As we approach 2022, are you trying to identify tried-and-true strategies for gaining new internet clients? You’re in for a treat if you haven’t utilised Google Ads to advertise your company before. People are searching online for your services; Google is the search engine of choice for most of them. A strong Google Ads for accountants campaign can help you advertise your company where prospective clients are searching for what you provide.
Financial services companies may create and manage Google AdWords campaigns that generate high-quality leads and traffic for their websites with the assistance of Modifyed Digital .
Google Ads is a Tool for Accounting, Bookkeeping, and Financial Planning Businesses
The ability for small financial organisations to compete with large national companies in Google search results is the finest thing about Google Ads. For local businesses who previously lacked the resources or reach to compete, this is a game-changer.
I’ve handled accounts for businesses who spend $300 per month on Google AdWords and $20k per month for businesses. Both function well when configured and maintained. Google Ads gives small businesses a voice and helps them to compete with larger companies.
The ten strategies listed below will help you create and run a successful Google Ads campaign that will bring targeted visitors to your website.
1. Define a Goal for Your Google Ads Campaign
Setting goals and strategic guidelines for your future campaign is the first step in launching any marketing or advertising campaign. Consider these queries for yourself:
- Which service do you want to market?
- Who are you selling to? (For example, who is the intended audience?)
- What is the monthly amount that you have to spend?
- What is the value of a fresh lead to you?
- Do you have procedures in place to oversee incoming business? (For example, when the leads begin to come in, will someone pick up the phone?)
Before starting a new Google Ads for accountants campaign, each Google Ads Manager need to be asking themselves these questions. Your campaign will be unfocused if you don’t know what you’re selling, how much you can spend, and how you’ll manage new leads.
2. Define a Campaign Structure and Keyword List for Google Ads
It’s time to develop a campaign structure for Google Ads for accountants when you’ve determined your goals. I lay out my ad groups to do this. Ad groups function as campaign parts within a campaign. Segments might be based on distinct audiences, distinct products or services, or simply collections of related keywords and advertisements.
For instance, an accountant may offer many services, such as financial statements, audit preparation, and billing and accounts payable, which they might bundle together into separate ad groups. Divide service lines into groups of advertisements for a general “accounting services” campaign. Making a spreadsheet with a column for every ad group is how I find it simplest.
Start enumerating general phrases associated with accounts payable under the accounts payable column, such as “accounts payable,” “accounts payable services,” and “accounts payable company.” Proceed and repeat the process for the remaining ad groupings. Next, look up a few of these terms on Google. Similar queries are provided at the very bottom of the search page if you scroll all the way down. People look for these useful keywords. Include any noteworthy related terms in your spreadsheet of keywords.
3. Write Quality Ads
Because they appear at the top of the page, advertising are the first thing that you see when searching on Google, and they may also be the first thing a potential customer notices about your business. Verify that they are fine! Ads ought to be clear-cut. You’ll soon discover that most users simply scan the title of a Google Ad before deciding whether to click or continue, leaving you with limited area to market your services. Describe your services and how you outperform the competition.
4. Update Website and Landing Page Content
The searcher must be able to obtain pertinent information from your website or landing page. Google bases the quality score of your advertising on the content of your landing page. Should the content of the page be unrelated to your advertisements, you will receive a low quality score and overpay for clicks. Additionally, if someone clicks on an advertisement and comes on a page unrelated to the advertisement, they will hit the back button and go look for another business. (Money is wasted!) Thus, ensure that the material on your landing page is only pertinent to the products you are attempting to offer and the advertisements.
5. Set up Calls to Action on your Website
The Google Ads for accountants searcher must be able to obtain pertinent information from your website or landing page. Google bases the quality score of your advertising on the content of your landing page. Should the content of the page be unrelated to your advertisements, you will receive a low quality score and overpay for clicks. Additionally, if someone clicks on an advertisement and comes on a page unrelated to the advertisement, they will hit the back button and go look for another business. (Money is wasted!) Thus, ensure that the material on your landing page is only pertinent to the products you are attempting to offer and the advertisements.
