Hitwise: PPC accounts for 45% of insurance search traffic

10th September 2008

Pay-per-click (PPC) advertising is helping to generate 45 per cent of online search traffic for the insurance industry, it has been revealed.

Data from Hitwise's New Search Intelligence tool showed that PPC proved to be the more useful for insurance websites proportionally than it was for any other key sector in the four weeks up to August 30th.

Utilities was the second biggest beneficiary, with 37.4 per cent of all traffic coming from PPC.

Shopping and classifieds (25.5 per cent), travel (25.3 per cent), banks and financial institutions (17.9 per cent) and automotive (15.3 per cent) were the other sectors above the 10.09 per cent average.

News and media was the industry that relied the least on PPC, at three per cent.

According to the Search Engine Marketing Buyer's Guide 2008 by E-Consultancy, Google dominates the search engine market and can count 86 per cent of all search advertisers among its customers.