10 Advanced PPC Strategies to Convert Clicks into Financial Leads

Pay-per-click (PPC) advertising allows you to appear right in front of potential clients at the exact moment they're searching for the financial planning services you offer. 

But setting up a campaign and waiting for results won’t cut it. Financial firms need to sharpen their tactics beyond the basics. 

Whether you're setting up ads on Google or across social media platforms, PPC is a practical and fast way to bring in new clients. This targeted approach helps you reach the right people at the right time, making it easier to turn them into clients.

In this guide, we will uncover the strategies that help fine-tune your campaigns and make them more targeted and effective.

What is PPC and How It Works?

Pay-per-click (PPC) is a form of online advertising where you pay each time someone clicks on your ad. It’s a method to buy visits to your site rather than earning those visits organically.

For example, if you’re a wealth advisor, you may want to attract potential clients searching for services like investment advice, retirement planning, or tax assistance. 

PPC lets you place ads on search engines like Google or on social media platforms, targeting individuals actively looking for these services.

Here’s how it works:

1. You start by selecting keywords that your potential clients might use when searching online. These could be terms like “financial advisor near me” or “best investment strategies.”

2. You then create ads that will appear when someone searches for those keywords. Your ad should be compelling enough to encourage clicks.

3. PPC operates on a bidding system. You decide how much you’re willing to pay for each click on your ad. The cost can vary based on how competitive the keyword is.

4. When someone clicks on your ad, they are directed to your landing page to learn more about your services. You only pay for the click, not the impression.

5. The objective is to convert these visitors into leads. This might involve offering a free consultation or a downloadable resource to collect their contact information.

PPC is particularly effective for financial services because it targets people who are already searching for what you offer. It’s targeted, measurable, and can deliver quick results. 

Additionally, you have control over your budget and can adjust your campaigns based on their performance.

Join AUM Growth Marketing for a FREE training and discover how to leverage key performance indicators (KPIs) to elevate your wealth advisory firm.

Is Capturing Financial Leads Online Challenging?

Generating financial leads online can be quite a task, especially in an industry as competitive and tightly regulated as financial services. 

With many firms competing for the same audience, the cost of online advertising, especially in pay-per-click (PPC) campaigns, can eventually add up. Those popular financial keywords don't come cheap, and getting a good return on your investment requires some savvy marketing strategies.

Building trust online without face-to-face interactions is also another hurdle. Financial decisions are often major life choices, requiring a high level of trust in the service provider. 

Additionally, the financial services sales cycle can be lengthy and complex, often necessitating multiple touchpoints to convert a lead into a client. On top of that, privacy concerns are paramount; clients need assurance that their sensitive financial information is handled securely.

Despite these challenges, they can be effectively combated with the right strategies. Below, we have listed eight PPC strategies you can implement to improve your online lead generation and conversion effort.

10 PPC Strategies to Convert Clicks into Financial Leads

Effective PPC strategies help capture the attention of potential clients and guide them through the conversion funnel. This turns initial interest into concrete actions such as consultations, sign-ups, or direct inquiries. These are some of the effective PPC strategies that help convert clicks into financial leads:

1. Leverage High-Intent Keywords

High-intent keywords indicate a strong likelihood of conversion. These are terms that show the searcher is ready to take action, such as "hire wealth advisor" or "best investment management services."

To identify high-intent keywords, use tools like Google Keyword Planner, Ahrefs, or SEMrush. These tools help you find keywords with high search volume and conversion rates. 

You should focus on keywords that are specific and action-oriented to attract users who are ready to engage with your services.

2. Optimize Landing Pages for Conversions

A well-optimized landing page is crucial for converting clicks into leads. When potential clients click on your PPC ad, they should be directed to a landing page that meets their expectations and encourages them to take action.

A clear headline immediately conveys the value proposition and matches the message of the PPC ad. The content should be concise, benefit-oriented, and address the visitor's needs. 

A strong call-to-action (CTA) should be prominent, clear, and encourage immediate action, such as "Get a Free Consultation" or "Download the Financial Planning Guide." Including trust signals like testimonials, reviews, certifications, or case studies builds credibility. 

Relevant images, videos, or infographics can also make the page visually appealing. If you’re collecting information, keep the form short and concise.

3. Use Advanced Audience Targeting

Effective audience targeting is essential for maximizing the impact of your PPC campaigns. By honing in on the right audience, you can ensure that your ads reach people who are most likely to be interested in your financial services.

Start by understanding who your current clients are. What do they have in common? Once you identify these key traits, it will help you form a clear picture of who your ideal client is.

Once you've defined your target audience, segment them into different groups to tailor your ads more effectively. You might create separate ad groups for different services like retirement planning or tax advice, depending on the specific needs of each demographic.

You can use these tools for precise targeting:

Custom audiences

Reach out to people who have already shown interest in your services, perhaps through previous interactions with your website or app. This approach is about re-engaging those who are already halfway through the funnel.

Lookalike audiences

Targeting users similar to your best existing clients will likely help you find new clients with a higher propensity to engage with your services.

Behavioral targeting

You can use available data to target users based on their online behaviors, such as the websites they visit, or their declared interests and activities. This ensures that your ads are shown to those whose online activity aligns with financial planning and services.

Interest targeting

This strategy involves targeting users based on their declared interests, hobbies, and activities. It helps in aligning your financial services with the specific needs and preferences of potential clients, enhancing the relevance of your ads.

Life event targeting

Significant life events such as getting married, moving, or having a baby can trigger the need for financial services. If you target users undergoing these changes, it allows you to present your services as solutions during pivotal moments in their lives.

You can combine various data points to define your ideal customer. It’s ideal to use tools like Google Analytics and Facebook Audience Insights to provide valuable data on your website visitors and social media followers. Also, segment by behavior and use third-party data providers to improve your audience segments.

4. Implement Remarketing Campaigns

Remarketing allows you to re-engage with users who have previously interacted with your website or app. Keeping your firm top-of-mind can increase the chances of converting these visitors into financial leads.

To set up an effective remarketing campaign, start by:

• Adding a remarketing tag or pixel to your website

• Creating segments based on user behavior

• Designing ads that address the specific interests or actions of each audience segment

• Limiting the number of times a user sees your ad

• Regularly reviewing the performance of your remarketing campaigns

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