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Written by Caroline Cox on Mar 5

Tips for creating successful healthcare PPC campaigns in this highly regulated industry

Here, you’ll find:

  • How healthcare marketers can leverage paid search
  • Regulations for healthcare-related ads
  • The latest data surrounding healthcare PPC
  • Tips for standing out from industry competition

Marketers who are seasoned in the healthcare space know that it can be, in a word, finicky.

For that, you can thank Google’s core algorithm updates in recent years. At times, these updates have thrown the industry into near-chaos, with some sites losing nearly all of their traffic while others see huge growths. 

Because of this unpredictability, it makes sense that marketers would turn to healthcare PPC. Not only does paid search allow for audience targeting, but it can help you get to the top of the search engine results page (SERP) more quickly than relying on SEO and organic rankings. 

Around 80% of internet users have searched for a health-related topic online, according to Pew. And NewsCred expects that voice searches for healthcare topics will continue to rise.

Add to that the recent Moz data showing the #1 positioned organic search results are now further down the page than the worst-case scenario positioning in 2013, and it’s clear paid search can be more beneficial than ever.

For best practices when it comes to healthcare PPC, read on.

Google only allows pharmaceutical manufacturers to advertise in select countries. (Image via Unsplash)

Google only allows pharmaceutical manufacturers to advertise in select countries. (Image via Unsplash)

Understand the healthcare PPC regulations

Because healthcare is such a highly regulated industry, it makes sense that paid search guidelines would be, too. Luckily, both Google and Microsoft Ads (formerly Bing) have published clear parameters when it comes to this kind of ad content.

For example, Google only allows pharmaceutical manufacturers to advertise in select countries. Pharmaceutical manufacturers can only promote prescription drugs in Canada, New Zealand, and the United States (over-the-counter meds have a much longer list). You can use the handy drop-down menu to see which country allows which types of PPC ads.

Google’s healthcare ad policies include regulations related to:

  • Restricted drug terms
  • Unapproved substances
  • Unauthorized pharmacies
  • Speculative and experimental medical treatments

Microsoft states that their policy on pharmaceutical products “varies by market.” For example, those advertising drug or alcohol addiction services (such as rehab facilities, group therapy, and halfway houses) must be certified by a company called LegitScript first.

A Microsoft Ads healthcare ad verbiage example

A Microsoft Ads healthcare ad verbiage example

Microsoft’s healthcare PPC ad policies include regulations related to:

  • Invasive treatments and cosmetic surgery
  • Weight loss
  • Pharmacy and prescription-only medicine

No matter which part of the healthcare umbrella your company falls under, it’s a good idea to read over these guidelines. This way, you can make sure you’re not spending time on a campaign that’ll end up getting rejected or pulled. 

Be easily reachable

This may sound like a no-brainer, but you’d be surprised to see how many companies (across multiple industries) make it difficult to get in touch with them. What’s a lead to do? In this case, they’ll likely keep scrolling to find a brand with a phone number, live chat, or address more readily available.

Setting up a call extension and location extension on your ad is a great first step. It’s also wise to include your contact info on each website page as well as your landing pages and even your social media profiles. This way, people will be able to reach out to you quickly, no matter where they land. 

Pro tip: If one of your main goals is to drive people to your location, don’t forget about correctly setting up your Google My Business profile. This can help increase local customer engagement across Google Maps and searches. 

Focus on E-A-T

Yes, this is an SEO term. But the idea behind it can be quite beneficial when it comes to healthcare PPC as well. (If you’re not familiar, E-A-T stands for expertise, authority, and trustworthiness.) 

E-A-T was first introduced in 2015 via a Google Search Quality Evaluator Guidelines document that explained how the search engine gauges website quality. It was brought up again in 2018 when these guidelines expanded to also include content authors. 

With the stiff competition — plus a focus on hard data and proven science — that comes with the healthcare industry, keeping E-A-T in mind when you’re creating ad copy and landing page content can be what sets your brand apart from the rest. 

