Have you tried different marketing strategies without getting a favorable outcome?
According to digital marketing experts, most Americans are exposed to between 4,000 and 10,000 ads on the internet daily.
If you’re like most financial advisors, paid advertising is somewhat of an afterthought for your business – something you’ve tried in the past or thought about trying but haven’t gotten serious about yet.
However, as a financial CEO, it’s essential to keep up with the latest trends in advertising and marketing to help your clients succeed in their businesses.
Google Ads and Facebook Ads are two of the most popular paid advertising services available today. However, they’re also two of the fastest-growing paid advertising services today, which means the competition will be intense—and the cost to reach your target market will be high.
(Source: Zima Media)
But if you want to get great results from your paid advertising campaigns, you need to work with both Google Ads and Facebook Ads in your paid advertising strategy. Here’s a complete guide showing how to use these financial advisor ads to get excellent PPC campaign results.
Take a look at what we have in store for you:
- What is PPC for financial advisors?
- Types of PPC Ads for financial advisors
- Why do financial advisors need Paid Ads?
- Strategies for Managing Your PPC for financial advisors' campaigns
- Rules for creating Paid Ads
- Top Paid Advertising options
- How to build your online visibility on Google: Top strategies for financial advisors
- Differences between SEO and Google Ads
- Google Ads vs. Facebook ads: How to choose the best channel for your financial business
- Building a Hybrid Paid Ads campaign: Tips for success
- Best PPC automation tools for financial advisors
- Don’t hire a paid ads agency until you follow this 5-step checklist.
Let's forge ahead.
What is PPC for Financial Advisors?
Moz reports that PPC traffic is 50% better than organic traffic in terms of conversion rate.
Pay-per-click advertising is an excellent way for you as a financial advisor to gain access to people who have demonstrated interest in your services. But it's not quite as simple as it sounds.
PPC ads are usually defined as pay-per-click advertising. The idea is simple: You bid on specific keywords so that your ad appears at or near the top of search results. Then, when someone clicks your ad, you pay a small fee.
(Source: The Next Scoop)
In theory, you only pay for impressions (clicks) that result in sales, so paid advertising services are often called performance marketing.
With PPC ads, you aren’t charged if people click on your ad but then don’t purchase anything. And if someone does buy something after clicking your financial advisor PPC ad, it can be tracked with software like Google Analytics or Zoho Reports to measure its effectiveness.
Before spending money on financial advisor pay-per-click ads, learn how they work and the results you can expect from running PPC campaigns. Google, for instance, offers different features—and specialties—and knowing how they work will help you get good results with your paid advertising efforts.
The same goes for Facebook ads that work for financial advisors.
Though both tech giants offer PPC options, they’re not precisely identical; there are differences between them that affect your bottom line.
Types of PPC Ads for Financial Advisors
Selling financial services is a competitive business, and like any other business, it’s hard to get results without paying for advertising.
What types of PPC ads should I create for my clients?
PPC (pay per click) advertising is very effective because it allows you to target specific keywords and phrases.
There are three main categories of financial advisor ads that you can use in your campaign:
- Text ads
- Display ads
- Search network ads
- Video ads
Each type has its pros and cons, and choosing the correct ad type depends on your goals.
Text ads are the most basic form of paid advertising services. Recent reports reveal that texts are more prevalent across different platforms, with 49% of people preferring them to product listings and video ads. However, 55% of people who click on mainly Google search ads favor text ads over other forms of PPC ads.
(Source: 99 Firms)
They appear as small text snippets within search results or when users click on financial advertisements. The text ads are usually displayed below the organic search results and may appear above the organic listings.
The advantage of using text ads is that they're easy to set up and manage. You only need to create one ad copy for all variations of your keywords.
However, text ads have some disadvantages too. For example, if you don't optimize your landing page correctly, it will not rank well in search engines.
Display ads are similar to text ads, except they take up more space than text ads. In addition, they show up next to the organic search results instead of appearing below them.
Recent reports show that when customers are exposed to display ads, they have a 155% chance of searching for more brand-specific terms.
Hence, display ads are banner ads that appear on web pages all over the internet based on what keyword was searched for or what website was visited by potential customers.
Advertising on display means showing ads on websites that don't belong to Google or Facebook. You can choose which websites display your financial services ads based on topics related to what you offer.
The financial advisor can also choose how much they want to pay per click, called a bid price. The higher your bid price, the more likely your financial advisor ads will be displayed in search results when someone searches for something related to your business.
Advertisers often use display ads to promote products and services. It's important to note that display ads are much more expensive than text ads. Display ads are generally used for financial advisor branding purposes, requiring high-quality images and videos.
This ad is the best option if you want to attract potential customers through financial advisor branding.
Search Network Ads
Search network ads are similar to display network advertising, except they only appear in SERPs (search engine results pages) rather than on websites.
If someone searches for credit repair using Google, they’ll see your financial advisor ads at or near the top of their SERP listings because of your high bid price—but only when they click on sponsored links after seeing your PPC ad in their list of results.
When advertising on search, you're bidding on keywords that people type into a search engine (Google, Yahoo!, Bing). Then, the financial advisor ads are shown when someone searches for those keywords. So if your target audience is searching for "Financial Advisor in Orange County," then your financial advisor ad will show up at or near the top of their results.
And because searchers are actively looking for what you offer, they're more likely to click on your ad than if they just happened upon it while browsing Twitter.
With search, you can also set different bids for different geographic locations. So, for example, you might pay less per click in New York City than in Des Moines because traffic tends to be higher.
Video ads are becoming increasingly popular, allowing you to add a short clip to your website or blog. When someone clicks on your video ad, they will be redirected to your site, where they can watch the full video. They offer many benefits, including high conversion rates.
People tend to spend more time watching videos than reading articles. In a survey by Wyzowl from December 2021, 88 percent of respondents affirmed that watching a video ad has convinced them to buy a product or service.
So, if you want to get higher conversions, then video ads are a good choice.
The low cost of creating video ads is another reason it should appeal to financial advisors. Video ads are cheaper than other forms of online advertising, such as social media marketing for financial advisors and SEO.
They are also pretty easy to set up. Unlike text ads, video ads can be created easily by anyone. All you need is a computer, webcam, and a microphone.
According to research studies, people prefer watching videos over reading articles. Therefore, if you want to engage your visitors, you should use video ads. Since video ads are interactive, they can target specific audiences based on demographics, interests, and behaviors.
Why Do Financial Advisors Need Paid Ads?
Paid ads are becoming an essential part of digital marketing, with 75% (three-fourths) of people in a Clutch survey affirming that they find things easier with paid search ads.
(Source: Blue Corona)
Simply put, search engines like Google get bombarded with traffic every day, making it more and more difficult for companies to have their content shown at a high ranking on search results pages.
Hence, there is a massive opportunity for financial advisors who want to attract new clients through paid ads. That’s because paid advertising service allows them to show up in search engine results alongside companies that have spent millions on traditional forms of advertising.
(Source: Merc Digital)
Here are 5 benefits of paid advertising for financial advisors:
1. Paid Ads Help You Stand Out from Your Competition:
Paid ads allow you to stand out from your competition by targeting only those people who are actively looking for help with their finances. Setting you apart from your competitors is one of the best benefits of paid advertising for any financial advisor.
Suppose you can show up when someone is searching for an investment advisor or financial consultant. In that case, you have a much better chance of converting them into clients than if they see your ad while they’re searching for something completely unrelated (like how to change my oil).
2. Paid Ads are Highly Targeted:
When you use paid ads, you can target specific groups of people based on their location, interests, age range, and even gender. These highly targeted campaigns will give you a great return on investment because you won’t be wasting money showing your ads to people who aren’t interested in what you have to offer.
3. Paid Ads Show Up Before Organic Results:
Paid ads appear above organic results, which means that your firm has a higher chance of being seen by potential customers.
4. Paid Ads are Easy to Set Up:
It doesn’t take long to set up financial services ads, especially if you know what keywords and phrases best attract leads and clients. Paid ads also don’t require any special skills or technical knowledge, so any financial advisor should be able to manage their campaign without having to rely on outside help.
5. Paid Ads Can Get Results Quickly:
Because financial services ads are easy to set up and manage, you can start getting accurate results within just a few days of launching your campaign. Hence, a paid advertising service is an ideal option for busy professionals who don’t have time to wait around for months until they start seeing actual returns on their investments.
Having seen the primary benefits of paid advertising, let’s consider the strategies for managing your campaigns.
Strategies For Managing Your PPC for Financial Advisors Campaigns
(Source: Gec Designs)
One of the greatest mistakes a financial advisor can make is not paying enough attention to their PPC campaigns. Successful paid advertising campaigns require monitoring, so you must be proactive about your PPC accounts. The best way to do that is by putting the right Facebook ads strategies for financial advisors in place to effectively manage your PPC campaign data.
Do you want to manage your paid advertising service in a way that gets results?
Here are 7 Facebook ads strategies for financial services to help you:
1) Setup your Google Ads Account for Auto-bidding:
If you’re running Google Ads or Facebook Ads, then you must set up auto-bidding as soon as possible. You don’t have to worry about spending more than your daily budget allows or making sure that ad spending doesn’t dip below zero (which can happen if bids go higher than expected).
Once set up, auto-bidding will automatically optimize bids based on the recent performance of each keyword group or ad group. It also prevents drastic spikes in CPC because they will only increase slightly over time instead of increasing sharply with every click.
2) Monitor & Adjust Campaign Settings Regularly:
Paying attention to campaign settings is crucial to ensure that your financial advisor ads aren’t being shown where they shouldn’t be. You should regularly check device targeting, location targeting, language targeting, demographics targeting, and even bid adjustments.
These settings can sometimes change without you realizing it—and once they do change, they might affect how many people see your financial advisor pay per click ads or how much money you spend on them.
3) Stay on Top of Performance Data:
Performance data like cost per click (CPC), cost per acquisition (CPA), conversion rate, and return on investment (ROI) play a significant role in determining whether or not an ad performs well enough to stay active. To get these numbers, you need to monitor your data often.
4) Set Up Conversion Tracking:
To understand what works and doesn’t work in your PPC account, you need to track conversions by setting up conversion tracking. Simply create a new Conversions column within one of your existing columns (like Ad Group Level Totals or Campaign Level Totals).
5) Use Analytics to Get a Bigger Picture of What Works and What Doesn't Work:
One of the most effective ways to learn what works and doesn't work is using analytics tools like Google Analytics. This tool provides information about traffic sources, page views, bounce rates, and other metrics that help you identify trends and patterns.
(Source: PPC Expo)
6) Check Out Competitor Keywords:
There's no better source of information than your competitors' keywords—so why not use them? By checking out competitor keywords using tools like SpyFu or SEMRush, you'll learn what terms drive traffic to competitors' websites. This insight can help improve your own paid advertising strategy.
7) Audit Your Ad Groups Regularly:
No matter how long you've been running PPC Ads, there's always room for improvement in ad groups. That's why it's crucial to audit your ad groups regularly. Every few months, you should look at your ad groups and ask yourself a few questions:
- Are they still relevant to my business?
- Are they grouped in a way that makes sense?
- Do they include similar products or services closely related to one another?
- Is it clear what I'm offering when someone clicks on an ad in that ad group?
- How can I tweak my financial advisor pay per click ads to perform better for specific ad groups, not others?
11 Rules for Creating Paid Ads
Creating high-converting financial services ads is getting more complex every day as the competition gets more challenging. However, if you must get your financial advisor ads noticed, you must play by the rules.
Although these rules are different from the Google policies Adword financial ads have to follow, they are essential for becoming a successful financial advisor.
We’ve selected 11 of the more uncommon rules you should follow:
Rule #1: Focus on Pleasing Your Prospects
It may seem obvious, but it bears repeating: People use social media because they want to connect with other people who share their interests and activities.
If all that mattered were getting your name out there, we would just start sending our resumes out to everyone we know. But unfortunately, this paid advertising strategy will likely get us some new job offers but may not lead to a successful financial advisor career.
It means that if you're going to create an ad on any social network–especially Facebook–it needs to focus on how YOU can solve prospects' problems rather than why THEY need YOUR services!
However, do not go against the Google advertising restrictions for financial products in trying to please your prospects.
Rule #2: Create Numerous Ads.
(Source: Digi Guru)
The internet is a prominent place, and you'll never really know where your next client will come from outside of direct referrals. Over 80% of consumers begin their search for financial advice online - which means that creating lots of different financial advisor pay per click ads across many other platforms could be a wise strategy!
Rule #3: Build Genuine Relationships.
The best financial advisors have worked with clients referred by family members or close friends. So what does that tell us?
Well, first off, it tells us that these financial advisors built relationships with their potential customers before trying to sell them anything. Second, these financial advisors didn't simply rely on advertising campaigns to find new business. Instead, they focused on building genuine relationships with those around them!
Rule #4: Create Excellent Content.
Instead of taking shortcuts, do yourself a favor and spend more time focusing on providing value to your audience while working hard to build genuine relationships within your community.
(Source: Credible Content)
Your content should always be excellent before you ever think about paying for traffic.
Once you've done those two things consistently over an extended period, consider using paid advertising service as part of a broader marketing campaign!
Rule #5: Create a Budget for Your Paid Campaigns.
This step is crucial when starting any type of marketing campaign. Without a proper budget, you won’t know what you should invest in.
(Source: Wall Street Mojo)
To make things easier, we recommend creating three separate budgets:
- Long term budget
- Medium-term budget
- Short term budget
If you choose to create multiple budgets, allocate a certain amount of money to each budget. For example, let’s say $100 to spend on your campaign. You can then divide it into 3 parts. Each part represents a specific budget period.
Now, you can start planning your campaign.
Rule #6: Set a Daily Budget imit.
Before you begin your campaign, it’s essential to set a daily budget limit. Hence, you only spend a certain amount of money every single day. If you don’t do this, you risk running out of money before reaching your goal.
When deciding how much money you want to spend per day, there are 2 main factors that you should consider:
- Your desired conversion rate
- The average cost-per-click (CPC)
Let’s take an example. Let’s say that your desired conversion rate is 5%, and your CPC is $0.40.
Then, you should set a maximum daily budget of $20 to enable you to spend up to $20 per day. However, if you spend more than $20, you will not reach your target.
On the other hand, if you want to spend less than $20 per day, you should set a minimum daily budget of $10. Hence, you cannot pay less than $10 per day.
However, keep in mind that setting a daily budget limit doesn’t mean that you can never exceed it. It just means that you will only exceed it once every 7 days.
Rule #7: Keep Track of Your Spending.
Once you have decided how much money you want to be invested in your campaign, you need to keep track of your spending. To help you with this task, we recommend using Google Analytics or Facebook Insights. Both platforms allow you to monitor your performance over time.
Once you have created a report, you can use this information to determine whether or not your campaign was successful.
Rule #8: Set Goals
Setting goals is one of the most important steps when launching a paid campaign. When setting your goals, you should think about short-term and long-term goals.
(Source: Titan Growth)
Short-term goals include increasing conversions, increasing traffic, etc. They usually last for one month. Long-term goals include getting new clients, generating leads, etc. These typically last for six months or longer.
Rule #9: Create a Landing Page and Promote It.
Creating a landing page is another step you should complete before starting your campaign. A landing page is a web page that has been explicitly designed to drive traffic to your website.
An excellent way to generate traffic is through financial advisor ads on social media platforms like Facebook and Google. Once you have generated enough traffic, you can create a landing page and promote it.
After creating your landing page, you should promote it. You can do this by sharing it on social networks, writing articles, etc.
Rule #10: Analyze Your Results and estrategize if necessary
After promoting your landing page, you need to analyze its performance. How well did it perform? What were the key metrics?
If your landing page wasn’t performing as expected, you should improve your paid advertising strategy. There are many ways to improve your technique. Some examples include:
- Increase your ad budget.
- Use different keywords.
- Add more content.
- Change your landing page design.
- Add more calls to action.
Rule #11. Launch a Second Campaign and Analyze Your Results.
After improving your first campaign, you should launch a second campaign. You should test two different strategies at once. You could run two of them simultaneously. One would focus on increasing conversions, while the other would focus on traffic.
If your second campaign performed better than your first one, you should continue testing until you find the best combination of strategies.
You may have found an effective combination of strategies. However, there is always room for improvement. Therefore, you should continue testing until your third campaign performs even better.
This process will repeat itself until you reach the point where your fourth campaign performs better than your third one.
Top Paid Advertising Options
Depending on your niche, your main paid advertising options as a financial advisor will be Google Ads or Facebook ads. Both are excellent ways to reach potential clients searching for information about financial planning online.
(Source: Boost Likes)
You can use either platform for your financial planning business; however, each has its strengths that may make one more suitable than another, depending on what you’re trying to accomplish with your campaign.
To get started with any paid advertising services, you’ll need a decent credit score, a good-sized bank account, and a clear sense of what you want to accomplish (i.e., targeted clicks, leads, or sales). These aren’t free services; they do require a fee per click (CPC) or an investment in time spent creating ads.
Below is an overview of how they work and some tips for getting started with both platforms. Choosing based on your financial situation, business goals, available budget, and target audience is essential.
If you’re unsure which platform is best for your financial planning business, it might be worth reaching out to a professional pay per click advertising agency. These experts can help you determine which platform makes sense for your company. They can also guide you through setting up a successful financial advisor pay per click ads campaign.
Google Ads Campaign
Google Ads is primarily used for search engine marketing but can also be used for display advertising: adverts placed on websites via text or image. CPCs are more competitive than Facebook, and costs can quickly rise if you're not careful about your targeting settings.
Currently, the average cost per click for Facebook ads financial industry exceeds Google by $0.33.
The paid advertising service has several pricing models depending on your business goals and overall budget. However, we recommend checking out its cost-per-click model (CPC), which charges advertisers based on how many times people click their adverts.
Every financial advisor seeking high conversion rates should leverage this tool in their PPC campaign.
Here are some more benefits of Google Ads:
1) Target Customers Directly
Google Ads is an excellent way for financial advisors to target potential clients directly through pay-per-click ads. They allow you to target people based on their search terms to reach exactly who you want and when you want—even if they haven't heard of your company!
2) Multiple Ad Formats
A key benefit is that it provides financial advisors with flexibility by allowing companies to choose from multiple ad formats, including text ads, image banners, and video ads. In addition, it will enable businesses to use creative messages tailored specifically for their customers.
And since not all prospects respond equally well to each type of ad format, it helps ensure higher conversion rates.
3) Allows for Easy Remarketing
Advanced features like Remarketing Lists for Search Ads (RLSA) allow financial advisors to reengage previous visitors.
For example, let's say you've written an educational piece on financial planning and have published it online. You could create a remarketing list using RLSA and then show those visitors specific ads related to financial planning once they visit other sites across the web.
It gives you greater control over your marketing efforts because you only pay when someone interacts with your ad — either by clicking on it or viewing it for at least 30 seconds — instead of spending every time someone sees your advert.
4) Set Up Bid Adjustments
Another benefit is that it allows you to set up mobile bid adjustments, enabling you to adjust bids for mobile devices. For example, if most of your traffic comes from mobile users, it might make sense to increase them for mobile devices instead of desktop computers.
Or vice versa: If most of your traffic comes from desktop users, you may wish to decrease bids for mobile devices instead of desktop computers. With Google Ads, there are no limits on bidding or daily budgets, though there are restrictions around some types of ads.
That means financial advisors can test different strategies and find one that works best without worrying about hitting a hard cap on spending.
Facebook Ads Campaign
A Facebook ad campaign is a series of ads that run across multiple platforms, including Facebook itself, Instagram, and mobile apps. In addition, a single ad may appear on any platform or combination of media.
(Source: Slide Player)
Facebook ads that work for financial advisors are highly effective because they target individuals interested in what you’re selling. In addition, they are less expensive than traditional advertising methods like TV commercials.
Facebook ads are perfect for businesses looking to connect with existing customers, build their brand awareness, increase sales, and generate leads.
But why do financial advisors need to run Facebook Ads?
According to a report from Meta Platforms Inc., Facebook has 2,912 billion monthly active users worldwide. That’s nearly half of the world’s population!
(Source: Data Portal)
As an advisor, you should know how to leverage the power of Facebook ads. Here are some reasons why you should start running Facebook ads that work for financial advisors today:
1) Build Brand Awareness.
Facebook ads help you reach new clients. They also help you grow your client base.
If you have a strong brand image, you can create ads that show off your brand. For example, you could advertise a free consultation session. Or, you could offer a discount on your services.
2) Increase Sales.
You can use Facebook ads that work for financial advisors to sell products and services. For example, you can promote a product sale or a special promotion.
3) Generate Leads.
You can use Facebook ads to generate leads if you have a well-designed landing page.
4) Grow Your Client Base.
Can financial services target a specific age with Facebook ads?
Yes! Facebook ads allow you to target potential clients based on demographic information and interests. Therefore, you can attract clients who are most likely to buy your services.
5) Improve Customer Service.
Facebook allows you to respond directly to customer comments. Doing this helps you improve customer service and resolve issues quickly.
6) Create Content Marketing Videos.
Facebook offers a variety of tools to create engaging content. These include video creation software, live streaming options, and more.
7) Promote Events.
Facebook makes it easy to share photos, videos, and other media about events.
8) Measure ROI.
With Facebook ads that work for financial advisors, you can measure the return on investment (ROI).
9) Boost conversions.
Facebook ads make it easier to track conversions.
10) Target New Audiences.
Facebook ads let you target specific audiences based on demographics, location, interests, pages liked, and more.
11) Run Multiple Campaigns at Once.
Facebook lets you run multiple campaigns simultaneously to increase the likelihood that one will perform better than another.
What are the Pros and Cons of each paid advertising option?
The two significant financial advisor advertising options have some advantages and limitations. They are:
- Google Ads allows you to create ads that show up when people search for specific keywords related to your business.
- Facebook Ads allows you to create ads that show up in a person’s News Feed when they’re not browsing Facebook.
- On average, Google Ads costs more per click than Facebook Ads, but it also has higher conversion rates. However, Facebook ads are $0.33 more expensive than Google ads for the finance industry. Note that the average cost per click for Facebook ads financial sector is $3.77.
- Although Facebook Ads are less expensive than Google Ads, they have lower conversion rates.
How To Build Your Online Visibility on Google: Top Strategies for Financial Advisors
If you’re a financial advisor, it might feel like your business exists in a vacuum. Fortunately, you can change that with a good PPC strategy in place.
(Source: Media Boom)
We'll look in-depth at 6 ways financial advisors can build their online visibility using two popular (and low-cost) social media platforms: Google Ads and Facebook ads. Successful financial advisors have used both of them across the United States.
If you're an advisor who wants to get more clients from organic search results on Google, Facebook financial advisor advertising is one of your best options! Why? Because they deliver real value to prospective clients.
Here's how financial advisors can make sure they're getting excellent PPC campaign results with both Google Ads and Facebook ads:
#1 - Create a List of Searcher Intent Keywords Financial Advisors Should Target with their Ad Campaigns
Search intent keywords are words or phrases that people type into search engines when they already know what they want. For example, someone looking for a financial advisor might type Best Financial Advisors or Financial Advisors Near Me.
These phrases indicate high search intent because people don't typically ask questions unless they already know what kind of information they need. Therefore, financial advisors should target these keywords with their ad campaigns to attract highly qualified leads who are ready to buy.
#2 - Use Negative Keywords
Financial advisors should also pay attention to negative keywords. These words or phrases will cause your ad not to appear in search results.
(Source: Search Engine Journal)
For example, let’s say you run a financial planning firm called John Smith Financial Services. You'd likely want to include a negative keyword such as financial planner software so your ad doesn't appear next to irrelevant searches like financial planner software.
It will help ensure that only relevant customers see your ad and click through it.
#3 - Include a Call-To-Action
Financial advisors should also make sure their ad copy includes a call-to-action (CTA). CTAs tell users exactly what action you want them to take once they land on your website.
They could be as simple as Click here or Get Started Now. Ideally, financial advisors would create CTAs based on customer research, but sometimes it makes sense to test different CTAs until you find one that works well.
#4 - Track and Optimize Your Ad Campaigns
Financial advisors can track and optimize their ad campaigns by setting up conversion tracking and split testing. Conversion tracking lets you monitor your ad campaigns to see which ones perform better than others. Split testing allows you to compare multiple ad versions and choose which one performs better.
Financial advisors should set a budget, decide on a landing page, and start testing different versions of their ad copy. The key is to track how each version performs and then optimize accordingly. Over time, financial advisors will be able to fine-tune their Google Ads and Facebook ads, so they're attracting more high-quality leads than ever before.
#5 - Grow Your Audience
Financial advisors can grow their audience by creating a YouTube channel and a LinkedIn profile. YouTube is one of Google's top 3 search results, so it's a great place to share educational videos to help you connect with new prospects.
On the other hand, you can use LinkedIn to establish yourself as an industry expert and connect with other professionals in your niche. Both of these platforms are free and easy to set up.
Once they are set up, you can link your website, and Facebook accounts to your profile or content to grow your audience.
#6 - Be Mindful of What You Post
Financial advisors should never forget that they're representing their brand when they engage in social media marketing for financial advisors. Therefore, it's essential to be mindful of what you post. For example, financial advisors should never post anything that could make them look unprofessional or unethical.
Social media marketing for financial advisors is a great way to promote your services and interact with potential clients. Still, it's always important to remember that your posts are permanent and can affect your reputation.
Differences Between SEO and Google Ads
The two best ways for financial advisors to get more website traffic are SEO (search engine optimization) and PPC (pay-per-click). Although many similarities exist between them, you must take note of their significant differences.
(Source: DP Tech Group)
Since this article is an introductory guide for financial advisors looking at PPC or starting their ad campaigns, we’ll cover 7 of the main differences between search engine ads and paid search so that you can effectively use them.
- You can't control what keywords people type in using SEO; with PPC, you have complete control over your keywords;
- In SEO, there are hundreds of thousands of keywords available; in Ads, you should not exceed 30;
- In SEO, it's hard to know if your site will rank until it does; with Ads, you'll know within 24 hours;
- In Ads, it costs money every time someone clicks on your ad; in SEO, there is no cost per click;
- With Ads, you pay based on how many people click through to your site; with SEO, you pay based on how much traffic comes to your site;
- In SEO, quality links are essential; in Ads, quality links don't matter;
Let's expand on each one of these differences:
1. You can't control what keywords people type in; you have complete control over your keywords with PPC.
SEO involves optimizing your website for specific long-tail keywords. On top of that, you're competing against millions of other websites trying to do precisely the same thing – they want those high-volume terms too!
However, financial advisors can choose which words they want their ads to show up under for Ads campaigns. By carefully selecting which phrases financial advisors target, they can ensure that they're only paying for relevant traffic.
2. In SEO, there are hundreds of thousands of keywords available; in Ads, you should not exceed 30.
When financial advisors do SEO work on their websites, they have access to hundreds of thousands of keyword combinations. Of course, not all of these will be relevant to their business, but it gives financial advisors plenty of scope for experimentation.
In contrast, although there is no fixed number, as a general rule, financial advisors can only choose from around 30 different keywords when running a campaign on Ads. Here's why:
- Monitoring and optimizing too many keywords will overwhelm you;
- It will be difficult to identify underperforming keywords;
- It will be too expensive for your marketing budget;
- Your ad will stop running as soon as you reach the maximum budget for the day;
So while it might seem limited at first glance, focusing on not more than 30 key phrases can help financial advisors increase their chances of getting conversions.
3. In SEO, it's hard to know if your site will rank until it does; with Ads, you'll know within 24 hours
If financial advisors run a successful SEO campaign, they won't see any results immediately. Instead, they have to wait for Google to crawl their website and determine whether or not it deserves a good ranking. As a result, financial advisors may wait weeks before finding out whether or not their efforts were successful.
But with Ads, financial advisors can quickly find out whether or not their ads are working. Within 24 hours, they'll be able to tell if they're attracting new visitors and making sales.
4. In Ads, it costs money every time someone clicks on your ad; in SEO, there is no cost per click
One of the most significant advantages of financial advisor advertising is that you only pay when someone takes action after clicking on their ad. That means financial advisors can experiment with different types of paid advertising options without worrying about wasting money.
SEO, on the other hand, is entirely free. As a result, financial advisors can make changes to their website whenever they want without spending a penny.
5. With Ads, you pay based on how many people click through to your site; with SEO, you pay based on how much traffic comes to your site
SEO works very differently from Ads because financial advisors aren't charged for individual clicks. Instead, they pay for a certain amount of traffic to their website.
For example, let's say that financial advisors are charged $1 for every 100 visits to their site. They could set a daily budget of $100 and only pay Google once they've received 100 visits to their site.
In contrast, with Ads, financial advisors are charged for individual clicks. So if they set a daily budget of $10 and receive 20 clicks on their ad, they would only pay Google $10.
6. In SEO, quality links are essential; in Ads, quality links don't matter
Financial advisors can attract higher rankings by building a solid backlink profile in SEO. They can attract relevant sites to link to their website and build trust with potential customers.
In Ads, however, financial advisors have to focus on driving traffic rather than building backlinks.
Google Ads Vs. Facebook Ads: How To Choose The Best Channel For Your Financial Business
For example, you’re a financial advisor in San Francisco trying to drum up a new business. What do you do? How do you get your name out there without looking like a total spammer? One option is paid search advertising, also known as PPC (pay-per-click) marketing.
In other words, if someone searches for financial advisors near me, they might see your ad pop up along with different results on their screen. As a result, it can be tempting for financial advisors who are just starting or looking for new clients to dive into paid search advertising, especially since it doesn't require any upfront costs.
But should financial advisors use Google Ads or Facebook ads for their business? Unfortunately, the answer isn't so simple: It depends on the type of financial advisory firm you are running and the clients you're targeting.
For example, one may ask, “can financial services target a specific age with Facebook ads?”
Yes, Facebook Ads can, but so can Google Ads.
Here are some factors to consider when choosing the best channel for your financial business:
1. Do you want to focus on local businesses and customers?
2. Do you have lots of money to spend?
If you have lots of money to spend, you'll probably get a better bang for your buck using Google Ads over Facebook Ads. While Facebook Ads may seem cheaper because you only pay per click, advertising on Google for financial advisors allows you to set daily budgets.
It makes it easier to limit spending while still getting clicks from potential customers.
3. Do you want more control over how your ads look?
Google Ads will likely be more effective than Facebook Ads for focusing on local businesses or customers.
With local intent keywords, potential customers searching for things like financial advisors near me or tax preparers in Oakland are already thinking about where they want to work with an advisor, which means they're more likely to click an ad that pops up alongside local search results.
(Source: Alecan Marketing)
That's not necessarily true for generic terms like financial advice, which could attract people across different geographies.
If you want more control over how your ads look, advertising on Google for financial advisors gives flexibility in designing creative content for your campaigns.
Financial advisors can choose from multiple formats, including text only, image only, text + image, and even video options, to cater to each campaign specifically toward their target audience.
Building A Hybrid Paid Ads Campaign: Tips For Success
If you are not an advertising expert or a financial advisor, you might wonder what a hybrid paid ads campaign is.
(Source: Influencer Marketing Hub)
The term hybrid refers to an ad campaign that uses pay-per-click (PPC) campaigns on search engines like Google or Yahoo! and display advertising campaigns on social media platforms like Facebook.
Why Should You Consider Building a Hybrid Paid Ads Campaign?
If you’re currently running only one type of campaign, you might be leaving money on the table. Here’s why you need a hybrid paid ads campaign.
1. Get More Traffic for Less Money
The most significant benefit is getting more traffic for less money by combining search engine marketing (SEM) with social media marketing (SMM). For example, if your SEM campaigns are converting at a rate of 1%, then add some SMM campaigns and see if they convert at 3%.
2. Attract More Targeted Visitors
You can also combine different keywords in your campaigns to attract more targeted visitors.
For example, suppose your SEM campaign targets people searching for financial advisors while your SMM campaign targets people searching for financial advisor jobs or financial advisor reviews. In that case, both audiences will see your ad but will be more likely to click it because it's relevant to their interests.
3. Target Multiple Demographics
Combining different ads lets you target multiple demographics without creating numerous accounts and spending tons of time managing them.
4. Run Retargeting Campaigns
Combining search engine marketing with social media marketing allows you to run retargeting campaigns that show your ads to people who have already visited your website. They don't forget about you when they're ready to make a purchase decision.
(Source: Slide Player)
These remarketing campaigns help remind customers who haven't made a purchase yet that your business exists so they can come back and buy from you instead of someone else later on down the road!
5. Target Specific Keywords Across Platforms
Finally, combining search engine marketing with social media marketing allows you to target specific keywords across platforms. For example, you can use exact match keyword phrases in Google Ads and include those same match keyword phrases in your Facebook ads.
It helps avoid confusion among users who might think two different things when they see a financial advisor as an ad text on Google versus what they feel when they see a financial advisor as an ad text on Facebook.
How To Build a Hybrid Paid Ads Campaign
Hybrid paid ads campaigns have both display ads and sponsored link (paid search) ads. When executed correctly, these campaigns can make you a successful financial advisor.
To build a hybrid campaign, financial advisors need to use their target audience's knowledge and industry trends to create an effective campaign. Financial advisors should also take advantage of new features offered by major platforms like Facebook and Google to get better results from their campaigns.
There are three main paths to using paid advertising services for financial advisors like Facebook Ads and Google Ads. You can run your campaigns with these services or opt for a hybrid approach that uses paid search advertising agency or third-party service. Your final option is managed services through an online marketing company like Flying V Group.
Whatever path you choose, your ultimate goal should be finding a paid ad solution that works best for you while also delivering results above and beyond what you might achieve from organic social media efforts.
The good news is that today’s marketers have more options than ever before, including financial advisors who want to boost their social media presence.
Let's look at how to run a hybrid paid ads campaign and examine tips for success.
There are two key things that any paid financial ads campaign needs to succeed:
- consistency, and
- a cohesive strategy.
Consistency means that your brand messaging remains consistent across all paid channels. So it's not just about having different messaging on each platform; instead, it’s about ensuring that whatever message you use is consistent in tone, language, etc., across all platforms.
Meanwhile, a cohesive strategy refers to where paid advertising efforts work together with organic social media efforts—not against them.
Paid financial ads should be part of an overall plan that includes organic content creation and sharing, influencer marketing, etc. The goal here isn't to run paid ads at all costs (which could be costly) but instead to use them as part of a larger marketing plan.
Paid advertising can complement other digital marketing efforts without undermining them or muddying your message.
Best PPC Automation Tools for Financial Advisors
Many financial advisors rely on paid advertising services like Google Ads and Facebook Ads to acquire new clients. Unfortunately, this can be a time-consuming and frustrating process, especially if you are not experienced in creating, optimizing, and managing paid search campaigns.
If you’re already familiar with the pay-per-click (PPC) service industry, you know how quickly things can change, from new ad platforms like Facebook Ads to mobile changes like responsive website design.
