Marketers using pay per click services to promote insurance products should take advantage of highly specific keywords, it has been advised.

According to Shirley Benton-Bailey of Microsoft, Live Search recently picked up on the trend of consumers utilising highly targeted keywords when searching for insurance.

"Users are becoming more targeted in how they search for insurance products, so ensure your ad copy clearly sells your services, unique offerings and discounts," she said in a post on the adCenter blog.

Dynamic text insertion can also help to make paid search ads highly relevant, the expert said.

Ms Benton-Bailey noted that searches for insurance tend to rise significantly between February and April, meaning that pay per click marketers should ensure their campaigns are up and running to take advantage of this traffic.

According to Hitwise, the insurance sector enjoys the highest paid search click-through rate compared with other UK industries.

Its figures for August 2008 show that 45 per cent of search traffic to insurance websites were accounted for by pay per click ads.

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