Google Compare is shutting down – insurance marketing must act now
Digital insurance marketing now has an opportunity
Despite a name change, it would appear that old habits die hard at Google/Alphabet, with the announcement that the Google Compare service will be shuttered on March 23rd. The company has a long history of terminating products at short notice – even those that are wildly popular, like Google Reader.
In the case of their finance and insurance comparison engine, however, it seems as though Google Compare was much less popular than had been hoped. So almost a year to the day after it was launched, Compare will become just another Google experiment.
Google Compare always struggled to get buyers or vendors on board, leading to the lower than expected sales figures. But despite this, the service created an additional layer of distraction to potential customers searching for insurance. The appearance of yet another comparison service embedded into search results often prevented customers scrolling any further down the page to view organic links.
Unless of course your business was partnered with Google Compare.
The death of Google Compare is a good thing for marketers
When Google Compare does shut at the end of March, the extra clutter at the top of the search results page will disappear once more. More importantly, organic results (and the new paid search listings) will be easier for shoppers to see.
Ultimately, the death of Google Compare means you have one less competitor to fight for market share. Particularly when insurance aggregators are already decimating the market.
The fact we know when Google Compare is closing, gives marketers a limited window of opportunity to get their campaigns ready to capture customer attention from March 24th. Inbound and link building campaigns take time to gain momentum, so marketers will need to use the next month wisely in order to take advantage of this opportunity.
Over the next few days, we suggest you do a number of things:
Find an inbound partner
Because this window of opportunity is relatively narrow, partnering with an inbound expert will help shorten the time needed to start a campaign. Looking further forward they will also be able to help you lay the groundwork for a new inbound approach to marketing.
Assess your paid advertisement options
Many shoppers still begin their purchasing journey with a search on Google, so you need to ensure your products and services are visible there. Google has recently added a fourth paid listing at the top of each page (with a further three at the bottom), reducing the visibility of organic results. You must seriously consider how to add paid ads to your marketing campaigns now, and further into the future too.
Increase your brand coverage
Even if they are not actively searching for insurance, it pays to promote your brand and services on a regular basis. Consider where and how you can promote your brand without being too salesy – social media may be a good place to start. Again, your inbound marketing partner should be able to assist.
To learn more about inbound marketing, and to take advantage of the death of Google Compare, please give us a call. But you’d better be quick, the clock is ticking!