As part of an inbound marketing strategy for an accounting firm once a target audience has been established and agreed for marketing purposes a content marketing strategy would be created. This would usually include activity search as Search Engine Optimisation (SEO), social media management and email marketing. Utilising the resources at your fingertips to reach potential and existing clients in an organic way.
So, why would an accounting firm need to conduct paid for advertising and when? Quite simply, paid for advertising is a great way to reach your target audience and swiftly. If you need a boost in search engine results pages (serps) or want to specifically target an audience segment then Pay Per Click advertising (PPC) can help your firm be found and to stand out in local search results against your competitors.
But you want a campaign to be cost-effective so how can you get the best Return on Investment (ROI)?
Be targeted
Put simply, be targeted. One of the great things about digital marketing is that you can target your campaigns about products or services to your specific audience. In contrast to billboard advertising, you can make sure that just your target audience see your ads. Just think of all the information you may have shared online about your age, gender, interests and location, all this and more can be used to market to specific people.
Website landing page
Ensure that your website landing page for your PPC campaign is relevant. When a prospect types a search query, while your ad may be relevant to them and they click on the ad, your landing page needs to be clear. If the page doesn’t have useful or relevant content, service details, price indication or a quick way to contact you to ask questions then you will lose the lead.
Let analysis create the ads
Keep an eye on the stats when you start a PPC campaign such as with Google Ads. For each PPC ad campaign Google provides recommendations for tailoring your initial ads even further.
So, check the keywords you want to be found for as well as those pesky negative words that aren’t relevant to your ad such as ‘jobs’ as you want potential clients – you’re not offering a job position. Then tailor your ad copy accordingly based on previous successes, new keywords and ongoing competitor research.
Google Ads quick tips
As a go to search engine, having a Google ad appear amongst the top results in search is a huge bonus especially if your website is new and you are at the beginning of your SEO strategy.
For your Google ad search campaigns, create more than one expanded text ad so that the best ad can be found.
Create responsive search ads as well as text ads. You create a list of different headlines and descriptions and the Google technology does its thing by combining the best combination of title and text into the ad based on which is the best performing.
Structured snippets allow prospects to see a preview of your services. This helps with standout on the search page.
Google display ads also offer a way to reach a wide number of people. These ads show across over 2 million sites, videos or apps – part of a Google Display Network. So ads will appear based on online activity.
Read more in our blog where organic misses pay per click can hit.
Remarketing
While we predominantly concentrated on PPC with Google Adwords in this blog, you may be interested to read about the benefits of remarketing.
Have you ever seen those ads that follow you around the internet after you searched for something online and it shows up on another site a few days later. This is remarketing and it’s a useful digital advertising tactic.
Sales very rarely result from a smooth journey from ‘A’ to ‘B’ and remarketing helps you guide people along the journey.
Read about the benefits of remarketing.
Google AdWords certified
Each year at Smart Cow Marketing we ensure that we are Google AdWords certified. This is probably one of the most important certifications there is with regards to Search Engine Marketing (SEM) and in particular Pay Per Click (PPC) advertising. It is an important credential for marketers and one that is not lightly awarded. Receiving a Google AdWords certification means that Smart Cow Marketing continues to be recognised as being Adwords experts in Croydon.
PPC agency Croydon
We’re a digital marketing agency with a specialism in marketing for accounting firms and local businesses in Croydon. With many marketing tactics whether organic or PPC advertising, we can help guide you. We can provide a tailored proposal for your business needs. Book a free consultation.