Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)

Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)
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COVID-19 continues to affect our lives in many ways. One of those most noticeable is how economies have reacted to the implications of the pandemic globally.

Taking from lessons learnt historically, a shift in economic security typically sparks financial pressure, threatening to destabilise our sense of security. This has the potential to disrupt our comfort level when think about the future.

Insurance services offer consumers a unique opportunity to protect themselves and their families during financial hardships that may arise, whilst also alleviating some of the pressures felt during some of their most difficult times. There has been a general increase in insurance search queries over the past year, and in particular a large shift in non-brand insurance queries, which have risen 14 per cent in 2021[i].

This non-brand-focused search increase highlights the importance of insurance brands continuing to adapt their search advertising strategies by utilising a trusted brand partner to capture this new audience. Increasing your brand presence in both brand and non-brand searches puts your brand at the top of a potential customer’s mind and can be done in various ways:

 

The Microsoft Seach Network hosts 9 million unique monthly searchers[ii] which make up 179.5 million monthly searches[iii] in Australia alone. Partnering with Microsoft Advertising creates opportunities for insurance brands to reach new consumers across over 30 vetted partners within their network. Ultimately, the Microsoft Seach Network allows your brands to reach a large audience at important stages throughout their purchase decision process.

Microsoft Advertising also hosts a native advertising offering; an opportunity to extend your brand reach to 11 million unique monthly users in Australia[iv]. This offers insurance brands the right exposure in premium native placements which are a brand-safe experience. Microsoft Advertising understands the importance of privacy, and that’s why the Microsoft Audience Network leverages audience intelligence to identify customer intent and apply AI to increase performance and efficiency, whilst still complying with privacy-safe consumer data sets.

To learn more about how Microsoft Advertising can give your insurance brand a competitive advantage, visit SEM with Microsoft Advertising.

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AUTHORS

Renee Stopps

Sales & Partner Director, Microsoft Advertising

Emily Munro

Marketing Executive, Microsoft Advertising

Alan Zou

Analytical Lead – Finance, Technology & Telecommunications, Microsoft Advertising

 

RESOURCES

[i] Microsoft Internal Data

[ii] comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.

[iii] comScore qSearch, Explicit Core Search (custom), AU, March 2021. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in AU. Data represents desktop traffic only.

[iv] ComScore, Microsoft Audience Platform Report, August 2018. U.K., Australia and Canada desktop. Numbers are rounded to the nearest percentage point.

 

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