issue is that there are now fewer visible spots to appear organically.

Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO)

At the heart of AI-driven search are AEO and GEO. Here’s what they mean in practical terms:

AEO – AEO is the Q&A style format that AI overviews tend to take. It uses a conversational tone and a somewhat standardised structure. This is precisely the format firms now need to take in some aspects of content.
GEO – GEO is making your content discoverable by AI in the first place. It covers areas like structure, format, metadata and citations. Without a focus on GEO, Google won’t cite your content in its AI summaries.

What all this means is that content that’s been readied for the AI areas must be sufficiently detailed, backed by sources, and go beyond the basics. Do it consistently enough, and your firm will start appearing as a cited source.

However, it's important to note that whilst new terms like AEO and GEO have meaning behind them, at the very core, they are simply branches of SEO. Invest in solid, quality SEO services (don't buy into 'new' created services) and you'll see progress.

Why SEO is the crucial service to show in AI search results

Looking through the new reality of search might make you wonder whether it’s time to abandon traditional SEO entirely in the face of SGE. The answer is an unequivocal “no” because the core of the strategies that have worked before still work in the SGE era. If you’re capable of creating detailed content that matches user intent while focusing on the user experience as a priority, you’ll continue to succeed here.

Moreover, traditional strategies still have their place in AI search results. These include:

· Keyword optimisation

· Strategic backlinking

· Value-driven content

The issue isn’t that SEO is dead or dying. It’s that it’s changed as companies and users adapt to the AI era.

How to adapt to the AI search era

There’s no doubt that businesses must adapt to AI search. Replicating the strategies that worked before will only see you investing more to get less. Generally, we can boil down adapting to the AI search era into several key principles:

· Understanding the New Landscape – SEO is no longer only about keywords and rankings in 2025. It’s about intent, context and credibility. AI isn’t just about what you say, but how you’re meeting the needs of the user.

· Quality and Context – Content quality and context are the order of the day. AI is concerned about how you’re answering user questions, rather than loading blogs up with keywords.

· E-E-A-T – The Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) model has been pushed by Google for years. Now, AI has increased its importance by making it easier to reward sites that actually meet these four key points.

· Technical SEO Matters – Technical SEO still matters as much as it did before. The AI model has altered how content is consumed, but technical elements like mobile usability, site speed and crawlability are just as relevant as before.

· Zero-Click Search – More searches than ever don’t result in clicks. That means companies need to reconsider how they evaluate success, such as assessing visibility and brand mentions within AI mentions. In other words, the nature of how we measure digital marketing success has changed.

At Tao Digital Marketing, we know that negotiating the single biggest overhaul in search in over a decade is challenging. Let our cutting-edge SEO consultants share the load. We’ve supported countless businesses in generating the visibility and new business they deserve, and we can do the same for you. To learn more about SEO services in the AI era, reach out to us today.

Learn More About Search Engine and AI Success

30/07/2025

Matt Tomkin

Monitoring Online Success as Insurance Brokers

What does success look like for your insurance brokerage? It might sound like an obvious question, but every firm will look at online success differently. The concept is relative, and it means choosing the correct metrics to track. Here’s what every brokerage must know about tracking its progress online.

Succeeding in the UK’s insurance industry as an agent or broker means overcoming your competitors in the marketing arena. Having experienced a wave of unprecedented growth, the insurance industry has a market value of £21.7 billion in revenue, but it’s still a minority of players accounting for most of it.

How to know if your brokerage is performing well online

Your business has more data at its fingertips than ever. Despite the insights all insurance brokers have, just 32% of businesses act on the data they have available. That’s important because measuring success hinges upon leveraging data from your online insurance broker marketing campaigns.

Knowing whether your brokerage performs well online means sourcing your prime key performance indicators (KPIs) and getting the latest data in relation to them. Believe it or not, it’s not just about sales or return on investment (ROI).

Crucially, metrics cannot be taken in isolation. You must track your performance over time and compare different periods to determine whether you’re moving in the right direction.

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The most important metrics to track are how well your brokerage is seen online

All metrics must ultimately lead back to sales of insurance policies as a brokerage. Yes, driving traffic to your website is important, but it’s all for nothing if it doesn’t ultimately lead to new business.

That’s where so many marketers go wrong. For example, did you know that just 41% of marketers measure the success of their online content marketing campaigns through sales?

So, what metrics should you be looking at to get a better picture of your online presence?

Web Traffic Metrics – Page views, total visits and traffic sources.
· Lead Generation – Leads, lead sources and lead quality.
· Conversion Rates – Visit-to-lead conversions, lead-to-sale conversions and channel-related conversions.
· Online Reviews – Google, Yelp and other review platforms.
· Social Media Engagement – Likes, shares, comments and mentions.

All these metrics show you where you stand online and on specific channels. Plus, you can use these figures combined with your marketing investments to determine other financial metrics, including Cost Per Lead (CPL), Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLTV).

Don’t lose track of the one metric that matters most for your insurance brokerage, though, and that’s profitability.

Why your business being seen online is crucial

Most business is done online rather than in the high street, especially when it comes to sourcing new providers. According to YouGov, 81% of Brits use price comparison websites to find new life insurance providers.

Being seen online is how your business thrives because it’s the dominant channel for new business. This fact alone should demonstrate the importance of making online marketing your priority.

If you drill deeper into the benefits of online marketing for insurance brokerages, other reasons to invest in this area of your firm include:

Increase your visibility.
Grow your brand awareness.
Build credibility in your brand.
Drive sales for your brokerage.
Adapt to today’s insurance clients.