6. Set up Conversion Tracking in Google Ads
The Google Ads for accountants searcher must be able to obtain pertinent information from your website or landing page. Google bases the quality score of your advertising on the content of your landing page. Should the content of the page be unrelated to your advertisements, you will receive a low quality score and overpay for clicks. Additionally, if someone clicks on an advertisement and comes on a page unrelated to the advertisement, they will hit the back button and go look for another business. (Money is wasted!) Thus, ensure that the material on your landing page is only pertinent to the products you are attempting to offer and the advertisements.
Please don’t hesitate to get in touch with me if you need assistance implementing a conversion tracking strategy for your website, since I notice a lot of uncertainty surrounding conversion setup. To ensure that no data is missed, it is preferable to set it up properly from the start. The more information you can enter into the system, the higher the quality of your campaign as Google AdWords will also tailor your ads based on the kind and volume of conversions you get.
7. Manage the Google Ads Keyword List with Search Terms and Negative Keywords
As soon as your campaign is operational, you ought to see some statistics. Impressions, clicks, and ideally conversions will be visible to you. However, controlling your keyword budget is the first step in managing your campaign. Go to Google AdWords’ keywords tab and begin by sorting the highest-priced keywords at the top of the list based on cost. The expenditure of your money is clearly visible. You should now check the search phrases for any expensive keywords. Do the search phrases make sense? Are many names of competitors appearing? By adding these poor-quality search phrases as negative keywords, you may begin to prevent them. By doing this, you’ll make sure you don’t give them any more money.
8. Determine and Set Location Targeting
For your Google Ads for accountants campaign to: 1) meet your campaign objectives; and 2) monitor spending across many areas to avoid going over or under budget, you must set the right location targeting. For instance, you would typically examine data within a 50-mile radius around a region if you ran advertising there. You would gain more detailed insight into each zip code if you focused on all of the ones that are located within a 50-mile radius. This covers the areas where the majority of users convert, the areas where you spend the most but get the lowest return, and the areas where you may spend more or less to boost the conversion rate.
You may focus on particular regions of interest that you’d like to watch more carefully, such significant DMAs, while also targeting states or entire nations for larger national or international campaigns.
9. Target Specific Groups of People with the Observation Setting
Google AdWords provides audience targeting based on several variables. You may target advertising based on parental status, family income, age, or gender. Additionally, you may target certain audience groups directly based on their habits and interests, what they are actively looking for or intending to buy, or their previous interactions with your company.
I suggest using the “observation” feature to set up targeted audience targeting when launching a new campaign. This gives you access to statistics on particular audience characteristics, but it doesn’t restrict your reach to that particular goal. Without restricting your reach to a particular target, you are examining the data on the kinds of individuals that are engaging with your advertisements. With additional data, you may adopt a more proactive strategy by focusing on niche populations that respond well to your advertisements and have a high conversion rate.
This strategy may not work for everyone, but it can at least help you get a sense of the kinds of individuals who are responding to your advertisements and your company. Marketing and advertising usually want to get to know their audience better, and making use of the observation function is a great approach to do this.
10. Be Patient with Your Google Ads Campaign
Avoid taking hasty decisions. A lengthy game is Google Ads for accountants. Your campaign will grow better the longer you run it. With Google Ads, you can get results very quickly, but it may also take some time. In certain situations, I’ve started receiving conversions on the first day of the campaign. However, it’s crucial to be aware that it may take some time for Google to comprehend your objectives before conversions begin to flow in. As I previously stated, Google’s technology will optimise your ads to better match your objectives the more data it has.
If in the first few days or weeks you don’t get the traffic or conversions you’re hoping for, don’t lose your cool. Although this process may be sped up by hiring a competent Google Ads manager, it usually takes some time to get your campaign up and operating well.
In conclusion, our goal with this tutorial is to use Google AdWords to help you create a financial empire. We are aware of how busy you are with your clients, but if you need assistance creating and implementing an advertising and marketing strategy for your financial services company, give Modifyed Digital some thought. Get in touch with us now to find out more about our offerings.