When it comes to healthcare PPC messaging, keep it simple

Speaking of content, let’s talk about messaging. Think about when you’re searching for the meaning of certain symptoms or the nearest urgent care facility. You’re probably not in the mood for quirky headlines or sensationalist claims.

The most effective healthcare PPC messaging is clear and direct. Your ad will have the best shot at cutting through the clutter by speaking your audience’s language and being concise about what you’re offering. Sometimes a simple question, such as “Looking for a speedy urgent care center in Atlanta?” is all it takes. 

Straightforward ad copy from Mommy’s Bliss, a company that sells wellness products for moms and babies

Straightforward ad copy from Mommy’s Bliss, a company that sells wellness products for moms and babies

Pro tip: While ad copy should be simple, we suggest your landing pages be as thorough as possible. With landing pages, you’ve already cleared the hurdle of getting someone to click your ad. Now, you need to provide them with as much info as possible so they can feel confident and informed before moving forward and following your CTA.

Be thoughtful about keywords

Keywords are one of the most important aspects of paid search campaigns. Because of this, you want to build ads around the terms and phrases your prospects are using during their search. 

Depending on which part of the industry your company falls under, this could include things like:

  • The specific product or service you offer
  • The issue or condition your product or service addresses
  • Major symptoms that your product or service deals with
  • Your target audience
  • Company information (i.e. name, location, contact information)

If you go too generic with your keywords, you risk getting lost in the shuffle. Take things a step further by keeping in mind what questions prospects might be typing into search boxes, and what their concerns might be (such as cost or location). 

The more specific and targeted you can be within your budget, the better. You can even leverage negative keywords to keep unqualified clicks at bay. 

Know how to speak to your audience effectively

“A successful ad will speak to the user, but not in a ‘buy now’ sense,” explains Dylan Jones, an SEM manager here at HawkSEM. He explains that a common misstep many brands are having to walk back now is talking in a “marketing voice.” 

“Google is knocking down sites that are saying users need to buy the next great thing or that you need to call now if you are showing these signs,” he adds. “They are forcing us to think more as a user and less as a marketer.” Because of this, the brands with copy that gives actual facts — with the authority to back them up — are more likely to be the ones that see the most success.

Pro tip: Healthcare searches can potentially be a matter of life and death, but that doesn’t mean you should adopt a fear-based approach. Instead, consider things like question-based ad copy and even multimedia. For example, a Google survey found that 60% of hospital administrator respondents watch online procedures and product comparisons.

There’s a huge opportunity for those in the healthcare industry when it comes to paid search. (Image via Rawpixel)

There’s a huge opportunity for those in the healthcare industry when it comes to paid search. (Image via Rawpixel)

Don’t forget about mobile

We’ve said it before and we’ll say it again: not being mobile friendly can have serious adverse effects on your digital marketing program. Small Biz Trends reports that 60% of consumers interested in healthcare ads are going to visit the company’s website, and 53% of searches are coming from smartphones (with another 7% from tablets).

You can check to see that all of your landing pages are rendering properly on mobile using Google’s Mobile-Friendly Test Tool. You can even take things a step further by testing out mobile-specific ads and making mobile bid adjustments as needed. 

The takeaway

There’s a huge opportunity for those in the healthcare industry when it comes to paid search. While it’s one of the first places users go, there’s also a ton of information to be found online — with varying degrees of accuracy.

At its root, healthcare searches are about people and their families wanting to get well and stay well. It’s a topic that’s personal and important, no matter the demographic.

Being concise and direct with your ad copy will do wonders to help you cut through the clutter — and competition. As long as you’re thorough, honest, and keep those E-A-T principles in mind, you can be sure your healthcare PPC is slated to succeed.

Looking for more insight on creating strong healthcare paid search campaigns? Let us know!

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her nearly 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Nov 22

Pay-per-click (PPC) ads are a highly effective tool for getting your business in front of the right people, at the right time.

Here, you’ll find:

  • What PPC marketing is
  • How to properly manage a PPC campaign
  • What makes PPC ads successful
  • The latest PPC stats

Ah, the ever-changing algorithm. Many a marketer wishes they knew the magic words to instantly land them at the top of search engine results, but we all know it’s not nearly that simple.

And that’s too bad, because we also know that approximately three-fourths of users don’t read past the first page of search results. That’s where pay-per-click (PPC) ads come in.

Also referred to as paid search marketing, PPC marketing falls under the category of search engine marketing. PPC ads are the hyperlinked results at the top of the search engine results page (SERP) above the organic, search engine optimized (SEO) results. They look similar to the organic results, except with a little green box denoting “ad” next to it.

The good news: According to a survey by Clutch, 75% of people say paid search ads make it easier to find the info they’re searching for online.

PPC can be a highly effective tool in your digital marketing arsenal, whether your industry is SaaS, financial services, higher education, insurance, or anything in between. It can help connect you with potential clients through eye-catching copy that provides context and a hyperlink taking them straight to a targeted landing page on your site.

HawkSEM - PPC marketing

PPC ads look similar to organic search results, except with a little box denoting “ad” next to it.

What is PPC marketing?

Paid search and PPC are defined as a type of online advertising that allows marketers to have their brand’s display ads show up on in the sponsored results section of a SERP. And because of the pay-per-click nature of these ads, you only pay when someone actually clicks on your ad.

Getting the clicks — that’s the tricky part. To create the most effective PPC campaigns, you want your ads to appear in front of the right audience searching for the right keywords that makes sense for your product or service.

From there, you place your bid to say how much you think a click is worth. When your ad shows up and gets clicked on, you’re charged a fee (that can vary greatly depending on industry, competition, keywords, quality score, and more).

PPC vs. paid social ads

Social media advertising is a great way to meet your target audience where they are while also subverting pesky platform algorithms that can keep your content from showing up in feeds.

But unlike PPC ads, you pay a flat rate for the ad space — rates don’t change depending on impressions or engagement. This often translates into social ads being more expensive than PPC.

PPC vs. display ads

Display ads are ads that show up on almost every revenue-generating site across the web. These are the ads you see on the top, side, or bottom of website you visit, a mobile app you use, or a video you watch.

Display ads are known for their high visibility rates. Ads created via the Google Display Network reportedly reach more than 90% of people on the Internet. Because of their prevalence, display ads often don’t have as high of a click-through rate (CTR) as PPC ads.

Most often, these ad types are used for branding, so you stay top of mind after someone visits your site, in conjunction with your PPC efforts.

What are the components of a PPC ad?

Let’s start with Google PPC ads. These can contain:

  • 1-3 headlines
  • A display URL
  • A description up to 90 characters long
  • Ad extensions
HawkSEM - PPC marketing

Google allows up to three headlines in a PPC ad.

Headlines

Recently, Google upped the ante by allowing up to three headlines in a PPC ad, separated by a “|” or pipe symbol. Your headlines are where you have the opportunity to catch someone’s attention and highlight a product or service while being direct about what you offer.

When brainstorming PPC ad headlines, consider elements like:

  • Including keywords
  • Highlighting a common problem and/or solution
  • Getting as close to character limits as possible
  • Asking questions
  • Using concise, to-the-point language

Display URL

Your display URL can be your site’s homepage or a simple, clean URL that relates to the keywords and ad copy (such as hawksem.com/ppc). This clean display URL is simply what appears to users within your ad.

Ideally, though, the URL links to a targeted landing page on your site. The landing page should closely match with the look, feel, and verbiage of the ad, with a clearly defined CTA so the person knows what action to take next.

For example, if HawkSEM was creating a PPC ad that offered a free PPC audit, the display URL could be something like hawksem.com/free-ppc-audit. This way the offer is clearly matched with the ad itself. The link might then route to a more complex URL like hawksem.com/ppc-audit/?utm_source=ppc&utm_medium=google-ads&utm_campaign=ppc-audit for tracking purposes.

