PPC Basics: Common Mistakes Financial Services Companies Should Avoid
As we dive deeper into the world of digital marketing, it can’t be overstated how essential it is for financial services companies to have a solid PPC strategy. Whether you’re a seasoned vet or new to the game, avoiding common pitfalls can save you loads of time, money, and effort. PPC campaigns, while a great way to enhance visibility and engagement, can also become quite costly if not set up correctly. Luckily, there’s plenty of practical advice to ensure your PPC campaigns deliver maximum ROI.
For Financial Services Companies PPC offers a promising way to connect with potential clients actively searching for help, advice, or specific services. However, this potential can easily be lost through a few common missteps. Here are some insights on how you can steer clear of these blunders and what strategies you should focus on.
Misjudging Keyword Selection
Keywords are at the heart of your PPC campaign. If you think of them like the bait in fishing, then you’ll want to catch clients, not just clicks. Financial services can be a vast ocean of sub-segments, meaning the keywords you choose need to be highly relevant to your specific niche. Too broad and you’ll attract the wrong crowd; too narrow and your reach might be nonexistent. In the past, many firms have invested heavily in expensive, competitive keywords only to see minimal returns. Do your homework, use tools, and test different keywords to find what works best for your firm.
Ignoring Negative Keywords
This is a mistake as old as PPC itself. Financial services companies often forget to use negative keywords, inadvertently triggering ads for unrelated searches. Imagine someone searching for “free debt advice” and your premium investment service ad popping up—not ideal. Negative keywords ensure your ads aren’t wasted on uninterested users. Regularly update this list to save budget and improve your ad relevancy.
Poor Ad Copy and Lack of A/B Testing
Writing convincing ad copy is more than putting your services on display. Your ad needs to solve a problem or meet a need in a few short sentences. And remember, what works now might not tomorrow. Financial trends shift and so should your ads. This is where A/B testing shines. By frequently testing different versions of ads, you can see what resonates with your audience, refining and improving over time.
Ignoring Ad Extensions
Ad extensions are like free upgrades. When crafting your pitch, why not show your phone number or a link to your best performing product page alongside your main service offer? Many financial services companies have seen better engagement by making the most of these features. Ad extensions can increase your ad’s visibility and drive more clicks—which, at the end of the day, is what you’re after.
Overlooking Mobile Optimisation
It’s no secret that mobile searches have eclipsed desktop ones. If your site isn’t mobile-friendly, you’re likely losing out on tons of potential clients. Financial services prosper on trust and credibility, but a slow, unresponsive site can quickly harm that image. In the past, many campaigns faltered simply due to the lack of a good mobile user experience. Ensure landing pages are fast, streamlined, and easy to navigate on mobile devices.
Setting and Forgetting Campaigns
You wouldn’t plant a garden and leave it without water, right? The same goes for PPC campaigns. Regular maintenance is crucial. Market trends, customer needs, and competitive behaviors are continually shifting. Make it a habit to review your campaigns, analyse performance metrics, and adapt them accordingly. Many financial services firms have seen success by staying agile and responsive to changes.
Underestimating the Importance of Conversion Tracking
You need to know what’s working and what isn’t. Without proper tracking, it’s akin to navigating without a map. Implementing conversion tracking offers insights on which keywords and ads are contributing to your business goals. It’s not just about clicks—it’s about what those clicks achieve for you.
Lack of Call-to-Action (CTA)
A solid call-to-action can turn an indifferent glance into a valuable client. Financial services titles can sometimes sound complex, yet they must still motivate potential clients to click. Push them in the right direction with clear, actionable CTAs. Instead of merely showcasing your service, guide your audience on the next steps.
Conclusion
Incorporating PPC into your marketing mix is a brilliant opportunity for financial services companies—if done right. By avoiding these common mistakes, tweaking your strategies, and remaining flexible, you can leverage PPC to significantly boost your client base and brand presence. Understanding your audience and staying updated with their behaviours makes PPC not just an expense, but a valuable investment.
If you’re looking to refine your PPC approach, PPC management for Financial Services Companies can provide you with the support and expertise you need to get ahead of the competition and maximise your online advertising efforts.
