What comes to mind when you think about doing your taxes or managing your finances? For me, a headache comes to mind. Let's face it - finance isn't the cell phone number list most tradable industry. Yes, every responsible adult needs to think about finances, but that doesn't make it a sexy topic. This fact is just one of the cell phone number list many challenges faced by marketers and advertisers in the financial industry. These days, marketing a bank or finance company is even more challenging. “Addressing 21st century issues in an industry still heavily dependent on 20th century processes is a daily challenge for financial marketers,” says Lucas Jones of Decibel Insight.
Chris has led Google Ads strategy for over 30 financial/banking organizations over the cell phone number list past five years. From payday and specialty loans to mortgages, banking and more, Chris knows this space well. I recently dove into some of the cell phone number list key learnings Chris has picked up over the years, so without further ado, let's get to his top eight tips for outperforming your financial competitors with Google Ads .
Create unique offers and calls to action
In a crowded landscape, how can financial marketers stand out on the cell phone number list SERP? Chris recommended bragging about your benefits in your ad copy. “You need to have unique offers and calls to action; focus on perks like 'free airline miles',” says Chris. So what sets you apart? Maybe you give a free one-hour financial consultation cell phone number list to new clients? Or maybe you don't charge an annual fee and offer X times more cash back than similar businesses in your niche? Write a list of your most valuable perks and perks and include them in your ad copy. Be sure to cell phone number list use features like ad extensions to help you add more offers to your copy.
Prioritize Competitor Targeting
Finance is an industry where competition simply cannot be ignored. Why? Because cell phone number list sales cycles are much longer in banking. Remember when we talked about gaining trust a few minutes ago? This is something that takes time for prospects and a lot of that time is spent researching your competitors. So rather than letting your cell phone number list competitors steal those ripe leads, you need to outbid them on the SERPs. This requires spending some of your cell phone number list budget bidding on competing keywords.
Leverage demographic and revenue targeting
Going back to the cell phone number list history of Google Ads, it has always been a bit difficult to match an ad with a user's search intent, even with keyword match types and negative keywords. This is probably why, in September 2016, Google announced that it was giving advertisers cell phone number list more control over their audience. Similar to targeting options on social platforms such as Facebook and Twitter, advertisers can now apply targeting options such as age, gender, and parental status to pursue their audience cell phone number list of interest.