Descriptions

You’ve got a limited number of characters to work with for your PPC ad’s description — make them count! Your description should speak specifically to your target audience, highlight benefits for them (vs. just talking about how great your offering is), and have a strong call to action (CTA).

Descriptions are most effective when they’re tangible, i.e. offering “25% off” instead of simply saying “we’re the best!” Plus, Google now allows for 2 descriptions, doubling your character count to 180.

Ad extensions

Ad extensions are no-cost additional lines of text that can help improve your CTR by adding more info and context to your ad (as well as more real estate on the SERP). As Google explains, ad extensions can include:

  • More text
  • Call buttons
  • Location info
  • Additional links to your website
  • Star ratings

Your extensions aren’t guaranteed to show up with your ad, but if your ranking is high enough and the extension is likely to improve performance, it will.

Suspect your PPC program might be broken? We’ve got a guide for that.

What are Microsoft Advertising PPC ads?

HawkSEM - PPC marketing

Microsoft Advertising PPC ads (formerly known as Bing ads) function and look similar to Google Ads.

Microsoft Advertising PPC ads (formerly known as Bing ads) function and look similar to Google Ads. They feature the “ad” box next to the result, and include a headline, URL, and description. As you can see above, some ads include additional links and descriptions as well.

HawkSEM - PPC marketing

Shopping ads are more visual, often leading to a higher CTR than plain-text ads.

What are shopping PPC ads?

For e-commerce brands and those who sell products online, shopping ads can be a great way to get someone to “add to cart.” Shopping ads are more visual, often leading to a higher CTR than plain-text ads.

Shopping ads are automated based on data you send to the search engines. That’s why it’s crucial to fully optimize the product pages on your website. To set up your product to be included in the results feed, you’ve got to format your product information to be compatible with the Shopping feed’s ad platform.

Once you submit your product data to the search engine in the proper format, you’ll be primed to show up on the SERP’s ad section. The approval process can take 24-72 hours. Merchant centers for Google and Bing have their own breakdowns to ensure you’re following the proper steps.

What are some stats on PPC marketing?

  • One-third (33%) of respondents in a Clutch survey said they click on a paid search ad because it directly answers their search query.
  • The first PPC ad spaces were reportedly created in 1996 by Planet Oasis and Google as a research project at Stanford University.
  • Microsoft’s search network Bing attracts 116 million unique desktop searchers a year.
  • Between 40 and 60 billion Google searches take place each month in the U.S.
  • In 2018, Google ad spending grew by 23%.
  • Bing users spend 35% more online when shopping from their desktop computers than average internet searchers.
  • People are most likely to click on text paid search ads (49%) vs. shopping or product listing ads (31%) and video ads (16%).
  • Sponsored ads account for 2 out of 3 clicks on the first page of Google results.

What are the benefits of creating PPC marketing ads?

With PPC marketing ads, you don’t have to fight against the algorithm to show up at the top of a SERP listing. These ads put your business in front of the right people at the right time — when they’re searching for something similar to have you have to offer.

Gone are the days of buying ads and crossing your fingers that they’re seen by enough interested people to be worth their price. By using keyword planner tools to target your audience by preference, region, and more — only paying for the clicks you actually get — you have much greater chances of turning that click into a successful conversion.

HawkSEM - PPC marketing

It’s up to you to determine the amount you’re willing to pay when someone clicks your ad. Essentially, you’re deciding how much each click is worth.

How does bidding work?

You likely know how auctions work — there’s an item (or, in this case, a rank placement), and different people try to outbid each other to be the one who scores.

That’s how PPC bidding works, more or less. When someone enters a query into their chosen search engine, there’s an auction. The built-in algorithm picks what they determine as the most relevant paid and organic search results, and that’s what the user sees.

