Pay Per Click (PPC) advertising in Google Ads for financial advisors is the most effective…
Digital marketing and advertising works effectively for financial advisors that get started the right way. This means knowing what your goals are, which helps you to create a strategy and pick the right platforms.
However, there are some challenges. First, you’ll need to determine how much budget you’ll need to achieve your goals. Of course there are tools that you can use to carry out research and determine the budgets you’ll require.
So, to get you started, I’ve listed here six digital marketing tips for financial advisors and that will help you achieve your goals. And if you need any help reach out to me below to discuss.
1. Invest in Google Ads
As a financial advisor, one of the most effective ways to advertise online is through Google Ads. This marketing platform allows you to target people at the precise moment when they are looking for a financial advisor and your services.
So, based on your goals, you will choose the most suited to help you get the high quality leads and enquiries you require.
Search is the primary marketing campaign type for financial advisors because it focuses on reaching people that are actively searching on Google. So, the conversion rates for this are almost always higher than other campaign types.
2. Review your landing pages
To achieve good conversion results and high engagement, you need to have well optimised landing pages. So, it’s not enough to get highly targeted visitors to your website. You should provide a great website and landing page experience and help your visitors find the information they need.
So, start by checking how engaged they are first. A good way to start is by checking your metrics in Google Analytics. These metrics include bounce rate and others which you can see for all your traffic sources and landing pages.
Bounce rate is the percentage of people who arrive and leave without viewing other pages. So focus on reducing your bounce rates to below 50% and continue working to keep it below that.
Also, use a platform like Hotjar to record people using your website. These recordings show you which content and pages they are interested in and then you can update your landing pages.
3. Conduct competitor research online
Seeing what other financial advisors are doing in their marketing campaigns is valuable. You should check how much they spend on average each month in their PPC campaigns for Google Ads.
And if you use a platform like SERanking you’ll also be able to see what keywords they have and how much they pay on average per click.
Use the Competitor research tool to carry out the research and download the reports that are available and use the most relevant keywords in your campaigns.
This tool also shows you Organic keywords that competitors are appearing for and where they rank on average. This helps with your search engine optimisation (SEO) efforts so you can rank highly.
4. Target people who are searching
Search marketing for financial advisors is the best way to target people through PPC advertising in Google Ads. As mentioned above, there are a number of campaign types that you can choose from but if you want to reach highly qualified prospects, then a Search campaign is the solution.
To get started with this, you’ll need to do some keyword research. And Google Ads provides you the Keyword Planner tool that you can use to carry out the research.
And then you can create the campaign and create ad groups to add your keywords and ads. Aim to have between 5-15 keywords per ad group and at least two Responsive search ads. And limit your campaign to 15 ad groups that are tightly themed and achieve high keyword quality scores.
5. Track your sales or leads
Tracking your leads and enquiries is important. This means tracking all call enquiries you get from your text ads and those that are from your website. And it includes tracking form submissions in your text ads and from your website. All this tracking is possible when you set up conversion tracking in your Google Ads account.
But you’ll benefit more from setting up goal tracking in Google Analytics instead because in there you’ll be able to track all your visitor sources, and not just Google Ads traffic.
So, visit your Google Analytics account and go to the Admin page. And visit the Goal link and follow the instructions to create your goal with the templates that are available.
6. Hire a PPC consultant
To run effective pay per click (PPC) campaigns to promote your financial services, you should either have in-house expertise or hire a PPC expert. This is important because there can be a bit of a learning curve with platforms like Google Ads, so you should implement them correctly.
But if you’re going to hire a PPC expert, you should first check out their expertise. Check who they have worked with in your industry and if they have reviews and case studies that will help you to get started strongly.
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