PPC is a proven digital channel for accountants and other professional services. It allows you…
Marketing managers for accountants and other professional services have a wide range of tools at their disposal to promote their businesses. These digital marketing tools are available for Social media, PPC, SEO and other channels.
To get started, it’s important to know which are likely to bring the best results for you.
One of the benefits of PPC compared to other channels is that you will be targeting people who are actively looking for your services. And these visitors are usually much more targeted compared to other traffic sources.
But affordability is important too and SEO can provide some great opportunities at an affordable cost.
I’ve included here six digital marketing tips to help accountants looking to promote their companies.
1. Invest in Google Ads
Investing in Google Ads marketing is what more and more accountants are doing now. Many accountants are using pay per clicks (PPC) ads to promote their businesses and accountancy services.
If you’re new to Google Ads, you can start with a simple Smart campaign. This is a basic campaign that is managed for you by the machine learning algorithm which makes all decisions like bid changes, keyword selection and more.
But if you want more control and to use advanced features, then you should use a Search campaign and set the features yourself.
2. Review Your Landing Pages
Your landing pages are where the real interaction takes place. People will come from different sources either through adverts, organic traffic, email, direct or other sources and your landing pages should be able to cater for all these visitors.
That means focusing on well written content that is keyword optimised and structured to appear well for mobile, desktop and tablet visitors.
And you should check your metrics in Google Analytics to see how engaged they are. Bounce rate is a good metric to track because it shows whether people are arriving and viewing other pages or just bouncing and going elsewhere.
3. Conduct market research online
There are many ways you can conduct research into your market and competitors. And the best tools are available online. An effective way to get started is by researching how many people in your locations are searching for your accounting services.
Doing keyword research will help you to find this information. And Google Ads has the research tools that will help with this including the Keyword Planner tool and Performance Planner.
And the Keyword Planner tool will help you with forecasting to see what you will spend per month on average and what returns you’re likely to get.
For competitor research, you can use the SERanking platform to see what keywords other accountants are bidding on and which ones they appear for organically. And you’ll be able to see how much they are spending in their PPC campaigns per month.
4. Target people who are searching
As mentioned above, running a Google Ads campaign will help you target your audiences effectively. And that’s because you’ll be targeting people that are actively searching for your accountancy services.
And you should also focus on search engine optimisation (SEO) to rank your website higher in the Google Organic search results for your location-specific keywords.
The benefits to achieving high SEO rankings is that this traffic is free and you don’t pay for it, unlike PPC traffic. However, achieving high rankings takes a while and can be months or even years before you rank highly for your keywords. So, you should focus on Google Ads advertising as you work on your SEO.
5. Track your sales or leads
It’s important to track all calls, enquiries, form submissions, downloads and so on for your accountancy business. And you can track your visitors from your adverts when they call or when you add a lead form and also from your website.
Google Analytics is a good tool to use to track your website traffic. This tracks all your traffic sources by creating goals. And in the admin section of your account, under Goals, you can use one of the templates there to setup goal tracking.
6. Hire a PPC consultant
Not many accountants have marketing experience, and if you fall in that bracket, then you should consider getting some help. This is especially important when running Google Ads campaigns and so you should hire a PPC consultant.
However, it’s important to pick the right person. So, you should check they have experience working with accountants and that they have case studies to show some of the work they have done.
Also, check that they are certified by achieving Google Partner status. This shows how committed they are to helping their clients and how experienced and skilled they are in Google advertising campaigns.
PS Accountants is an accounting firm that helps its small business clients to grow. Their approach is to reassure their clients by covering the basics of accounting and taxation at an affordable rate. They approached me to help them setup new ads. I setup a new Search campaign which led to a 200% increase in the click through rate (CTR) and one of the Ad groups achieved a 17% conversion rate. Read the full case study.
Get in Touch
Marketing for accountants has many challenges including not knowing what budgets to set when starting out. With my help I’ll be able to help you promote your accounting business with Google Ads and help you achieve a good ROI. Use the form below to contact me.