Auto insurance state and zip submits
- Thread starter rainman27
- Start date
Well as always there's more to the story.
So 90% of these were just backed out with Surehits cpc feeds.
Surehits changed there click scoring algorithm around 3-4 weeks ago. Before it was click to lead fill was how they rated the quality of the click.
Now they're doing click to contract as the scoring algorithm.
As a result from what I hear click prices have dropped from 10$ per click to 2$. Hence everything going to shit
So 90% of these were just backed out with Surehits cpc feeds.
Surehits changed there click scoring algorithm around 3-4 weeks ago. Before it was click to lead fill was how they rated the quality of the click.
Now they're doing click to contract as the scoring algorithm.
As a result from what I hear click prices have dropped from 10$ per click to 2$. Hence everything going to shit
Well, what did everyone expect when running front-ends saying "Auto Insurance From $9"? You give shit, you get shit. The leads are weak? You're... wait, in this case, the leads were weak. Surehits has worked with the other model for years without issue...Well as always there's more to the story.
So 90% of these were just backed out with Surehits cpc feeds.
Surehits changed there click scoring algorithm around 3-4 weeks ago. Before it was click to lead fill was how they rated the quality of the click.
Now they're doing click to contract as the scoring algorithm.
As a result from what I hear click prices have dropped from 10$ per click to 2$. Hence everything going to shit
Well as always there's more to the story.
So 90% of these were just backed out with Surehits cpc feeds.
Surehits changed there click scoring algorithm around 3-4 weeks ago. Before it was click to lead fill was how they rated the quality of the click.
Now they're doing click to contract as the scoring algorithm.
As a result from what I hear click prices have dropped from 10$ per click to 2$. Hence everything going to shit
are they paying more for better quality now?
My avg. eCPC for the past 2 weeks has been above $7 with SureHits? Maybe SH targeted certain pubs with the lower CPC?
Actually I don't know that it has anything to do with this. The whole model was broken from the start, insurance companies were just looking at a metric that could easily be misleading. That being click to lead. Not click to policy.
They decided to track click to policy and that's what brought the metrics down.
If anything the zip to cpc page was good traffic for them. However people started putting the cpc feed after full for leads. And 30% of people or so would click through. Now they're getting a call from all the full lead brokers as well as the companies cpc ad they clicked through and filled out the form.
Don't "ass-u-me" will get you into trouble almost everytime
Misleading ad copy is a big part of the problem, but the larger issue is customer intent.
When someone is surfing tmz, facebook, or similar sites, they are not actively looking for car insurance (usually). Your ads might catch their attention, get them to enter their zip, and even get them to complete the quote. However, most of the time those people are not going to buy a policy on the spot, since they are more in a browsing mode.
On the other hand, the traffic we see from organic, ppc, and similar sources is much higher quality because of the intent behind the search. These people are actively looking for car insurance and are ready to buy if they find the right deal.
I have many publishers that are still making $12+ per click and some that are doing high $X,XXX per day or even more. The model is not flawed, your traffic just needs to be more targeted to customers with higher intent.
Misleading ad copy is a big part of the problem, but the larger issue is customer intent.
When someone is surfing tmz, facebook, or similar sites, they are not actively looking for car insurance (usually). Your ads might catch their attention, get them to enter their zip, and even get them to complete the quote. However, most of the time those people are not going to buy a policy on the spot, since they are more in a browsing mode.
On the other hand, the traffic we see from organic, ppc, and similar sources is much higher quality because of the intent behind the search. These people are actively looking for car insurance and are ready to buy if they find the right deal.
I have many publishers that are still making $12+ per click and some that are doing high $X,XXX per day or even more. The model is not flawed, your traffic just needs to be more targeted to customers with higher intent.
Sean, you are correct. Your new model is not flawed, and it respects and rewards higher quality traffic sources as it should. We're one of the advertisers that saw a large boost to quality score and CPC rates.
However what i'm wondering here is, do you guys cap total earnings for certain publishers per day ?
And do you have any publishers doing over "$X,XXX" per day ??
I really don't see why anyone would want to run a zip submit someone else owns. Why wouldn't you just create it yourself? Its not that difficult to get into Surehits or BrokersWeb if you just want to do a marketplace style, and getting with a good lead broker isn't that hard either if you want to get on a broker's tree.
The same thing that is happening with insurance right now is going to hit payday loans. I'm betting in a year or less real time lead buying isn't going to exist, and its all going to go to a funded loan model.
The same thing that is happening with insurance right now is going to hit payday loans. I'm betting in a year or less real time lead buying isn't going to exist, and its all going to go to a funded loan model.