In the past, insurers would open up their branches in places where they could access the most potential clients. The same principle applies here. If you’re not succeeding online, there’s little chance of your brokerage attaining the long-term success it deserves.

How to know when your business needs help with its online performance

Mastering insurance marketing is the most common pitfall that brokers in the UK market struggle with today. Sadly, many businesses die a slow death because they can’t gain traction, so what are the signs that your brokerage needs help?

Declining web traffic

Web traffic should be actively growing in an ideal world. If it isn’t, your online activity needs attention. Likewise, if your bounce rates are going up, it’s a sign that your site isn’t offering the user experience the insurance audience expects. This is especially problematic because Google will penalise your site in the rankings.

A great way to organically grow web traffic is through insurance broker local SEO.

Lack of engagement

Feel like nobody cares about your insurance content? Low time-on-site and a lower average number of page clicks per session show that your audience isn’t responding to your content. In most cases, this is where the problem lies, but it could also mean that your insurance platform isn’t optimised for mobile devices.

Learn how to find your target audience as an insurance broker.

Lead generation struggles

Online marketing is designed to create leads that end in sales of insurance policies and other services. If it doesn’t, your online marketing efforts are going to waste.

Review your sales funnel and identify where customers could be dropping off. Pay special attention to landing pages and the percentage of people actually taking the desired action, such as scheduling an insurance consultation.

Poor return on investment

Every insurance marketing campaign should be analysed for ROI. If your ROI is frequently in the red, you can no longer pass it off as a loss leader. Although long-term customers provide more value, if you’re spending £2 to receive £1, it’s a clear sign that your investments are not paying off.

Learn more about PPC marketing for Insurance Brokers.

Toxic brand reputation

Insurance brokers cannot differentiate themselves based on the product alone. What separates one broker from another isn’t what they sell but the experience they provide to their clients. Two brokers may sell identical policies from the same insurance house, meaning they have to separate themselves in some other way.

Focus on cleaning up your online reputation. Look up reviews from your previous customers and concentrate on the adverse feedback you’re getting. It’s easy to dismiss negative reviews, but they are a roadmap to future improvements. Most Britons will look at the reviews before working with a business, so you cannot afford to ignore them.

Pay attention to trends. If you keep getting the same feedback, it’s an indication that something has to change. And no amount of online marketing mastery will make up for an insurance broker offering a poor user experience.

How-to-know-when-your-business-needs-help-with-its-online-performance (1)

At Tao Digital Marketing, we know that managing all the moving parts of online marketing is complicated. Acquiring, interpreting, and acting upon the data can feel like a full-time job while running your insurance brokerage. That’s why we have supported countless insurance agents in achieving online success.

If you’re ready to learn more about transforming your online marketing strategy and measuring success, contact Tao Digital today.

Contact Tao Digital to Transform your Online Marketing Strategy

30/07/2025

Matt Tomkin

Website Design Inspiration for Insurance Agencies

Your website is your insurance agency’s lifeblood. With most people choosing to compare and buy policies online, a great website drives revenue and grows your brand. However, you’d be surprised at the number of agencies that rely entirely on comparison websites to sell their policies.

According to the latest stats, 15.68% of home insurance agencies in England don’t have a website. Not having one actively holds you back, but if you’re planning to create your agency’s digital shopfront, here’s some inspiration to show you what a high-conversion insurance agency website looks like.

Why do insurance brokers need a website?

Insurance websites are a proven gateway to policy sales. According to one finding, 78% of insurance consumers make a call after running a search. If you don’t have your own website, you practically don’t exist to the majority of your target audience in the insurance industry.

If that’s not enough, here are some other reasons why your brokerage needs a website:

Expand your reach.
Build consumer credibility.
Grow your brand footprint.
Increase your conversion rates.
Post higher revenues through more policy sales.

All these reasons combined are the pillars of a lasting insurance brokerage primed to sell more policies and generate larger profits.

Begin your Website Transformation for your Insurance Firm

Best practices for insurance agency website design

Bad design costs sales. Consumers are highly sensitive to poor websites, and they will vote with their feet. According to one study, 60% of Brits abandon five or more purchases annually because of poor web design.

Best practices have transformed over time, but best practices don’t change by industry. If we look at the psychology and expectations of consumers, the basic principles of design remain the same, including:

Simplicity – Don’t add unnecessary elements and risk overwhelming your visitors.
Visual Hierarchies – Site structures should support a clear, logical flow of information.
Navigation – Navigation systems must direct your target audience to what they need quickly. Don’t expect your visitors to persist in the search for answers.
Consistency – Ensure every page is consistent in how it’s designed.
Responsive Design – A considerable number of your visitors will access your site on mobile devices. Responsive design adapts your site’s design to whatever device is being used.
WCAG – Comply with Web Content Accessibility Guidelines (WCAG) to make your site accessible to the differently-abled.

Even with these concepts in place, the only genuine way to discover whether you’ve nailed them is to conduct formal user testing. Listen to what they have to say and adjust accordingly.

Learn more about marketing for insurance brokers.

What should an insurance brokerage website design include?

Every industry has its own conventions regarding design. All good websites focus on how each page and individual element comes together to fulfil their audience’s purpose. Here’s what your brokerage audience expects:

Real images of the team

Insurance doesn’t have to be cold and impersonal. Introduce people to the strength behind your brand by including images of your team with up-to-date biographies. It’s one of the most straightforward ways to differentiate your insurance agency from everyone else’s.

Easy navigation

Wherever your audience lands, they should have a clear path toward the information they need. Whether this is one of your service pages or an informational blog, navigation should be self-explanatory.

Clear testimonials

Insurance brokerages live or die based on their reviews. Showcase the experience you provide by using the words of your current and previous customers. If you already have reviews on third-party websites, like Google and Yelp, show these first with live links to them.

