All state Insurance

At Allstate, my focus is on providing lead for the distribution force, so I lead all merchandising strategies that are incidental. I' m also in charge of the Market Research group, which monitors the effectiveness of our market research spending. CZ: What are the current insurance market drivers and how do these drivers affect your PPC management approaches and your PPC strategies?

FJ: The insurance sector is currently under pressure from deductibles due to higher premium rates as a consequence of higher damage expenses due to bad weather conditions and frauds. Increased rewards often drive consumer shopping, enabling PPC to be used by publishers to create new contacts.

Which are the cornerstones of a PPC success story that ensures publishers achieve their return on investments, regardless of budgets and industries? FJ: At a basic stage you need to set clear objectives for the drive - how do we know if the PPC project was a success?

" However, even if you set these targets, it is all the more important that the merchant decides how this achievement is judged. At Allstate, for example, one of our objectives is to make telephone conversations to our representatives, so we gauge the conversations by matching the number.

Finally, make sure that all parties (internal or external) agree with the method of measuring and attributing. CZ: What are some of the most frequent PPC errors that marketing specialists make and what can they do to prevent them? FJ: The major error marketing specialists make on PPC is not to look at all the dates to optimise their campaign.

Distributors should benchmark metrics at the regional scale in order to gauge their effectiveness in meeting their targets. FJ: I want to make sure that everyone who participates comes back with some new thoughts and thoughts that they can put into practice to manage their PPC campaign more effectively. So my slides will be a top ranking listing of marketing professionals' opportunities to increase business outcomes.