November 2021 Summary
This Novembers focus was Google Ads and covered several other areas of development as well.
Market and Industry Research.
Conceptualizing the InsuredTY Internship experience.
Landing Page Research and Development.
Thanksgiving Facebook Ads.
Onboarding New Employees.
Google Ads
This month we launched two Google Ad campaigns with a total budget of $10. One campaign focused on Rockville and the other on all of the US. The All-US campaign had two ad sets, one general one linked to our “Family Landing Page” and another focusing on Tim Yang the agent which was linked to a “Zillow Landing Page” for Tim.
These ad campaigns required learning the following topics:
Using google tags manager to monitor conversions.
The current status of our ad campaigns is as such:
As a result of these campaigns we realized we need to learn more about optimizing for conversions and landing pages which became the focus of a research project later in the month.
2. Market and Industry Research
In light of our challenge generating viable leads and in preparation for the onboarding of new employees we did some in depth research about how the big insurance companies generate leads and compensate employees (such as Transamerica). We discovered that many companies pay little to no salary and motivate agents to contact their immediate circle to earn commission. Most of the companies offer comprehensive training and a support network of experienced agents to draw from. This combined with the companies reputation is often enough to bring in new agents and leads. That said many agents leave discouraged after spending time and money but seeing no results and destroying relationships.
3. Conceptualizing the InsuredTY Internship experience.
In light of our industry research we decided to adopt a novel approach of a paid internship with a primary goal of lead generation. To prepare for this internship program we researched how to conduct a successful internship program from hiring through onboarding and training until completion.
4. Landing Page Research and Development.
As a follow up to our experience with google ads, we decided to do more research into how to create optimized landing pages that convert better. We wrote about the principles for increasing conversion rates as well as case studies of landing pages in the industry. As a result of this research it is quite apparent that we need to experiment with different offers and landing page designs to find something that works.
5. Thanksgiving Facebook Ads
To take advantage of buying and family sentiments of the holiday season we ran a spontaneous Thanksgiving ad campaign of Facebook.
6. Onboarding New Employees
This November we brought on two new Marketing/Sales interns who are pioneering our new internship program. We prepared an article about our product to help with their training.