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Question 2 A leading retail bank in Hong Kong is planning to use search engine marketing...

Question 2 A leading retail bank in Hong Kong is planning to use search engine marketing to promote its travel insurance products.

(b) Discuss THREE benefits of search engine marketing to promote travel insurance products. Support your answer with examples.
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Answer #1

Search engine marketing is a form of Internet marketing using paid advertisements that appear on search engine results pages or increasing visibility in search engine results. It can also be said as gaining website traffic through ads.

Benefits of search engine marketing to promote travel insurance:

Increased Online Visibility Locally & Nationally

People will become familiar with the product . Many who don't know about travel insurance will come to know about it and will be able to take advantage of it. When the site will appear more regularly in search engines it will be visible to local travelers who would like to avail the benefit.

For example, while booking a bus online we always see travel insurance as an option many of us don't know about it but if ads are visible it strikes us what it is and how beneficial it is.

Easy comparison with Competitors:

Comparative advertisements done by organizations are often subject to restrictions but here the customers can compare several policies and can buy the one that suits them the best. This will also help to increase engagement on the website. The more a customer spend time the more are the chances of a sale. Hence it's always been advisable to make a user-friendly website easy to locate things and navigate through.For example travel insurance.com

Improved image of insurance agency

This will happen as people leave a review on the websites as to how is it or what was their experience. one can easily see positive as well as negative comments. Google uses this number and quality of the reviews that are received by a to determine whether the business is real, trustworthy, and relevant to searchers’ needs. If there is a negative review respond to it professionally and quickly so that the customer feels you want to improve in your services.

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