Online paid marketing opportunities for financial advisors include:
Most PPC campaigns fail or don’t reach their full potential for the following reasons:
These are some key things to remember about Google AdWords:
Quality Score is a factor used by Google that can influence both your ad rank and cost per click (CPC). To determine the order in which ads are listed, each ad has the following formula run against it: bid * Quality Score.
The following factors are considered in the quality score:
An ad group consists of the following elements:
These are some common ad groups that are effective for financial advisors:
When you are creating ad groups, make sure you review and pay proper attention to each of these areas:
Keywords – List of keywords pertaining to ad group. These keywords are what people are searching for on Google and will trigger you ad to display.
Text Ad – Should match the keyword, address the need of your potential client & offer an incentive for visiting your website.
Landing Page – Should be matched to a specific page on your site that speaks to a specific need, i.e. www.yoursite.com/<your city>-tax-planning
Landing Page Content – Should reflect the text used in your ad and reiterate the searchers’ need. Here’s an example: Are you in need of tax planning services in the Atlanta area? Contact the experts at XYZ Financial Advisory Services for immediate & comprehensive service at 554-555-5533. Then, restate your value proposition, experience, link to reviews, video or text testimonials, etc. Also, don’t forget to include an offer, like “Sign up today for a free 30 minute consultation”
To see a real life example of an ad group, including keywords, ad text, and landing page content, read below:
Ad Group: Tax Planning
Landing Page – www.abcadvisors.com/atlanta-tax-planning
Text Ad – Strategic Tax Planning. Free 30 minute consultations. Call today!
Landing Page Content – Are you in need of tax planning services in the Atlanta area? Contact the experts at XYZ Financial Advisory Services for immediate & comprehensive service at 554-555-5533. We provide comprehensive tax planning services and have been doing so for the past 15 years. We work clients from a variety of backgrounds and tax planning needs. Sign up today for a free 30 minute consultation!
To wrap up this article, please keep the following in mind when building out your online paid advertising campaigns: