Understanding the Landscape
Before we dive into the nitty-gritty, let’s clarify a few key points:
Google Ads vs. SEO: These two are not interchangeable. Google Ads is distinct from search engine optimization (SEO). While both are essential, they serve different purposes and operate on different timelines. Remember this crucial distinction as we proceed.
The Power of Google: Google processes over 3.8 million searches per minute1. It’s where potential clients turn when seeking financial advice. Ignoring Google Ads means missing out on a massive audience.
Demographics and Intent: Younger investors (those under 45) with investable assets often start their financial searches online1. Additionally, mobile searches related to “financial advisors” have surged by 75% in the last two years.
ROI Potential: Businesses generate an average of $2 in revenue for every $1 spent on Google Ads1. That’s a compelling reason to explore this avenue.
Google Ads and PPC
Before diving into the specifics of Google Ads for financial advisors, let's first understand the basics of PPC advertising.
What is PPC?
Pay-per-click (PPC) advertising is a model where advertisers pay a fee each time their ad is clicked. Google Ads is the most popular PPC platform, allowing businesses to display their ads on Google's search engine results pages (SERPs) and across its vast network of partner websites.
How Does PPC Work for Financial Advisors?
When someone searches for a financial service or related keyword on Google, your ad can appear at the top of the search results. If a potential client clicks on your ad, you pay a fee to Google, and the user is directed to your website or a designated landing page. The goal is to attract qualified leads who are actively searching for the services you offer.