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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, YP.com, Yelp.com, 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 follwing elements:

  • Ad Copy
  • Group of Keywords
  • Specific Landing Page

 

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. 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

Keywords

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

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!

 

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