Pay-per-click (PPC) advertising allows you to appear right in front of potential clients at the exact moment they're searching for the financial planning services you offer.
But setting up a campaign and waiting for results won’t cut it. Financial firms need to sharpen their tactics beyond the basics.
Whether you're setting up ads on Google or across social media platforms, PPC is a practical and fast way to bring in new clients. This targeted approach helps you reach the right people at the right time, making it easier to turn them into clients.
In this guide, we will uncover the strategies that help fine-tune your campaigns and make them more targeted and effective.
Pay-per-click (PPC) is a form of online advertising where you pay each time someone clicks on your ad. It’s a method to buy visits to your site rather than earning those visits organically.
For example, if you’re a wealth advisor, you may want to attract potential clients searching for services like investment advice, retirement planning, or tax assistance.
PPC lets you place ads on search engines like Google or on social media platforms, targeting individuals actively looking for these services.
Here’s how it works:
PPC is particularly effective for financial services because it targets people who are already searching for what you offer. It’s targeted, measurable, and can deliver quick results.
Additionally, you have control over your budget and can adjust your campaigns based on their performance.
Generating financial leads online can be quite a task, especially in an industry as competitive and tightly regulated as financial services.
With many firms competing for the same audience, the cost of online advertising, especially in pay-per-click (PPC) campaigns, can eventually add up. Those popular financial keywords don't come cheap, and getting a good return on your investment requires some savvy marketing strategies.
Building trust online without face-to-face interactions is also another hurdle. Financial decisions are often major life choices, requiring a high level of trust in the service provider.
Additionally, the financial services sales cycle can be lengthy and complex, often necessitating multiple touchpoints to convert a lead into a client. On top of that, privacy concerns are paramount; clients need assurance that their sensitive financial information is handled securely.
Despite these challenges, they can be effectively combated with the right strategies. Below, we have listed eight PPC strategies you can implement to improve your online lead generation and conversion effort.
Effective PPC strategies help capture the attention of potential clients and guide them through the conversion funnel. This turns initial interest into concrete actions such as consultations, sign-ups, or direct inquiries. These are some of the effective PPC strategies that help convert clicks into financial leads:
High-intent keywords indicate a strong likelihood of conversion. These are terms that show the searcher is ready to take action, such as "hire wealth advisor" or "best investment management services."
To identify high-intent keywords, use tools like Google Keyword Planner, Ahrefs, or SEMrush. These tools help you find keywords with high search volume and conversion rates.
You should focus on keywords that are specific and action-oriented to attract users who are ready to engage with your services.
A well-optimized landing page is crucial for converting clicks into leads. When potential clients click on your PPC ad, they should be directed to a landing page that meets their expectations and encourages them to take action.
A clear headline immediately conveys the value proposition and matches the message of the PPC ad. The content should be concise, benefit-oriented, and address the visitor's needs.
A strong call-to-action (CTA) should be prominent, clear, and encourage immediate action, such as "Get a Free Consultation" or "Download the Financial Planning Guide." Including trust signals like testimonials, reviews, certifications, or case studies builds credibility.
Relevant images, videos, or infographics can also make the page visually appealing. If you’re collecting information, keep the form short and concise.
Effective audience targeting is essential for maximizing the impact of your PPC campaigns. By honing in on the right audience, you can ensure that your ads reach people who are most likely to be interested in your financial services.
Start by understanding who your current clients are. What do they have in common? Once you identify these key traits, it will help you form a clear picture of who your ideal client is.
Once you've defined your target audience, segment them into different groups to tailor your ads more effectively. You might create separate ad groups for different services like retirement planning or tax advice, depending on the specific needs of each demographic.
You can use these tools for precise targeting:
Reach out to people who have already shown interest in your services, perhaps through previous interactions with your website or app. This approach is about re-engaging those who are already halfway through the funnel.
Targeting users similar to your best existing clients will likely help you find new clients with a higher propensity to engage with your services.
You can use available data to target users based on their online behaviors, such as the websites they visit, or their declared interests and activities. This ensures that your ads are shown to those whose online activity aligns with financial planning and services.
This strategy involves targeting users based on their declared interests, hobbies, and activities. It helps in aligning your financial services with the specific needs and preferences of potential clients, enhancing the relevance of your ads.
Significant life events such as getting married, moving, or having a baby can trigger the need for financial services. If you target users undergoing these changes, it allows you to present your services as solutions during pivotal moments in their lives.
You can combine various data points to define your ideal customer. It’s ideal to use tools like Google Analytics and Facebook Audience Insights to provide valuable data on your website visitors and social media followers. Also, segment by behavior and use third-party data providers to improve your audience segments.
Remarketing allows you to re-engage with users who have previously interacted with your website or app. Keeping your firm top-of-mind can increase the chances of converting these visitors into financial leads.
To set up an effective remarketing campaign, start by:
Ad extensions are additional pieces of information that can be added to your PPC ads. They provide extra details and enhance the visibility of your ads, making them more appealing to potential clients.
Testing different variations of your ad copy is crucial for optimizing your PPC campaigns. By experimenting with different messages, you can identify what resonates best with your target audience and drives the most conversions.
A/B testing, or split testing compares two versions of an ad to see which one performs better. This method allows you to make data-driven decisions and continually improve your ad performance. Identifying effective messaging can help optimize for different audiences and improve your ROI.
With the increasing use of smartphones, optimizing your PPC campaigns for mobile devices is essential. Mobile users often have different behaviors and expectations compared to desktop users, so it’s crucial to tailor your campaigns accordingly.
To ensure your PPC campaigns are effective on mobile devices, make sure your landing pages are fully responsive and adjust seamlessly to different screen sizes. Keep your ad copy concise and to the point, as mobile screens are smaller.
You can also adjust your bidding strategy to prioritize mobile users if you notice higher conversion rates from mobile traffic.
Make sure to optimize your landing page speed by compressing images and add click-to-call extensions to allow users to contact you directly with a single tap. Ensure that fonts and buttons are large enough to be easily readable and clickable on small screens.
Choosing the right bidding strategy depends on your campaign goals and budget. You must define your goals, evaluate your budget, and consider the competitiveness of your industry.
Try testing for different strategies with a small budget and analyze the performance data to see which strategy provides the best results. Then, continuously monitor and adjust your bids based on performance to maintain efficiency.
There are several bidding strategies you can use in PPC campaigns.
Google Local Services Ads (GLSA) represent a powerful tool to elevate visibility and trust for wealth advisors. These ads differ from traditional Google Ads in that they appear at the very top of Google Search results, even above standard PPC ads and organic listings.
Perhaps one of the most appealing aspects of GLSA is the Google Guarantee badge. This badge is awarded after a thorough background and licensing check. It assures clients that Google has vetted your business, which can be a decisive factor for clients entrusting someone with their financial matters.
Unlike standard PPC campaigns where you pay per click, Local Services Ads charge per lead. This means you only pay when a potential client contacts you through the ad.
Furthermore, these ads are integrated with your Google My Business profile, showcasing your client reviews and ratings directly in the search results.
Geotargeting makes your advertising efforts as relevant as possible. Targeting your ads to specific geographic locations—perhaps where you’ve already established a client base or are looking to expand—can tailor your message to meet the local needs and preferences.
Effective geotargeting increases the chances that people will engage with your ads and ensure you’re not wasting your budget on areas where less interest or need for your services exists.
When you set up your GLSA, consider using a local phone number. It might seem like a small detail, but it makes a big difference. People tend to feel more comfortable engaging with a local number because it feels familiar and accessible.
Why waste your efforts casting a wide net when you can directly target the areas where you know your potential clients live? You can also incorporate zip codes into your ad targeting strategy to focus your ads only on specific neighborhoods or areas.
Generating financial leads through PPC can be highly effective, but it comes with its own set of challenges. Understanding these obstacles and how to address them can make a difference in your campaign's success.
The financial industry is competitive. Many businesses bid on the same high-value keywords, driving up the cost-per-click (CPC) and making it harder to stand out.
To combat this, it’s best to target long-tail keywords. These keywords are more specific and less competitive, which can help you attract high-quality leads without breaking the bank.
Additionally, regularly testing different ad copies can help you find the most compelling messages that resonate with your target audience.
Financial services are subject to strict regulations, which can limit how you phrase your ads and what claims you can make. Staying updated on industry regulations is essential to ensure your ads remain compliant.
Working closely with legal advisors can also help you navigate these rules. Using clear, honest messaging not only keeps you compliant but also builds trust with potential clients.
Keywords in the financial sector often come with high CPC rates. This can quickly deplete your budget if not managed carefully. Implementing a smart bidding strategy is crucial.
Using automated bidding tools can help optimize your bids, focusing on high-intent keywords that are more likely to convert. You should regularly review and adjust your bids based on performance data to ensure you get the most out of your budget.
The decision-making process for financial services can be long and complex, requiring multiple touchpoints before a potential client converts. Remarketing campaigns can help you stay in front of potential leads who have visited your site but haven't converted yet.
You should provide valuable content and resources, such as informative blog posts or downloadable guides. It guides them through their decision-making process and keeps your services top of mind.
Potential clients need to feel confident that your services are reliable and credible. Including trust signals in your ads and landing pages can impact this perception.
Client testimonials, certifications, and case studies can also build credibility. You may offer free consultations or valuable content like eBooks to help establish trust and showcase your expertise.
Over time, your audience might become tired of seeing the same ads, leading to lower engagement and click-through rates. It’s best to regularly refresh your ad creative to keep it engaging.
Also, testing different headlines, images, and call-to-actions can help you discover what resonates best with your audience and maintain their interest.
Starting your first PPC campaign might seem daunting, but it doesn’t have to be a headache. At AUM Growth Marketing, we’re here to take the stress off your plate.
Our team of wealth management advertising professionals is here to craft compelling ads, optimize your campaigns for maximum conversions, and design custom landing pages that drive your return on ad spend.
Turn those clicks into valuable client leads. Contact us and partner with AUM Growth Marketing today!
Ad groups are collections of related ads within a PPC campaign that target a shared set of keywords. Organizing your ads into ad groups can create more focused, relevant ad content that aligns closely with specific search queries. This helps improve the performance of your ads on search engine results pages by ensuring that the right ads are shown to the right audience.
Ad group helps structure your PPC campaigns in a way that optimizes how your ads appear on search engine results pages (SERPs). Targeting a specific set of keywords and crafting tailored ads for these keywords, ad groups increase the chances that your ads will rank well and attract clicks from genuinely interested users.
Yes, video ads can be included in ad groups and are a powerful tool for engaging potential customers.
Video ads can appear before, during, or after streaming video content and on platforms such as YouTube and various video partners on display networks. They are particularly effective for capturing attention and conveying more complex messages that text or static images cannot.
A Husband, Father, and Business Owner. He is also a Digital Marketer and Finance Nerd with over a decade of lead generation experience managing a results-driven marketing agency for Wealth Management Companies. Aaron loves studying marketing, markets, video production, and strategy to better serve his clients.
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