Google searches are fairly predictable. Google will tell you the average number of people who search for various phrases each month. For example, 320 people search for “financial advisor Charlotte” each month. That’s pretty helpful in making the decision to get involved. It also shows how competitive a certain search term might be.
It’s time for you to venture into the world of Google ads. There’s too much opportunity not to. Consider Oechsli if you’re going to outsource – we’re good at it. If you want to do some of this yourself, or if you’re curious about how the process works, I’ve outlined five tips below to get you started.
1. Control Your Placement
To start, we’re looking for specific placement in Google Search Ads or Local Services Ads. These appear right where we want them – at the top of search results. We don’t want to worry about the Display Network or Performance Max, which spread your ads to a wide variety of websites and apps that have partnered with Google to display ads.
2. Select Smart Keywords:
Think of around 10 keywords that you can target at first. Use Google Keyword Planner to help make your choices. It will tell you the search volume and level of competition for each keyword. You’ll likely start with some of the basics:
- “Financial planner near me”
- “Financial advisor near me”
- “Certified financial planner (city name)”
3. Be Sure to Include Negative Keywords:
Negative keywords make it so that your ad doesn’t show when certain terms are used. For example, it’s not smart money to pay for placement when someone searches for “free financial advisor,” is it?
4 – Scale Through Budgeting:
Consider using a daily budget as it allows Google to manage the bidding process for you. If you say $10/day, it may go over or under sometimes, but it will average $10/day for the month. If the going rate in your area is $5/click, that would be two visitors per day. This is variable based on search terms and geography. While Google offers predictions, you won’t really know the cost until you’ve run some ads.
5 – Focus on Ad Quality to Improve ROI:
Make sure your keywords are included in your ad copy and landing page content. It shows the searcher that your ad aligns perfectly with their search. Be sure to test different ad variations like headlines, descriptions, and calls to action. Google’s Ad Quality Score is a big help in getting it right.
I think Google is a missed opportunity for many advisors. You can be number one in a Google search in a matter of days. You’re getting in front of prospects with serious intent. If you haven’t read my previous article on the common archetypes who search for an advisor, you’ll likely find it eye-opening. Leveraging Google Ads is personally where I’d start if I were marketing a financial practice.