How to Use PPC for Financial Service Businesses

by Josh Biggs in Digital Marketing on 15th April 2021

If you’re just new to it, the internet could easily become a jungle for you. Truth be told, it has become a competitive ground where the best player wins. If you’re but a newbie, things could definitely be challenging for you. And that’s true mostly for the financial sector where a slew of competitors are vying for the same market. Indeed, you need to develop your competitive edge to get going.

The good news is search engines, namely, Google can be instrumental in helping you zero in on an impressive marketing strategy. With the lion’s share of the global market, nothing beats Google in terms of search. As they say, all roads lead to Google. Right off the bat, there are two main approaches that you can opt for. To boot, there’s the Pay-Per-Click (PPC) advertising and secondly, there’s Search Engine Optimization (SEO).

SEO is a key tool in organic search but it can take time. If you want your brand to get out there fast, then PPC advertising via Google Ads is your cup of tea. Learning how to maximize this strategy to work in your favor should bid you well. Here’s how to get started as a financial service.

Understand Necessary Regulations

Before you even start the whole journey of PPC, you must understand regulations. The financial sector is highly regulated. If you go against any of these regulations, everything could go to waste at the end of the day.

Google advises that when creating ads, you comply with national rules down to local. There is also specific information that could be required. Top of this list is the physical location, contact info, disclosure of associated fees, and other pertinent info.

Such loans as home loans and personal loans must contain certain key information such as fees, benefits, quality, features, and even risks associated with loans. This is to ensure that consumers can make a well-informed decision. So when creating an ad for such loans, including info like repayment period, annual percentage rate, applicable fees, and other vital info could be wise.

Home loans, for one, are essential loans for millions of Americans. By making needed money available at a manageable interest allows people to put a roof over their heads quickly.

Target Bottom of the Funnel Keywords

When it comes to PPC, the strategy is different from what you do with SEO. Unlike SEO, you have the chance to get your ads to appear when higher-competition keywords are searched. The issue though is targeting these keywords can be really expensive. So with that being said, ensure that you do enough research. Find out keywords that can offer the most value for the investment you will be making.

The good thing is that you have the Keyword Planner. It’s a research tool that helps out with keywords. By typing in a keyword, it would bring out a list of other keywords that are related. It goes as far as including info like bid range, search volume, and even competition.

If the keyword you searched is very expensive, you can search for related keywords with a lower bid range. Or you could even try out an entirely new keyword to see if it wouldn’t be as expensive.

PPC is all about the clicks going for the bottom of the funnel keywords is the best bet. At this level, consumers are all about making a decision. They have moved from the awareness phase to the evaluation phase and now the conversion phase. So never make the mistake of targeting top-of-the-funnel keywords. Those keywords indicate the consumer is just finding out about the subject.

Use Ad Targeting

It’s crucial to narrow your audience with ad targeting. This is important so that your ads can be seen by the most relevant potential consumers. The best bet here for you would be demographic targeting.

With demographic targeting, you can target your ads based on gender, age, device type, and even location. If, for example, you offer services across states, ensure you have a specific geographic range. This way, your ads would appear in all those states. It’s also necessary even if you offer services in precise locations. You want to ensure that everyone in that location would come across the ad.

Use Compelling Ad Copy

One of the most important things to do is have a compelling ad copy. No matter how good your ad targeting is with an ad that isn’t effective or compelling, there would be fewer clicks. Just slight adjustments to your ad text can make a difference in the number of clicks.

Your ads must be valuable and relevant to users. Ensure that relevant information is included. Such as the location of the business and even call extensions. This makes it easy for users that come across the ad to locate you.

Analyze Your Strategy

Setting up a PPC campaign is great, but that’s not enough. It’s vital that after creating it and setting it up, you go back to analyze it. Check the initial results.

After a while, you will be able to see how people react to the ads. This gives you an insight into which ones were successful and those that were not. It also helps you strategize and adjust to zero in on new opportunities. When you find out the more successful ads, you should look at the pattern. Look out for the difference and why it worked out just fine. And then, applying the same principle moving forward can mean reaping huge benefits over time.

Categories: Digital Marketing