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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 follwing 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: