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       #Post#: 91--------------------------------------------------
        The top advertisers in the vertical as a whole
       By: payel Roy Date: August 30, 2023, 3:47 am
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       Are US carriers -- State Farm, Progressive and Geico -- spending
       a combined sum of $110 million in 2011. The keyword landscape
       for the car insurance vertical is relatively dense. A vast
       majority of searches occur across 10-20 generic terms (ie - “car
       insurance,” “auto insurance,” “cheap auto insurance,” “auto
       insurance quotes,” etc). This is an important point because it
       helps explain the relatively high market CPC of car insurance
       keywords versus other verticals. All of the major advertisers
       are in the auction for a large majority of searches.
       Resulting in higher prices. The top spot for head term searches
       can reach CPCs well over $40. The overall average revenue/click
       for Google is probably somewhere around $30. Having run run
       similar experiments with carrier click listing ads using SEM
       traffic, I can confidently assume that the click velocity
       (clicks per clicker) is around 1.5. So the Phone Number Data
  HTML https://dbtodata.com/phone-number-data/
       average revenue per
       searcher who clicks is probably somewhere around $45 for Google.
       Now, let’s speculate on Google’s potential revenues from
       advertisers in a comparison environment. Carriers’ marketing
       allowable is approximately $250 per new policy. When structuring
       pay-for-performance pricing deep in the funnel (or on a
       sold-policy basis), carriers are unlikely to stray from those.
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       182.png
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       Fundamentals. In a fluid marketplace higher in the funnel (i.e.
       Adwords PPC), they very often are managing to a marginal cost
       per policy that far exceeds even $500 (see $40 CPCs). While it
       may seem like irrational behavior, there are two reasons they
       are able to get away with this: a) They are managing to an
       overall average cost per policy, meaning all direct response
       marketing channels benefit from “free,” or unattributable sales.
       With mega-brands like Geico, this can be a huge factor. b) There
       are pressures to meet sales goals at all costs.
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