Simple, modern contact form

Make it easy for people to get in touch. Not only should your contact form be easy to find, but it should ask for only the bare minimum of information. Ideally, you shouldn’t need more than two or three fields. Embed a contact form somewhere on every page to reduce friction.

Persuasive calls to action

Too many brokerages create incredible content and then fail to capitalise on it. Your call to action directs your audience to where you want them to go next. Without a firm call to action, the only way they’ll click is away.

Invest the time in A/B testing to discover which ones work best. What works for you won’t necessarily work for another agency. Some examples of calls to action include:

· Contact us now

· Schedule your free consultation

· Sign up for our free newsletter

· Download our ultimate insurance guide

· Follow us on our social media account

Strong, transferable branding

Your brand is your story, and it’s the one thing differentiating your insurance agency from your competitors selling the exact same product. Not only should your brand be unique to you, but it should transfer to every other channel, whether that’s social media, your email newsletter, or even an offline presence.

How SEO works closely with website design

Search Engine Optimisation (SEO) focuses on helping your website rank in Google SERPs for the keywords and phrases your audience is using. But SEO and web design are closely aligned, and a failure in one area will impact the other, which drags the whole thing down.

Google already incorporates certain design elements into its ranking signals because its goal is to rank websites based on the best user experiences. Optimising your design is simultaneously optimising your SEO.

Some of the most common areas in which insurance agencies fall down include:

· Not optimising for mobile

· Not incorporating responsive design

· Low-content pages

· Duplicate content

· Slow loading times

· Lack of accessibility features

All these things don’t just create a poor user experience. They force users to turn away. If Google detects that users are clicking on your website and then clicking away, it’s a sign of a poor user experience, and you’ll be penalised because of that.

Learn more about SEO for insurance firms.

Build your online presence with Tao Digital

Your website is your primary channel for attracting your target audience and converting them into insurance policyholders. At Tao Digital, our knowledge of the insurance business enables us to blend design and functionality to enhance your existing insurance agency SEO strategy.

Check out our Stanmore Insurance SEO case study for an insight into the excellent work we do.

Collaborate with our designers to turn your vision into reality and construct the website that grows your client base. If you’re ready to create the ultimate insurance brokerage website, contact us today.

Contact Tao Digital for Insurance Broker Website Design

30/07/2025

Matt Tomkin

Nailing Local SEO as an Insurance Brokerage

Local SEO targets your audience where they are. What makes it so effective for insurance brokers in the UK is that people searching for terms like “auto insurance near me” are already primed to buy. Snag them and there’s a high chance you can turn them from visitors into paying policyholders.

According to one figure, up to 46% of searches have local intent, meaning if you’re not targeting this type of SEO, you are missing out on a massive audience. With that in mind, local SEO isn’t the same as conventional SEO, which is why you must be aware of the ins and outs of how to target these searches specifically.

Understanding local SEO for insurance brokers

Local SEO is a microcosm of Google’s global search results, meaning you are only competing against those brokers in your area. Reduced competition and a primed audience are the perfect storm for increasing the number of policies you sell.

Rather than being a different marketing channel, it’s a specific application of SEO focusing on a geographical area. Improving your online presence in this area helps you reach your audience more effectively.

Typically, it’s also a more affordable option with a faster rate of return. After all, there’s much less competition for “life insurance in Bolton” than “life insurance in the UK”.

Why ranking in local search results is important for a brokerage

Ranking in local search results is as important as ranking in national results. According to the latest market stats, the UK’s insurance brokerage market is worth £21.5 billion in 2025, which means substantial competition to elbow your way through. Which is why local SEO is vital for insurance brokers.

Some of the benefits of refocusing and taking the time to concentrate on local SEO include:

More Visibility – Many customers start their search for insurance policies with local searches. Growing your local search presence increases the odds that your brokerage will be one of the first brands they come across.
Higher-Quality Leads – Targeted local SEO campaigns hit people who are already looking to make a purchase. The leads you’re bringing in usually aren’t window shoppers, thus giving you a better rate of return on your SEO efforts.
Serve Your Customer Needs Better – The needs of one market aren’t the same as those of another. Creating content targeted at a more local audience enhances your usefulness, allowing you to drive value to your town or county immediately.
Find Your Audience – One of the hallmarks of local SEO is that you’re tailoring your marketing efforts to a particular audience. Moulding your content to the locals helps establish your relationship with these prospects.
Faster Results – UK-wide and international marketing campaigns for insurance brokers take time to take hold, if they ever do. Since you’re fighting on a local front, you’re competing with far fewer people, making it easier to gain traction.

The point is that local SEO makes sense because a huge number of people are performing local searches. With fewer competitors to shift out of the way and fewer costs in generating results, SEO is one of the best moves any insurance broker can make.

Ways of pushing your brokerage locally online

Getting your brokerage’s brand out there doesn’t have to be complicated, but it does take time. This is where you should be focusing your efforts because it’s where your market is. According to one finding, 69% of insurance customers search online before they ever schedule a consultation.

So, how do you go about expanding your local search footprint?

Optimising a Google Business Profile for an insurance brokerage

Previously known as Google My Business (GMB), your Google Business Profile is your hub for everything about your business on Google. Signing up and claiming your profile is free, so that’s the first thing your business should be doing.

The key to a successful profile is accurate, updated information, including:

Business name
Address
Landline number
Mobile number
Business hours
Photos

Note that you can add photos and videos to your profile. It’s a chance to showcase your broker’s culture and introduce your audience to what your brand is all about. Additionally, ensure your location is accurate, so that you appear in the top results there. Investing in Google Map Optimisation is yet another ranking factor that can give you a big edge.

