Alright, it’s quite obvious that these Insurance Companies are spending tons of money on these very entertaining TV commercials and we can all agree that they have succeeded in cementing their brands into our subconsciousness. However, I was interested in seeing how these companies compared in the PPC World and what I found was pretty surprising. In fact, it appears that these Insurance Companies are putting a ton more money in PPC now than in any other years. Let’s discuss
As you can see in this screenshot provided by my friends over at Spyfu.com, the insurance company(s) State Farm, Geico and Progressive have some strong competition going on in terms of keyword coverage. Statefarm provides the largest amount of keywords, while Geico and Progressive are similar. However, it’s hard to imagine that (3) different advertisers are bidding on over 253k+ of the same terms, yet as you will see shortly, their respected budgets are far more different.
Geico Dominates Adwords Spend:
This chart tells us many different stories on the evolution of how these companies expanded their PPC visibility over time. But, the biggest takeaway for me is the GEICO dominance in PPC Spend starting in January of 2013 and ending on June 2014. Another interesting tidbit of information goes back to the keyword visual above. Statefarm has the highest amount of keywords, yet they have one of the smallest PPC budgets.
StateFarm dominates Organic Search
Based on this chart, it’s obvious why Statefarm is not spending as much as Geico on PPC because they are dominating in Organic Search. What’s most interesting (as in other charts above) is the strong push in June 2014, especially for Statefarm. Looks like they should “thank” their SEO agency 🙂
This analysis is not so much about data as it is about the story of the data. Statefarm dominates Organic Search so they spend less in PPC. Geico and progressive have weaker Organic Visibility, so they are spending more money in PPC to get their visibility. Early in 2014 all three (3) of these companies made a strong push in Search Marketing. With the combination of strong and effective TV Commercials and living in a world where everyone is watching TV and simultaneously using their smartphone, tablet and computer it’s a win-win situation.