It’s up to you to determine the amount you’re willing to pay when someone clicks your ad. Essentially, you’re deciding how much each click is worth. What makes this tricky is that, unlike in a public auction, you don’t know how much your competitors are bidding on each keyword compared to yours.

If another advertiser outbids you, their ad is the one that’ll get shown. If you bid too high, you may get more clicks, but you can also go through your budget in a snap. To find the happy medium, it takes time and attention, whether that means you, a team member, or a digital marketing agency.

Keep an eye on your click volume and the types of clicks you’re getting — are they qualified leads or are they junk? These insights will help you modify both your bidding and your ad content accordingly.

What is a quality score?

Along with your bid, your quality score also factors into your ad ranking. Google decides on your overall quality score (on a scale from 1, which is not great, to 10, which is excellent).

This can be viewed in the keywords section of your Google Ads account. The better your quality score, the more you’ll rise through the ranks of results and the better cost-per-click (CPC) rate you’re likely to get.

HawkSEM - PPC marketing

Your PPC ad’s ranking at the top of a SERP depends on factors like the keywords you’re bidding on, the competition for those keywords, your bid amount, and your quality score.

What affects an ad’s ranking?

Your PPC marketing ad’s ranking at the top of a SERP depends on a few factors. These include which keywords you’re bidding on, the amount of competition for those keywords, the amount of your bid, and your quality score.

The formula looks something like this:

The ad ranked below you
———————————- + $0.01 = actual CPC
Your quality score

The higher your ranking, the greater your chances are of getting a click — pretty simple. If you want to up your ranking without increasing your spending, make sure your ads are compelling, accurate, and in line with the hyper-focused landing pages connected to them.

You also want to be mindful of who you’re targeting, when you’re targeting them, and where you’re targeting (from region to the search engine itself).

What is PPC lead scoring?

Generating leads is one thing — but knowing the value of the leads being generated is another altogether. When you know the true value of the leads coming in through lead scoring, you can better prioritize and iterate your PPC marketing strategies. This helps you drive more of the kind of leads you want in the future.

You can determine your lead value by setting up a lead-scoring system that connects your quality leads to the amount spent on each lead.

ValueTrack parameters can be added to landing page URLs that gather info about who is clicking your ads. From there, you can pull this PPC marketing campaign data into your CRM to connect with lifetime value and lead score. This helps determine which campaigns are driving the best leads and value (and it’s part of ConversionIQ, our smart approach to marketing).

Armed with this info, you can better analyze your PPC campaigns and keywords to maximize your ROI.

How do you calculate PPC marketing ROI?

Put simply, you can calculate revenue per lead using the following formula:

Total Revenue Generated / Total Number of Leads = Average Revenue Per Lead

However, this doesn’t paint the whole picture. There are other factors at play as well, including your average sales cycle length, site traffic, customer relationship management (CRM) data, and lead scoring to determine your high-quality leads.

Ensure you’re properly measuring your PPC ROI by:

  • Setting up lead scoring
  • Tracking your leads and conversions properly
  • Adding in subjective data regarding experiences with the lead
  • Calculating anticipated ROI before anticipated site traffic

How can you optimize your search engine marketing (SEM) plan for PPC success?

You can have the best PPC ads around — but if the rest of your online presence is lackluster, you still risk those clicks turning into dead ends instead of closed deals.

Take another look at your SEM program. Are you leveraging the right keywords? Have you planned out your ROI goals? Is your site fully optimized? Being able to answer “yes” to all of these questions will give you and your team the peace of mind that you’re doing all you can when it comes to search engine marketing.

Plenty of companies make the mistake of letting conversion tracking fall by the wayside. Some set it up improperly, and some aren’t tracking this at all. Conversion tracking is crucial for giving you insight into performance while providing you with insightful data about customer actions.

A step-by-step plan for an ROI-driven PPC campaign

Think you’ve got the ROI-driven PPC thing down? Make sure you’re taking all of these steps when crafting your campaign:

  • Determine your campaign’s goals
  • Identify, prioritize, and categorize the right keywords for your campaign
  • Write out your ad copy
  • Set up your ads within your chosen ad platform
  • Determine the desired CTA
  • Make sure your landing pages are targeted, consistent, and optimized
  • Have tracking set up (properly! More than 70% of our PPC audits turn up incorrect or with improper tracking.)

How to find the right PPC agency for you

Whether you’re not seeing the PPC results you want or just don’t have the time and resources to manage it all, partnering with an agency can be hugely beneficial. (OK, so maybe we’re a little biased.)

When you’re vetting out the agencies you potentially want to work with, it’s a good idea to prepare by:

  • Having a list of goals and objectives
  • Deciding which services you need
  • Having a budget in mind
  • Determine your key performance indicators (KPIs)

Once you decide which agencies you want to actually connect with in-person or via phone, make sure you get an understanding of their fee structure, company culture, and communication style. You also want to make sure the team you’re working with is knowledgeable and experienced. (Think all PPC agencies are the same? Think again.)

The takeaway

PPC ads have proven to be a way to reach your targeted audience and turn search engine users into customers. Not only can paid search ads boost awareness of your brand by 80%, but they can expand your reach, bring you more traffic, and, ultimately, make you more money.

Ready to take your PPC game to the next level? Let’s chat.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her nearly 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Jane Serra on Aug 21

Paid search marketing for financial services can be an effective component of a marketing strategy — use it to build brand recognition and boost conversions quickly.

Financial services encompass everything from credit unions and banks to insurance, credit-card companies, and investment funds. But even though everyone should be thinking about at least some of these topics regularly, not everyone does.

This makes it a challenge for marketers. Luckily, Google Ads can give your financial services digital marketing a boost and build brand recognition, while paid search can attract leads quickly and drive conversions for finance-based services. Below, we highlight 13 tips to help you develop top-notch search marketing strategies in the finance industry.

1. Understand the regulations

Financial products and services are highly regulated. When creating ads, make sure you comply with local, state and national regulations. This may include specific disclosures that provide transparency to the product or services highlighted by the ad. Google and other search engines may also require specific information within the ad for it to be approved, such as:

  • Disclosure of associated fees
  • Contact information and physical location
  • Links for implied third-party endorsement or accreditation

Personal loan advertising must also contain info about the quality, fees, features, benefits, and risks associated with the product. The idea is that these disclosures provide valuable information to help consumers make informed decisions. When creating an ad, make sure your content contains:

  • Annual Percentage Rate (APR)
  • Minimum and maximum repayment period
  • An example representing the total cost of the loan, including applicable fees

2. Know the financial products Google won’t accept

Google doesn’t allow advertisers to promote a variety of financial products, including:

  • Short-term loans (loans that require full repayment within 60 days)
  • High APR personal loans
  • Trading binary options or similar products
  • Complex speculative financial products

Advertising for loan modifications and cryptocurrencies is allowed, but there are strict rules. If you’re planning PPC for financial services in these areas, review the guidelines carefully. If your ad is not approved, Google provides guidance for what you can do to fix the issues.

3. Start paid search marketing slowly

Whether you’re experienced in PPC or are new to paid search, starting slowly can help ensure you get the most efficient results possible.

Start with one to three campaigns and a core group of four to ten keywords, then measure the results. You’ll see where your budget is being spent most effectively so you can cut the underperforming ads.

4. Prepare for higher cost per click (CPC)

Financial keywords are competitive. When it comes to digital marketing for financial services, this often translates into a higher cost than for other industries. Focus keywords in your niche rather than the industry as a whole to help attract the most qualified leads.

5. Narrow the target audience

If your company has locations in a few areas, tightly focused search engine marketing can help you make the most of your budget. In addition to geographic location, you can take advantage of targeting options such as age, gender, and household income.