Check back every so often to ensure your information is accurate, or Google will penalise you.

Claim local listings

Google isn't the only listing platform people use in the UK, but Google does use other platforms as part of ranking for local SEO purposes. Whether it’s Yelp, Yell UK, or Bing Places for Business, the information and format of these other platforms are always the same.

Ensure you claim all of these listings and create consistency across the information on each platform.

Target local keywords

Keywords are the heart of any local SEO campaign, just like they are with a general SEO campaign. Go through the same process of researching local keywords and deciding which ones to use.

Examples of keyword options to think about include words and phrases that include:

Your city
Your county
Your country within the UK
Your region
Your area

Generally, any local identifiers can be used to find openings in the market. Don’t assume that “near me” keywords are the only ones that matter for local SEO.

Push for customer reviews

Positive reviews are even more critical for local SEO because it’s proven that searchers will take the time to read these reviews. A study from star rankings on Google Business correlate directly with better search rankings and click-through rates.

Encourage your customers to leave reviews on your profile, but make it easy for them. Give them a QR code, where reviews become a one-click experience. Remember, if you don’t ask, the chances are they won’t bother.

Focus on building local links

Local link building means connecting your insurance brokerage with authority websites relevant to your local area. The principle of backlinks is the same as local SEO, and it’s the legal tender of search engines.

If you’ve already run SEO campaigns, the principle is the same. High-quality backlinks relevant to your business and area will drive your rankings higher. Start by approaching local newspapers and business associations to get started.

Upload localised content

Content with a local angle is another way of dominating those local search rankings. Of course, it must still be relevant to your target market, or you won’t get engagement. Consider what your audience is interested in and relate it to insurance.

For example, if you’re selling private health insurance policies, articles on medical networks, claims, and the leading hospitals in the area are examples of high-quality local content.

We understand that while local SEO is straightforward enough from an abstract viewpoint, the same cannot be said for the implementation. At Tao Digital, we know that you can’t afford to be slogging through local SEO at the expense of serving your policyholders. That’s why we provide access to the UK’s leading local SEO experts who will handle everything on your behalf.

If you’re ready to become the number one insurance broker in your area, contact us for your free consultation today.

30/07/2025

Matt Tomkin

What is a Good Click-Through-Rate for Google Ads?

Google Ads are the fastest way to get to the top of Google’s search results. Ads that feature on Google search are placed above organic search results, meaning paid ads are the first thing searchers see.

Interestingly, most people aren’t automatically turned off by paid search, with 68.2% of UK consumers unaware that Google results are ads. Like any form of paid advertising, there’s a learning curve involved if you are going to master Google Ads.

Naturally, the click-through rate is one of the most essential parts of Google Ads. In this guide, we discuss what a good click-through rate is and how to improve it.

Understanding Click-Through-Rate (CTR) on Google Ads

Your CTR is measured by a ratio of clicks to impressions. In other words, it’s the percentage of people who click on your ad after seeing it. For a marketer, it’s a measure of how relevant their ad is and whether it’s compelling enough to encourage people to click.

With search advertising in the UK rising to £14.7 billion in 2023, the market has never been more competitive, making CTR more relevant than ever. Some of the reasons why CTR matters include:

Impacting the cost of your campaigns.
Influences the effectiveness of your campaigns.
Lowering your Cost-Per-Click (CPC).
Generating more conversions.

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In short, a better CTR translates to a more effective campaign and more visitors to your site, where you can then convert them into paying customers.

How the CTR of Google Ads differs depending on the industry

CTR differs heavily by industry because every industry has an entirely different audience. The strategies that work for insurance brokers won’t work for travel agencies, as every audience responds to different marketing triggers.

If we use a WordStream study of industry CTR rates, we can see that the standout industries for average CTRs in 2024 are:

Arts and Entertainment – 13.04%
Sports and Recreation – 9.66%
Real Estate – 9.20%

In contrast, they found that the lowest CTRs were in the legal industry and dental services, with CTRs of just 5.30% and 5.38%, respectively. Overall, these rates have increased significantly over the past five years as Google includes more ads above the fold.

But it’s vital to mention that Google itself doesn’t release comprehensive figures on average metrics. That’s why average CTRs tend to vary heavily based on which company conducts the study, so take all numbers with a pinch of salt.

We’ve also written blogs on facebook ad CTRs, and Google Search Console CTRs.

What factors influence Google Ads CTRs?

The key to a successful CTR is producing the right ad for the right audience. The principle of great advertising doesn’t change based on the channel. But how does Google evaluate your ads, and what results in your CTR?

Relevance – Does your ad match user intent and use the right keywords?
Keywords – Are your keywords relevant to your target audience?
Position – Is your ad in the top position?
Extensions – Are you utilising callouts, links, and snippets to improve your ad’s appeal?
Copy – Is your ad copy encouraging searchers to click and find out more?
Experience – Does your landing page effectively match the promise made in your ad?

You likely recognise these factors from other marketing channels, including social media, and that’s because they are the pillars of what makes a successful ad.

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What is a good click-through rate for Google Ads?

A “good” CTR depends on your industry. The traditional advice was that anywhere between 2% and 5% translated to a successful ad. However, this is only a general rule of thumb, and you must conduct your research to determine what’s “good” for your industry.

Start by deciphering the average rate. Anything above the average would be considered a good CTR. Below-average CTRs indicate that your ad either isn’t relevant or compelling. In other words, you’re not fulfilling the expectations of your target market.

