When you search using Google, you’ve probably seen the ads at the top and side of the resulting pages. Those are paid ads that put brands like yours front and center for relative searches. That means Google Ads for financial services targets users who are curious about, interested in, or even ready to purchase financial services. The best part? Google Ads help financial advisors jump-start their digital marketing by generating leads more quickly than organic marketing using SEO. Knowing how to use ads for financial advisors is important to growing a business.
How to Drive Traffic and Generate Leads Using Google Ads for Financial Advisors
While Google Ads for financial advisors can help build your brand and generate leads quickly, social media marketing requires a certain level of investment to achieve the best results. But because Google Ads, Facebook marketing, and your other PPC channels should work together in a comprehensive marketing strategy, you can still spread your ad spend across multiple channels to achieve your goals. Here’s how financial advisors can use Google Ads to grow their book of business.
Find Your Niche
Niches create more value for your marketing money and provide quality leads. As such, it’s important as a financial advisor to define your niche to better target. As the digital world grows and we see the rise of more virtual financial planning tools, clients will no longer search for a planner who is limited to their geographic area; instead, they will search for a planner who is best able to meet their individual needs. Targeted social media marketing is all about finding your niche. You’ve heard this before, but maybe you’re hesitant to adopt it for your financial services marketing.
Impress Your Audience
While finding your niche can help fine-tune your marketing, it’s not a magic bullet for driving traffic and generating leads. That’s because no matter how narrow your niche is, you’ll always have competitors across all your marketing channels. If you want your Google Ads to stand out from the rest of the financial services ads, your ads need to dress to impress.
Put the spotlight on your advisory’s unique selling points and use language that resonates with your target audience. The perfect “outfit” for an eye-catching Google Ads is one that turns heads with a mix of professionalism and relatability.
Attract Ideal Clients with Lead Magnets
You found your niche and impressed your audience — now what? If you’ve done it right so far, you should have a good stream of quality leads who are ready to get started. But what about those who need a nudge to get them moving toward conversion? To bring tentative prospects into your sales funnel, you need to use lead-generating tools to get them off the fence.
Lead magnets use gated content and other attractive offerings to get your site visitors to sign up or learn more by submitting their contact information. You can then use that information to guide your future client along their journey to becoming your next ideal client.
Build Targeted Landing Pages
Targeting doesn’t end with your niche marketing. To get the most out of your Google Ads, you must direct your audience to landing pages that are just as targeted as the ads you’ve used to attract them. When you direct traffic from your Google Ads to landing pages that are consistent with the ad messaging, you reassure your visitors that they are on the right path.
Build targeted landing pages that share common branding elements, such as colors and graphics, with your Google Ads. Most importantly, create landing pages that feel like a natural progression from your ads using specific keywords and language.
Review, Revise, and Repeat
As with any marketing channel, what you do with data created by your marketing efforts is a crucial step. Investing in Google Ads and other PPC platforms without reviewing performance is like playing a football game without keeping score. No marketer gets it right on the first try.
If you want to build your niche brand, you have to know the score and adjust your game plan accordingly. The analytics built into Google, Facebook, and other advertising platforms give you the tools you need to reach your ideal market more often. If you want to make the most of your ad spend, review, revise, and repeat to refine your target audience even further.
When you’re investing in Google Ads and other marketing channels, your ultimate goal is to drive traffic to your financial advisor’s website or landing pages. Once you get them there, you can use engaging content and user-friendly interfaces to help them move closer to conversion.
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