PPC Campaigns: Cost Per Click Insights: Blog by a PPC Marketing Company for Financial Advisers
PPC campaigns have become an integral part of digital marketing for financial advisers, offering targeted visibility and measurable results. As more financial advisory firms enter the digital realm, understanding the intricacies of Cost Per Click (CPC) becomes essential for maintaining a competitive edge and ensuring the best return on investment. In this blog post, we will delve into the critical aspects of CPC costs specifically related to financial advisers, including average costs for popular keywords, strategies to manage these costs effectively, and how these campaigns can contribute to your firm’s overall success.
Wired Media offers expert guidance in Pay Per Click Management, ensuring that financial advisers leverage PPC campaigns for maximum impact. In this overview, we’ll provide valuable insights into the costs involved, focus on strategies to optimise your campaigns, and explore the sometimes counterintuitive nature of aiming for higher-cost clicks. Let’s begin by examining the current landscape of CPC in the financial advisory sector within the UK.
Average CPC for Financial Adviser Keywords
For financial advisers in the UK, the average CPC can vary significantly depending on the keyword’s competitiveness and relevance. On average, CPC for financial adviser-related keywords hovers around £1.50 to £6.00. However, there are more costly keywords that can reach upwards of £20 or more due to their lucrative nature and competition. Below are some data on 20 specific keywords used in the industry:
- Financial Adviser – £6.00
- Financial Planner – £5.80
- Independent Financial Adviser – £7.20
- Wealth Management – £13.50
- Retirement Planning – £8.90
- Pension Advice – £9.00
- Investment Advisor – £11.60
- Tax Planning – £5.70
- FCA Regulated – £4.20
- Best Financial Adviser – £12.30
- Local Financial Adviser – £3.90
- Mortgage Adviser – £8.30
- IFA – £6.40
- Financial Consulting – £4.80
- Financial Planning Advice – £10.50
- Insurance Broker – £5.90
- Best Wealth Manager – £12.00
- Financial Growth – £3.70
- Long Term Care Planning – £9.50
- Emerging Markets Advisory – £20.70
Popular Nationwide and Local Keywords
Financial advisers benefit from targeting both nationwide and local keywords to maximise the effectiveness of their PPC campaigns. Nationwide keywords such as “Financial Adviser” or “Wealth Management” typically garner high search volumes but come with increased competition and costs. Meanwhile, adding local elements such as “London Financial Adviser” or “Bristol Wealth Management” can lower the competition, bringing the CPC down while maintaining relevance to local clients.
Reducing Click Costs: Ad Rank and Quality Score
Managing and potentially reducing your click costs isn’t just about selecting low-cost keywords; it involves improving your Ad Rank and Quality Score — two essential components of the Google Ads auction model. Ad Rank is determined by your bid amount and the quality of your ads and landing pages, meaning it’s crucial to focus on high-quality ad creation and relevancy to improve this metric.
Quality Score, on the other hand, takes into account the expected click-through rate, ad relevance, and landing page experience. Google assigns scores from 1 to 10; the higher your Quality Score, the less you pay per click. Thus, creating compelling, relevant ads with optimised landing pages can lead to more effective PPC campaigns.
Balancing Cost and Quality of Clicks
While it might seem logical to seek the cheapest clicks possible, in the world of financial advisers, click quality must come first. Higher CPCs often correspond to keywords with a greater likelihood of conversion, leading to a more favourable Cost Per Acquisition (CPA). It’s essential to balance the budget and the value of the clicks you target by choosing strategic high-cost keywords that can drive qualified traffic and potential clients.
Understanding the Financial Advisers Industry
The financial advisers sector is known for its intense competition and high-value clientele. With regulations and customer expectations continually evolving, it’s crucial for advisers to stay ahead of trends and maintain a sharp focus on consumer needs. PPC campaigns in this industry need to align with both local presence and niche areas of service expertise, making campaign refinement and keyword selection even more crucial.
Conclusion
In summary, understanding and managing the Cost Per Click in your financial advisers’ PPC campaigns can make a significant difference in the success of your digital marketing efforts. By employing strategic keyword selection—both national and local—and focusing on improving Ad Rank and Quality Score, you can optimise your campaigns for better performance. Additionally, recognising the value of cost-efficient and highly relevant clicks is essential to achieving your campaign goals.
For more information on how Wired Media can help with Pay Per Click for Financial Advisers, get in touch with our expert team today and see how you can take your digital marketing efforts to the next level.