Ways to improve Google Ad CTR

Google Ads have immense potential for driving results and helping you to grow your business. On a global scale, businesses that spend $1 on Google Ads see a return of $2, making mastery of this advertising channel one of the most impactful assets your company can have.

But how do you improve your CTR? Here are some starting points for boosting this metric:

Reassess your keywords

Focus on your target keywords. Your ad copy should closely align with the search terms your target market uses. Consider search intent and whether your ad matches up with what your audience wants. You can use Google Search Console to find the right keywords.

One avenue to explore is negative keywords. Instead of targeting specific keywords, you’re excluding specific keywords to prevent random clicks. It’s another tactic for refining your target audience that so many marketers miss out on.

Write better copy

Written copy must grab your audience’s attention in a few seconds. If it doesn’t, their eyes will move further down the page to your competitors. Think about whether your headline grabs their attention and whether it’s persuading them to click.

Don’t forget about ad assets

Ad assets on Google Ads are things like structured snippets, callouts, and site links. These extra media assets can improve visibility and offer extra information to provide additional value to searchers.

A/B testing

Rarely will an ad be an instant hit. The most effective marketers are constantly testing and retesting every aspect of their ads to see which performs best. Crucially, they’re doing this even when they have a successful ad.

Concentrate on aspects like:

Headlines
Ad copy
Images
Landing pages

Rework your landing page

Your landing page is part of the package. If people are clicking and immediately clicking away, Google will recognise this and penalise you, assuming you’re providing a poor-quality experience.

Effective landing pages are user-friendly and engaging and ultimately follow through on the intrinsic promises made by your ad.

Ultimately, a successful paid advertising campaign on Google consists of moving parts working together to help your business find its target audience. With so many aspects of profitable online advertising, it’s easy to feel overwhelmed.

At Tao Digital Marketing, we’re the specialists in helping UK firms across a variety of industries reach their target audience. If you’re ready to elevate your Google Ads campaign and turn traffic into conversions, contact us to find out how we can create a bespoke campaign for you.

30/07/2025

Matt Tomkin

PPC Basics for the Insurance Industry

Watch TV or browse the web, and it feels like insurance companies are everywhere. In this hyper-competitive market, it’s necessary because it’s both high-volume and high-revenue. And that means utilising every channel available to gain an edge.

Pay-Per-Click (PPC) advertising is one of the most powerful tools in your arsenal in this growing market, and one of the best digital marketing tools for law firms. According to one study, the PPC industry has risen by nearly 9% per year for the past five years, to achieve a market value of £21.7 billion.

Mastering PPC gives you a weapon to reach your target audience and maximise your revenues. Here’s what you need to know about PPC and how it works in the UK’s insurance business.

What is PPC for the insurance industry?

PPC advertising is a strategy where an insurance provider or agency bids for a target keyword, and each time a lead clicks on that Google search link, they’re charged for each click. How much each click costs depends entirely on the competitiveness of that keyword.

The point of PPC is to take advantage of search traffic and convert people as they visit your website. When done correctly, it can drive enormous amounts of revenue because 65% of people who click on PPC are actively looking to make a purchase.

The types of PPC strategies for insurance brokers

Insurance brokers seek keywords that yield the most results for the lowest possible cost. The goal is always the same, but refining your strategy is the tricky part. Generally, there are five major areas insurance agencies should focus on:

Keyword Targeting – Uncovering the keywords relevant to an audience with high-purchasing intent, while not being so competitive as to be too costly to run PPC ads on.
Ad Copy Optimisation – Creating clear, compelling copy that gets people to stop scrolling and click. Of course, your ad copy must reflect what they’ll find on your landing page, or they’ll click away.
Advanced Targeting – Using advanced targeting techniques, like geographic targeting and remarketing, to bring in people who actually convert, rather than just window shoppers.
Bidding Strategies – Manual bidding allows you to control budget and spending, but automation also plays a role. Refining your bidding strategies to achieve specific goals, like conversions, Return On Ad Spend (ROAS), or Cost-Per-Acquisition (CPA).
Landing Page Optimisation – The perfect PPC ad is irrelevant if your landing page is ineffective at convincing people to purchase an insurance policy. Tweaking with the elements on your landing page is key to not undoing all the good work you’ve done on refining your PPC ads.

Success is ultimately measured by the number of insurance policy purchases people make when clicking on your ads. What works for one insurance brokerage won’t necessarily work for yours, which is why A/B testing and constant monitoring are pivotal to your success.

How much should insurance brokers be spending on PPC?

It depends on how ambitious you are and what you want to achieve. Likewise, your geographical market and the type of insurance you’re selling will define how much you have to spend to gain traction.

However, it’s worth mentioning that although you can run PPC ads for as little as five cents per click, insurance is the most expensive industry to target. A study of the U.S. market found that insurance keywords averaged at $54.91 per click, and it’s all down to the immense spending of the big insurance companies.

The main benefits of PPC for insurance brokers

Insurance brokers stand to open up a whole new channel when integrating PPC into their ad mix. Some of the main benefits include:

Increased visibility
Enhanced brand awareness
Ultra-precise targeted advertising
Cost-effective lead generation
Quick results

The-main-benefits-of-PPC-for-insurance-brokers-(content)

Of course, there’s a steep learning curve to PPC. Blunder around and it’ll eat up your budget quickly, which is why insurance agencies choose to hire PPC experts to set up and run their campaigns. Tao Digital offers a number of marketing packages for insurance brokers.