Luckily, several tools can help you keep up with these changes, including Google Ads and Facebook Ads that work for financial advisors. So, if your organization is pretty extensive, you may want to consider automating a good chunk of your marketing.
- Ad testing
- Campaign management
The best thing about automation tools is that they work with other paid search tools. In addition, you'll be able to set up different kinds of automated rules based on multiple factors—including price and competition level—so you can get just the right balance between automation and control.
Also, keep in mind that automated rules aren't always “set it and forget it.” Instead, you'll need to tweak them regularly so they stay relevant.
Finally, automation doesn't mean giving up the human touch altogether. One way to get around all those algorithmic constraints is by partnering with digital marketing experts who know their way around PPC advertising campaigns and can use their intuition to push past boundaries that technology simply can't handle.
How Can PPC Automation Tools Help Your Financial Advisory Firm?
According to Frederick Vallaeys, Co-Founder and CEO at Optmyzr, “Successful PPC advertisers will learn how to deploy automation layering in 2022 to stay in control of modern PPC.”
If you are still not sure about joining this trend, here are five benefits you may be losing out on:
1. Saves Time
One of the most significant advantages of PPC automation is the time it will save you. While enhancing your results, you will drastically cut the time spent setting up and administering your campaigns.
You can devote more time to other high-value work if you spend less time on repetitive, time-consuming tasks.
2. Boosts Brand Awareness
Every business owner wants to get their company to where customers instantly recognize it. Brand awareness directly impacts a company's success, allowing it to stay ahead of the competition, earn more income, and expand. PPC automation can help your brand become more relevant by making it easier to promote it through widespread web promotion.
3. Gives Transparent Results
PPC offers evident and immediate results: either you acquire clicks and prospects or don't. You either receive the clicks at a reasonable cost or don't. And, utilizing PPC automation, you won't have to rely on others to interpret your results.
Alternatively, you use an automated system to track the effectiveness of financial ads. This system aids in transparent billing.
4. Modify Target Ads to Your Needs
Targeting is one of the mitigating elements that contribute to a successful PPC ad campaign. If you can target your intended audience, more precisely, you will be more inclined to receive clicks. And for organizations that operate nationally or internationally, this necessitates factoring in various time zones, demographics, languages, and so on.
PPC automation is a set of technologies that uses AI to account for all of these elements and execute them to increase the effectiveness of your adverts.
5. Optimize Ads' performance
PPC automation software, when utilized appropriately, may help you optimize the performance of your financial ads and increase your return on ad spend (ROAS). In addition, due to improved data, automation allows you to make more informed judgments, and PPC automation will enable you to alter your Facebook ads strategies for financial advisors with greater flexibility than doing it manually.
Categories of PPC Automation Tools
There are numerous solutions in the form of PPC automation tools that vary in complexity and customizability.
Many ad networks include capabilities that allow you to automate some portions of your campaigns. In addition, this software is generally simple to use and set up. They can also automate operations like bidding.
You may need to use scripts to create custom adjustments that aren't possible using ready-made tools.
Automation Based on Rules
You may manually change your settings in platforms like Google Ads to establish rules that automate aspects of your campaign management. Using these rules, you can tell Google Ads to perform many tasks based on the circumstances.
Meanwhile, you must adhere to the Google advertising restrictions for financial products when setting up automation. These are Google policies Adword financial ads must follow to avoid getting banned.
Comprehensive PPC Automation Software
There are also various third-party tools for highly sophisticated PPC automation accessible. These PPC automation online tools allow you to automate a variety of components of your PPC campaigns, like adding ad extensions and budget distribution.
You can also create your own PPC automation system. This method, of course, necessitates development experience. Large firms with particular PPC needs most likely use this option.
Top 10 PPC Automation Tools
To help you take your paid advertising game to another level, we’ve compiled a list of my top 10 favorite PPC automation tools to make running successful pay-per-click campaigns much easier for you.
With Hootsuite, it is easy to create a campaign and schedule it so that you only pay when someone clicks through from an ad. Furthermore, it allows you to add text ads and image ads (Google) or sponsored posts (Facebook). And it's easy enough for even beginners with no experience at all!
If you are looking for advanced features like A/B testing, retargeting, and conversion tracking, then AdEspresso is your best bet. This tool also makes it easier to track your campaigns on both desktop and mobile devices.
AdEspresso is a new automated software that gives you control over your Google AdWords campaigns, LinkedIn Ads, and Facebook Ads. With AdEspresso, you can create new ads in just seconds without writing a single line of code.
The intuitive platform allows users to create up to 50 different variations of their financial advisor pay per click ads and manage them all under one account. It also enables users to monitor conversions on websites and track results in real-time as they work towards meeting their monthly goals.
It’s flexible enough to be used by small-business owners looking to automate part of their marketing or larger businesses that need a more robust automated platform.
3) WordStream PPC Advisor
WordStream PPC Advisor is another paid advertising service that lets you set up your account and run pay-per-click campaigns in just minutes. The software will help you find relevant keywords based on topics related to your business and get more traffic to your website.
SEMRush offers competitive intelligence data about search engines, social media marketing, display advertising, video marketing, email marketing, keyword research tools, etc., enabling its users with valuable insights into their competitors' strategies.
With SEMRush, you can easily monitor your competitor’s ad performance, compare yourself with them and see where you need to improve. You can also use their Keyword Difficulty Tool to check how difficult it would be to rank for specific keywords.
This way, you know which keywords are worth investing your time and money on.
Optmyzr is a pay-per-click advertising company that has won numerous awards. Using AI capabilities automates the optimization of your financial advisor ads. From the platform, you can manage both Bing and Google ads.
It helps you manage your account by allowing you to add or remove keywords, change placement on display networks, adjust bids, and use the shopping campaign.
6) Google Ads Editor
Google Ads Editor is yet another free application for creating and altering advertisements. It helps you manage many Google Ads accounts and work on various online or offline ad campaigns.
With the aid of this software, you can manage ad campaigns, make bulk changes to keywords, and adjust bids. This PPC automation solution might assist you in effectively managing your campaigns.
Did you know that you can manage all of your accounts from one central dashboard? You can also search for and replace content and redo or undo changes.
It also allows you to make adjustments to all of your accounts simultaneously. You may search for and replace information, move things, and undo or redo modifications across several campaigns using the Google Ads Editor. This software solution allows you to share your work with colleagues easily. In addition, you can effortlessly import and export documents.
PromoNavi is a digital service that enables marketing executives, startups, and PPC specialists cut time maintaining PPC accounts, automate routine work, find potential problems, and keep real-time track of ad success.
PromoNavi helps business owners and PPC professionals automate their work across the board, including keyword and competitor research, campaign development, optimization, tracking, and reporting.
Acquisio is a tool for managing bids and budgets in PPC campaigns. It analyzes and adjusts bids and budget allocation with the help of algorithms. When allocating budgets, seasonality, time, day, and ad platform are all considerations.
You won't have to waste time bidding on financial advisor pay per click ads or researching bids when using this software.
Financial advisers with several accounts and anyone too preoccupied to keep track of bids and budget distribution may benefit from this software. In addition, its price options are flexible, making it a good choice for small and large businesses.
SpyFu includes a full suite of PPC toolkits that you can use to improve the performance of your sponsored campaign. The software does everything from providing keyword suggestions to monitoring your ad activity.
It adds templates to your account and allows you to use them immediately. SpyFu also aggregates all relevant keywords for each ad group, so all you have to do now is enter keywords for your product or brand, and you're ready to go.
You can make and amend several bids with this bid management tool. In addition, Kenshoo provides bid proposals, budgets, and ad effectiveness estimates using cutting-edge machine-learning algorithms.
Kenshoo is known for its programmed accounts, which help campaign creation and traffic generation. It also provides real-time reports to monitor the progress of your campaign. Even though Kenshoo is an enterprise-level software, it offers plans and paid tools for small enterprises.
Don’t Hire a Paid Ads Agency Until You Follow This 5-Step Checklist
Benefits of Hiring a Paid Ads Agency
(Source: Kloud Portal)
The benefits of hiring a pay-per-click advertising agency are enormous for financial advisors. These include not having to worry about creating ads or managing your campaigns, having an expert who has already done these tasks, and getting solid reports on how your campaigns are doing.
If you hire a good agency, they’ll be able to provide a better ROI than any financial advisor can do on their own. These are some of the benefits of partnering with an excellent financial advisor pay per click ads agency:
1) Creating advertisements is time-consuming, and most financial advisors don't have this skill set:
Financial advisors don't run PPC campaigns themselves because it takes time to create advertisements that convert well. But if you have no experience writing effective advertisements, it can take quite some time before your campaign starts performing well enough to justify its cost.
A financial advisor should focus on financial planning, not spending hours each week tweaking advertisements, so they perform well.
2) Not having to manage your campaigns means you can focus on financial advisory services instead:
2) Monitor & Adjust Campaign Settings Regularly:
Another benefit of hiring a pay per click advertising agency is that you won't need to manage your campaigns anymore. When running financial advisor pay-per-click ads, there are many aspects involved, such as bidding strategies, keyword research, ad copywriting, and landing page optimization, just to name a few.
An experienced paid search advertising agency will handle all of these aspects while you focus on financial advisory services instead.
3) An expert that has already done these tasks is always better than doing them yourself:
Hiring an expert means you get someone who knows what they're doing right from day one. Most agencies will have more experience working with financial advisors than most financial advisors do!
4) Getting solid reports on how your campaigns are doing:
When you work with a pay per click advertising agency, you'll receive detailed weekly reports on how your campaigns are doing. With these, you'll know which keywords and which pages are converting best so that you can optimize them even further to improve performance.
And when something isn't converting as well as expected, you'll know about it quickly to make adjustments immediately.
5) Getting access to tools financial advisors typically don't have access to:
Good PPC agencies will have access to tools financial advisors typically don't have access to, such as bid management software like Unbounce or WordStream. These tools make PPC campaigns more accessible by providing actionable data regarding performance metrics like conversion rate.
6) Learning about new strategies for improving performance:
Finally, another great benefit of hiring a paid search advertising agency is that you'll learn new Facebook ads strategies for financial advisors. By working with different agencies over time, you'll gain insights into new ways to advertise online.
5-Step Checklist for Hiring a Paid Ads Agency
Here are five great questions you should ask. If you don’t get answers that sound right for your business, keep looking. You have options. And there's no reason to settle for less than stellar work from paid search advertising agency if you don't have to!
1) What type of client do you prefer?
The first thing you want to know about any agency is what kind of clients they like working with. Are they a one-size-fits-all agency, or do they specialize in specific industries? If you're going after very niche markets, it may make sense to go with an agency that has experience working in your particular niches.
2) What kind of results do clients typically see?
This question is another way of asking what typical ROI looks like for them. Knowing the ROI they have been able to get for past clients will give you an idea of what you should expect from working with them.
3) How many campaigns do you run at once?
A good rule of thumb when dealing with agencies is three strikes, after which you're out. So don't give an agency more than three chances to screw up your campaign.
4) Do you offer account management?
If so, how often will I hear from my rep(s)?
Account managers are liaisons between you and other employees at a company; they're responsible for ensuring that you stay happy with your financial advisor pay per click ads and provide feedback on best practices moving forward.
5) What tools do you use?
The answer here will tell whether or not they're worth their salt. But, again, a reputable PPC management agency will know the right tools for a better campaign outcome.
A Hybrid PPC Campaign Strategy is Best for Your Firm
Financial advisors have been using different methods for PPC marketing for quite some time now. And with technology advancing rapidly, financial advisors need to change their marketing techniques frequently to continue seeing optimal results from their efforts.
Luckily, new technology has made it easier for financial advisors to get involved with paid advertising services.
Don't hesitate to reach out to us if you’re interested in learning more about financial advisor PPC campaigns.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.