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Financial Advisor Paid Advertising Strategy

Exploring Online Paid Marketing Opportunities for Financial Advisors



Online paid marketing opportunities for financial advisors include:


  • Pay Per Click Marketing
    • Google AdWords, Bing Search / Yahoo
  • Paid online directory listings
    • Angies List,,, etc
  • Paid Lead Services
    • Financial Engines, Senior Leads


Why Most Pay-Per-Click Campaigns Fail


Most PPC campaigns fail or don’t reach their full potential for the following reasons:


  • Use of only ONE ad group for all services (retirement planning, business exit planning, estate planning, etc.)
  • No specific text ads and landing pages for groups of keywords
  • No strong call to action or OFFER on the landing page


Understanding How AdWords Works


These are some key things to remember about Google AdWords:


  • Highest Bid Does Not = Top Ranking
  • Google MUST serve the most relevant results
  • Quality Score Drives your Positioning & Cost Per Click


How does Google Determine Quality Score?


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:


  • Clickthrough Rate
  • Relevance
  • Quality of Landing Page


What is an Ad Group?


An ad group consists of the following elements:


  • Ad Copy
  • Group of Keywords
  • Specific Landing Page


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Which Ad Groups should you use?


These are some common ad groups that are effective for financial advisors:


  • Retirement Planning
  • Estate Planning
  • Business Succession Planning
  • Investment Advisory Services
  • Business Exit Planning
  • Charitable Planning
  • Risk Management
  • Tax Planning
  • Cash Flow Planning
  • Asset Protection
  • Etc, Etc, Etc


Simple Ad Group Template


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.<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




  • tax planning services atlanta
  • financial and tax planning services
  • strategic financial and tax planning services


Landing Page –


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!


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Expert Paid Advertising Tips


To wrap up this article, please keep the following in mind when building out your online paid advertising campaigns:


  • Focus on keywords with buying intent
  • Use dedicated landing pages
  • Use call tracking numbers
  • Use ad extensions (phone number, map, offer, etc)
  • Test with different ad formats & platforms