Setting up a PPC campaign for an insurance brokerage: The basics

Creating your first insurance PPC campaign is simple enough. The difficulty is in refining it. If you’re new to PPC campaigns, here are the basic mechanisms for building your first campaign:

Decide on your goals (lead generation, brand awareness, quote requests, etc.)
Identify relevant keywords. The Google Keyword Planner is an ideal tool as a starting point.
Create your ads that highlight your selling points and fuel clicks.
Build dedicated landing pages to convert visitors and accurately track your results. Ensure that it matches the content of your campaign and ad.
Set up a budget that makes sense for you. Too low and your ads won’t appear. Too high and you risk overspending.

Although it sounds simple, the complexity of PPC ads is in testing and ensuring that your returns measure up with your spending. Like all types of ads, there’s a learning curve, so start small and scale up as you start to see results come in.

Tracking the results of an insurance broker PPC campaign

Switch on analytics and enable conversion tracking with your first campaign to see what’s working and what isn’t. It will tell you more about where you should be allocating your budget and what resonates with your target audience.

Tracking is also the key to effective A/B testing because it will tell you where to make adjustments, whether to your ad or your landing page. Plus, as you get more experience, you can begin using tracking to drill down into different metrics, such as audience demographics, location, and more.

Without tracking, you’re essentially taking a shot in the dark every time and hoping for the best.

Insurance broker PPC with Tao Digital

PPC ads are among the most powerful advertising tools for the insurance industry, but they’re also highly competitive and difficult to master. If you’re going to dislodge the competition and make a profitable return on your ad spend, you need the touch only a professional can bring.

At Tao Digital Marketing, we have the experience to steer you through the growing pains of PPC ads through our PPC management and start generating results for your insurance agency quickly. If you’re looking for a bespoke strategy that drives growth, contact the Tao team to learn more about how we can support your brokerage now.

30/07/2025

Matt Tomkin

How to Find Your Insurance Broker’s Target Audience Online

The bedrock of all marketing is identifying your target audience and promoting directly to them. If you’re not capturing your target audience, any traffic you gain is from people who aren’t going to buy your insurance policy in the first place.

Insurers spend countless millions on not just finding their target audience but consistently repositioning their insurance marketing campaigns to avoid them slipping away. So, what do you need to know about finding your target audience?

Why finding your target audience online is crucial

Many marketers have no idea who their target audience is, and certainly don’t have high-quality data on them. According to one marketing survey, just 65% of marketers said they possessed high-quality data on their target markets.

Discovering who your target audience is and where they are is critical to the success of any brokerage, and here’s why:

Increased marketing effectiveness through targeted campaigns.
Knowing what makes your target audience tick.
Building authentic customer relationships.
Providing personalised experiences.
Improve your marketing ROI by reducing wastage.

Ultimately, the more you know about your target audience, the more it will inform your decision-making, and that only leads to a more profitable marketing department for your brokerage.

Find out about the best practices for insurance broker digital marketing.

What is the typical target audience for an insurance broker?

Your typical target audience is the one that your services target directly. The good thing about insurance is that the relationship is as straight as an arrow. Your ideal client is the one directly served by your product.

For example, if you’re a car insurance broker, your target audience is obviously someone who owns a car. If you’re selling convenience store insurance, your audience is convenience store owners.

Of course, it’s more complex than that. Someone looking for car insurance might be looking for comprehensive insurance if they have a family. In contrast, young drivers who have just passed their tests usually just look for the cheapest policy.

The challenge for insurance brokers is continuing to align their products with an audience whose needs are constantly changing, and that’s where so many brokers start falling short.

How to define and segment the target audience for a brokerage online

Due to the strength of the UK market in general, insurance brokers have an enormous market to choose from nowadays.

For example, did you know that 43% of SME insurance policies are now purchased through brokers, rather than through insurers?

Taking advantage of this means defining who your target audience is and segmenting your campaigns to better speak to the individuals within that audience. Here’s a breakdown of how to do it.

Define what your target customer is like

Before you begin your insurance content marketing strategy, or any other kind of insurance marketing approach, list the characteristics of your ideal customer. These are customer personas, consisting of pre-established ideas of who your perfect customer is. Much of this will depend on the products your brokerage sells.

For example, you might be targeting policies at a specific socio-economic background or a particular part of the UK. Likewise, your policies may be tailored to those with a specific issue.

The idea at this stage is to build those personas, so that you have your perfect customer and any marketing campaign will be aimed at those who’re 100% interested in what you’ve got to offer.

Deciding on target customer values

The same market can have customers all with different needs. You can’t answer every need, so you have to consider those needs you can serve.

It might be that your brokerage specialises in affordable, low-cost policies. Alternatively, you may be someone who wants to stand out through the strength of your customer service. Likewise, other parts of your audience may prefer brokers with strong automation and tech-powered services.

So, what does the customer want that your insurance firm provides?

Talk to your customers

The quantity of spending means nothing if you aren’t pushing the right buttons. With insurance companies spending up to 10% of revenues on marketing, this is something you must get right immediately. Take the time to speak to your customers to find out what buttons you have to push to get them to buy.

You’ve got multiple sources of information here:

Previous customers
Current policyholders
Prospects speaking to you for the first time

Talk to them about their experiences, what they like, and what they don’t like. Yes, it’s a data-gathering exercise, but it also has the dual benefit of showing how much you care about your customers.

Establish key segmentation criteria

All marketing can be parsed down to data. The more data you have, the more accurate and reliable your insights will be. It’s an ongoing process that should be regularly reviewed and interpreted to confirm that your insurance marketing direction remains relevant.

Most insurance brokers will have several ideal customer personas. You can’t hit everyone at once, so building tailored campaigns for each persona is crucial. Let’s start with different segmentation criteria:

Demographics – Age, gender, income, occupation, education
Geographic – Location
Psychographics – Interests, values, personalities, attitudes, lifestyle
Behavioural – Previous purchases, web visits, social media channels, communication channels, purchase frequency

Establish-key-segmentation-criteria(content)

Countless tools exist to automate this process and draw trends from your current and previous customers.

Target, deploy, and test

The final step is to build your marketing campaigns based on the data you have. It’s an ongoing process, and you shouldn’t expect every insurance campaign to lead to a whirlwind of policy purchases.

Creating highly targeted campaigns based on your segmented audiences means implementing robust A/B testing. Over time, you’ll gradually find out which elements have the most impact, until your returns start to improve.

Build an online growth strategy with Tao Digital

Finding your target audience, segmenting it, and then creating campaigns that make an instant impact on your bottom line is a long-term process that insurance brokers spend thousands on. It’s an in-depth process that takes away from the work of serving your customers and running your business.

At Tao Digital, we support the UK’s insurance brokers in connecting with their target audience wherever they are. With the help of our marketing experts, we’ll accelerate the process and ensure that every pound spent counts. To learn more about how we can help you reach your people, contact us and let’s have a chat.

What’s a Good CTR for Emails?

Is your email marketing campaign succeeding or failing? Everything’s relative and the same goes for your newsletters. Having some numbers to compare determines whether you’re reaching your potential.

Click-through rate (CTR) is one of the defining metrics of email marketing, and with 81% of businesses using CTR as a core marketing strategy, this is something you must focus on. Today, we’ll explore CTR, what a good number is, and how to improve it.

What is click-through rate (CTR) on email?

Your CTR measures how many people click on something within an email. It could be a hyperlink, contact form, image, or a CTA. Some emails may even have more than one thing to click.

The precise calculation is done by dividing the number of clicks within an email by the number of people you sent that email to in the first place. You can also find your Click-to-Open-Rate (CTOR) when you divide the number of opens by the number of clicks.

What is the average click-through rate for email?

The average CTR depends on your industry, with significant variations between each. According to MailerLite, the average email click rate across every email campaign was 2%, but they also found that average rates ranged from 0.77% to 4.36%.

Don’t forget that most stated figures are often linked to specific platforms or industries, potentially giving a distorted view of the average.

What’s a good email click-through rate?

Defining what’s good requires choosing your industry and comparing your numbers to your competitors and the overall industry average. According to ActiveCampaign, they consider a good CTR to fall between 1% and 5%, with anything above 3% considered to be a good return.

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Is CTR an important metric to track in email marketing?

CTR is not just important, but one of the most important metrics to track. Strong CTRs indicate that you’re sending relevant and engaging emails to your audience. Businesses with high CTR percentages are more effective at using email to drive traffic to their websites, products, and other destinations.

On the other hand, a low CTR shows that there’s something wrong with your messaging, target audience, or design. Keeping track of this metric tells you whether there’s room for improvement.

Essentially, CTR is important because it tells you whether your emails are doing their job. If people are opening your emails and clicking away, you’re not holding their attention.

Factors that impact the click-through-rate on emails

Not achieving the CTRs you expect? It could indicate any number of problems with your emails. Remember, you’ve already got someone to open your email, so you’re trying to answer why people aren’t following through on what you want them to do.

Examples of factors impacting your CTR include:

Target Audience – Are you providing content that your target audience actually wants?
Subject Line – Does the content of your email follow through on the promise made in your subject line?
Call to Action – Many businesses don’t provide a direct call to action and may only have a couple of hyperlinks. Readers will only click away if you don’t have a call to action – or it’s a weak one.
Content – Is your email content engaging enough to encourage people to keep reading and take action after they finish?
Design – Emails don’t just have to be walls of text. To make your communications stand out, you can incorporate extra design elements, including pictures, videos, fonts and colours. Is your design leading people toward taking action?

If only CTR were as simple as these five elements. Many businesses don’t go any deeper, but there’s evidence that minor elements like:

Device optimisation
Sending time
More intricate audience segmentation
Link position
and link evidence;

…can also have an enormous impact.

Ways of improving email CTR

Email marketing isn’t effective if you can’t get your audience to engage. CTR is just one of several metrics indicating that your audience is interested in what you say. Let’s run through how to get more of your mailing list to click through on your emails.

It doesn’t matter how interesting your content is if it isn’t relevant to your audience. Assuming you’ve already got a curated list, it’s time to segment them. List segmentation lets you split your audience into different categories by issues like:

Age
Gender
Location
Previous purchases
Past interactions

One-size-fits-all email won’t have the same impact as sending newsletters to specific audience segments.

Most people don’t read but scan. Think about how quickly you read an email or a webpage. It takes grabbing the audience to get them to stop and read.

Design your emails to be easily scannable, highlighting your CTA and anywhere else you want them to click. Here’s a crash course on the principles of highly scannable emails:

Put the most important information at the top.
Rely on subheadings.
Shorten your paragraphs and use lists.
Supplement with images.

Above all, don’t risk confusing your readers by adding multiple CTAs. Make each email relevant to one subject. Guide your readers toward one specific destination.

Imagery doesn’t have to feature in every email, but visual elements make a difference. It’s no secret that images and videos are more engaging than plain text.

Incorporate some high-quality imagery (not fillers) to break up the walls of text and keep your audience’s eyes where you want them.

The 2020s is the decade of personalisation. Generic experiences are out, and bespoke ones are in. According to one study, personalised content improves email CTRs by a whopping 39%. After all, people want to be names, not numbers.

The key is dynamic content. The art of dynamic content is automatically swapping images and text based on the data you already hold on the recipient. In other words, it’s a form of automated segmentation.

Thankfully, most popular email marketing platforms already have features and functionality for hyper-personalised email marketing campaigns.

