The insurance market is enormous. Over the past five years, Health & Medical Insurance in the US industry has grown by 4.7% to reach the revenue of $955bn in 2018. In the same timeframe, the number of businesses has grown by 9.6% and the number of employees has grown by 3.5%.

With so much money being generated, its growth dynamic and potential is already evident. There’s a lot of money in the vertical.

Insurance is a type of whitehat offers that provide users with various insurance services, popular mostly in the US and some European countries, where people are obligated to have an insurance policy.

There are different types of insurance but basically they can be narrowed down to the following 3 categories:

• Life insurance
• Health insurance
• P&C insurance (property and casualty)

The Main Types Of Flow

CPL (simple registration) – payment for completing a simple registration form.

CPL (full application) – payment for a complete application. The user has to answer a set of questions (annual income, health issues, etc.) as well as fill out personal information (SSN, phone, address, etc.)

CPS – payment for a sale of an insurance package. The user has to complete the full registration funnel and will be automatically offered the most suitable plan based on the answers provided; then the user puts in their CC details and only then the conversion registers.

Pay Per Call  – payment model where the user has to complete the whole registration funnel and get in contact with the company’s call center. A conversion is registered only if call duration exceeds a certain time limit (for example, one minute).

Why Run Insurance?

PROS

• The offers are 100% FB friendly and whitehat, 99% of advertisers allow all the popular traffic types: social, native and email.
• Simple and short flow (some offers have just 5 fields to fill out – firstname, lastname, zip code, address, phone).
• High payouts: depending on offer type, CPL payouts can be up to $26.
• Relevance: in many countries people are obligated by law to have an insurance policy. Government insurance options tend to have rigid terms and are usually 15-20% more expensive than private ones.
• Huge audience: almost all citizens are potential target audience, since there are lots of insurance policy types.

CONS

• Fierce competition on the market.
• Only clean traffic types and promotion methods are allowed.
• Most advertisers require pre-approval of creatives.

Picking The Right Angle

When promoting insurance offers advertising angles are based on simple human emotions, and the main ones that could urge users to purchase insurance services could be greed or fear.

Creating a Prelander

Insurance offers can work with any kind of traffic, POPs, native, social, even mobile redirects. A good prelander is a must, since direct linking is not allowed by most advertisers.

One of the best ways to engage a potential customer is to use 3-5 short and simple Yes/No questions and link them with the last one. It helps if the questions are consistent with the funnel’s angle.

The main idea is to engage the user and get them invested right before redirecting them to the main landing page.

A Headline That Sells

A good headline is also necessary. Since our main angle is “saving insurance money to treat yourself”, the headline will be something like “Save up to 50% on your insurance” or “Low insurance prices! Grab them while they are still available/before they expire!”.

Offers typically have their own USPs: some offer low prices, others provide additional features. Check out the landing page of the offer you want to run and build out the funnel from there.

When picking questions for your prelander, make sure that the offer’s landing page doesn’t repeat them. For example, you can ask whether the user smokes or drinks (bad habits), or if they had insurance within the last 30 days and etc. Remember to be consistent with the rest of the creatives used in the funnel.

For the last question, instead of another “yes/no”, ask something more engaging. For example, ask them about their age, annual income, or the amount of family members to further personalize the experience.

Creatives should encourage specific emotions:

– care
– nostalgia
– fear
– compassion.

All these visual triggers can get users into the funnel.

Creatives should relate to the person you want to engage. If you are targeting retirees, it makes sense to pick creatives with older people on them.

Make sure to split test several options to see which funnel performs better.

Promoting Through Facebook

Use custom and lookalike audiences on Facebook. Some advertisers provide the best performing audience profiles to affiliates, including users’ nationality, language, gender, age, interests, marital status, occupation status, etc. Once you get your first results, you can optimize further and narrow your target audience for higher spend efficiency.

In case you are testing a new offer without audience data from the advertiser, Facebook Audience Insights is a very helpful tool. It gives you approximate data on potential users to target: age, gender, country, interests, groups they visit, devices they use and much more. Make sure to check it out before you launch!

In Closing

Insurance is a versatile vertical that can be approached from many angles. The variety in payment models and accepted traffic types makes it possible to run high-volume blanket campaigns as well as tightly targeted funnels for big ticket offers (Top Traffic Sources you can find at Affiliate Valley).

Virtually any affiliate can find an offer suitable for their specialization and profit from it. The only remaining challenge is to find an affiliate network that can provide the full variety of options that the Insurance vertical has to offer. However, we might be able to help you with that as well.