The more specific you can be, the easier it is to find your ideal target audience. For example, if you want to attract management-level consumers, use income levels and demographics. This can help you find the clients that want your products in a sea of unqualified leads.

6. Create original copy

To stand apart from the crowd, you’ve got to get creative. By writing unique copy that features offers and benefits, you can increase click-through rates and attract the right consumers. For example, if you’re developing PPC for credit unions, credit cards or banking institutions, you may want to promote no annual fees or 24/7 customer service.

If your campaign revolves around insurance company products, what perks or savings can you offer? Create a call to action (CTA) that stands out and catches the consumer’s eye.

7. Customize landing pages

If your ad simply goes to your company’s homepage, you could be missing out on conversions. Make sure the link on your ad goes to a page that has the matching content.

The messaging across ads and landing pages should be consistent, relevant, and valuable to the consumer. You can even customize it based on the keywords and ad groups to encourage further interaction.

Paid Search Marketing for Financial Services: 13 Tips from an SEM Agency

Display advertising offers you several options to improve engagement and boost conversion rates. (Image via Unsplash)

8. Leverage display advertising

Although the requirements for advertising may be strict, millions of consumers need financial products – from help with tax preparation, retirement, and home equity loans to auto insurance and basic banking accounts.

Display advertising offers you several options to improve engagement and boost conversion rates:

  • Behavioral
  • Contextual
  • Geographical
  • Site-specific

9. Know these display ad best practices

The marketing strategy for an insurance company, banking institution, or financial products group must have the right mix of elements to be successful. Here are a few to consider:

  • Go local: Localize your ad to make your interactions more relevant. Use familiar local terms and graphics to increase messaging and conversion rates.
  • Add a focused hero image: If your product benefits a particular audience, use images that resonate with that specific consumer. For example, a happy young family in a yard for first-time homeowners may resonate better than a generic image of a wallet.
  • Build trust: Fear and uncertainty are common emotions associated with financial decision-making. Keep the message simple and repeat it, since most consumers need to see an ad several times before they believe it. Add any certificates or recognized local customers to establish trust.
  • Combine search marketing with display: Display ads increase brand recognition. As more consumers become aware of your product, they’ll search for it as they move through their decision-making process. As the search numbers increase, your search engine ranking improves, which can result in more sales.

10. Be aware of competitor positioning

Who are your top competitors? What features do they highlight? Be ready to outdo them with your product’s value proposition benefits.

Consumers often comparison shop, so they’ll be looking for ways that you are similar to competitors and what makes you different.

11. Make it a user-friendly experience

Keep your message simple and make it easy for consumers to understand what to do next. Use a quick form that lets them speed through the process, whether the desired action is downloading content, registering an account, or completing a request form.

Minimizing the number of steps and removing unnecessary fields has been shown to increase conversions significantly.

12. Test, adjust, and test again

Take your PPC insurance, loan, or banking campaign’s search marketing results to the next level by testing individual components. Start by auditing keywords for funding value, rather than for leads or conversions, to help you tune for the highest return on investment.

Look at the segment breakdown for tablet, mobile and desktop to see which ads perform best. You may find that it makes sense to run some ads only for mobile and others only for tablets or desktops.

All leads are not created equal. Because of this, it’s a good idea to align your sales and marketing goals by using lead scoring. This method prioritizes leads, allowing you to respond to people most interested in your products and increase the conversion rate. It assigns points to contacts so you know which leads require ongoing communication and which should be fast-tracked.

The most effective systems use a variety of attributes including but not limited to:

  • Demographics
  • Keywords
  • Clicks
  • Website visits

13. Add retargeting to your ads

Retargeting can be an effective method for increasing conversions. It encourages consumers to return to your website and complete an action they may have started but not finished, such as filling out a form or completing an order.

However, there are rules that may limit how much you can do in this area, so take some time to research the requirements in your niche to find out if it’s worth it for your company.

When people are seeking out financial services, they’re often in the midst of making their decision, so timing is critical. You have a short time frame to attract and convert prospects to customers.