It all comes down to testing. Split testing still has an essential role in allowing you to incorporate new elements and eliminate what isn’t working. No business can achieve the perfect mix every time without constant testing. Test more, and your email performance will improve over time.

The problem is that testing takes time, and the chances are you don’t know where to start. Let the experts take control rather than crawling around in the dark, hoping to find what works.

At Tao Digital Marketing, we’re specialists in helping you find and connect with your target audience. To learn more about how we’re supporting UK businesses to succeed in a highly competitive market, contact us today.

Important Facebook Ad Metrics to Track

Facebook ads are amongst the most powerful marketing tools available to you. With Facebook boasting 2.11 billion daily active users globally, it’s one of the strongest platforms for marketing your products and services.

Like any type of digital ad, you can’t “set it and forget it” and expect to make a positive return. Instead, you’ve got to monitor and optimise to ensure they’re reaching your target audience and encouraging them to act.

Today, we’ll discuss the most important Facebook ad metrics to track so that you know where to concentrate your efforts.

What are Facebook ad metrics?

Facebook ad metrics are different ways of measuring the performance of your ad campaigns. They’re quantitative measures that let you measure different aspects of your ads. In terms of Facebook marketing, they’re your most effective data sources for tracking whether your ads are achieving their goals.

Technically, there are hundreds of metrics, but not all of them will be relevant to you. It’s critical to focus on which metrics matter most to your business if you’re going to maximise your ROI.

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Why is it important to track Facebook ad metrics?

Tracking and analysing ad metrics provide your most accurate overview of how your ads are performing in key areas. They tell you if:

Your ads are being shown to your target audience.
How your target audience responds to your ads.
Whether they’re engaging with your ads.
Whether your ads are profitable.

Regularly tracking ad metrics provides a benchmark for determining whether your ad spending leads to a positive result. They also let you track their performance over time as you tweak and change your ads.

The most important Facebook ad metrics to track

According to the latest numbers, all UK businesses have a potential Facebook ad reach of nearly two billion users. In other words, you’re certain to find your target audience, but it’s the metrics that tell you whether your marketing campaign is achieving its goals.

Regardless of the business you’re running, there are five core metrics that should feature as part of every campaign.

Frequency measures how often the average user will see your ad. If someone sees your ad once, this would be a frequency of one. However, just because a target audience sees an ad multiple times isn’t necessarily a bad thing.

Some people need to see your ad multiple times before they’ll interact with it. However, if your frequency is too high and your engagement is low, the ad isn’t resonating with that audience. It could be that the targeting is wrong, or the ad simply isn’t interesting enough to interact with.

The CPC metric focuses on how much you get charged when someone clicks on your ad. That’s because Facebook doesn’t charge you to show your ad, but you’re charged each time someone clicks it.

Ideally, you want the lowest CPC possible because if you’ve got a low CPC, you can show your ads to more people. It’s also key to your ROI because if you’re selling a low-ticket product with a high CPC, advertising is probably costing you more than it’s bringing in.

What a good CPC is often depends on your industry. For example, if you’re selling a product worth thousands of dollars, it’s perfectly fine to have an above-average CPC because the value of your product is so much higher.

For example, if you’ve got a CPC of $1 on an ad marketing a product worth $10,000, that’s pretty good if your conversion rate is high enough. On the other hand, a $1 CPC on a $50 product means you should probably terminate that ad immediately.

Your facebook ads CTR is the ratio measuring how many people see your ad against how many people click.

For example, if you’ve got a CTR of 1%, it means only one person out of 100 clicks on your ad. A poor CTR indicates that your ad isn’t compelling enough to encourage action or you’re marketing to the wrong people.

Your conversion rate measures how many people click on your ad and perform a desired action. What counts as a conversion depends entirely on the purpose of your campaign.

Examples of conversions could include:

Signing up for your email list.
Visiting your website.
Liking your page.
Buying a product.
Filling out a contact form.
Scheduling a free consultation.

Note that what’s considered a good conversion rate depends on your industry.

ROAS is essentially just a fancy way of saying ROI. What’s the financial return on your Facebook advertising strategy?

It compares how much you’re spending on Facebook ads with how much your marketing campaign is generating for your business. A lower ROAS indicates that you’re probably overspending on your advertising for the results you’re getting.

Like the other metrics above, a cause of a low ROAS could be a targeting issue, a creative problem, or even a structural issue with your business’s products and services. It might even have nothing to do with your Facebook advertising approach but your website and its landing pages.

What is the most important metric in Facebook ads?

No single metric stands out from all the others because every metric has its place in creating engaging marketing campaigns. If you absolutely have to choose, you would say ROAS is the most important metric because it denotes whether you’re gaining a profit through your ads.

However, we can go through each metric to uncover problems during the optimisation process. Here’s where the value in each of the five metrics lies:

Frequency – Is my ad resonating with my target audience?
CPC – Am I targeting the right audience?
CTR – Is my ad engaging enough to cut through the noise and encourage action?
Conversion Rate – Does the place a visitor lands fulfil the promise of the ad?
ROAS – Have I created a viable Facebook advertising campaign?

As you can see, every one of these metrics has its place in the funnel. Remember, there are multiple steps between someone seeing your ad and then converting. It means seeing your ad, engaging with your ad, visiting your landing page, and then actually taking action, which then links all the way through to an eventual purchase.

Nailing Facebook ads is tricky, and there are no guarantees of success, but getting it right propels your business into its next growth phase. Hiring a professional Facebook ad marketing agency enhances your chances of success while enabling you to focus on your core business functions.

To learn more about getting started with Facebook ads, contact Tao Digital Marketing today.