Paid search marketing can jumpstart your efforts and show results quickly, which can help you tighten the focus of your messaging and improve ROI.

PPC advertising campaigns can deliver targeted, highly qualified traffic when developed correctly. At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Jane Serra

Jane Serra

Jane Serra is the VP of Marketing at HawkSEM. She's an accomplished marketing executive with more than 12 years of experience leading digital marketing teams across demand generation, branding, events, content, and communications. When she's not strategizing, networking, and honing her craft, she enjoys traveling and scrolling Yelp for new restaurants to try.

Questions or comments? Join the conversation here!

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Written by Jane Serra on Aug 14

Check off these boxes to ensure your paid search marketing strategies are on the right track.

Whether B2B or B2C, software as a service (SaaS) products and platforms play a huge role across many industries, from finance to event planning and everything in between.

As your SaaS company plans its marketing strategies, there are a few key areas to focus on to make your strategy more effective. To get the best results, it’s wise to leave things to the experts by hiring a professional SEM company for your SaaS marketing.

Using an agency with a proven track record of success both in your industry and with SaaS, in particular, can help you be successful.

1. Increase the right type of lead volume

There’s a drastic difference between increasing your lead count and increasing quality SaaS lead generation. If more people are clicking on your ad but there’s no increase in on-site conversions — or, ultimately, sales — you know something is wrong. This is especially crucial because you’re paying for each click.

Sometimes, aligning yourself with well-known clients or customers can encourage higher caliber prospects to jump on board. Use recognizable industry names from your portfolio or any Fortune 500 companies you’ve worked for (with their permission if it’s for an ad) as a hook to clients considering a purchase. In some industries, listing elite certifications can also be a good SaaS marketing strategy.

2. Book sales demos that close deals

As a SaaS company, sales can rely on how effectively you demonstrate the value of your product — and how it stands out from the crowd. When you know the challenges faced by your prospective clients, you can cater to the product features that will be most relevant to their needs.

Showing metrics can also be very convincing. It’s one thing to say you can save a company money. It’s a game-changer to say you can potentially save them at least $100,000, and have the data to back it up. With that in mind, you need to be booking sales demos with the right type of clients so your demos will be more effective. That’s where an SEM or B2B agency can come in handy.

3. Know how to properly use LTV

Lifetime value (LTV) can be used to make critical decisions, such as how much you pay for user acquisition and how losing users impacts your bottom line. Because of this, it’s crucial to be certain it’s calculated correctly.

Hubspot explains you can determine lifetime value by calculating the average purchase value, average purchase frequency rate, customer value, and average customer lifespan. Ultimately, multiplying customer value by the average customer lifespan should give you your LTV. Once you have an accurate number, compare that with your customer acquisition cost (CAC) to make sure you’re getting at least three dollars out of every single dollar you put in.

4. Understand what constitutes quality conversions

Your goal should always be to create clients for life. Because it costs money to acquire new clients, the more clients you keep, the less it’ll cost you (spoiler alert, right?). Plus, an increase in client volume coupled with a decrease in cost per acquisition can save you serious money.

Understanding this can help you market with the long game in mind. Big players and key clients will sometimes visit your website or contact you with questions many times before deciding to make a purchase, but that type of client can be more lucrative in the long run.

10 Tips SaaS Companies Need to Know About Paid Search Marketing

Using charts, diagrams and grids can allow you to more clearly display how you’re different from your competition. (Image via Unsplash)

5. Consider your landing page your lifeline

A landing page is where a user ends up after clicking an SEO search result, marketing promo or email, or an online ad. This page needs to present the purpose and products of your company clearly and convincingly. It should give viewers a reason to browse the rest of your website and make them want to look into what you offer — and plenty of companies fall short.

It typically helps to use impressive numbers and statistics on landing pages that offer a wow factor. For example, stating that you can save clients up to 50% or cut their customer service calls in half is more convincing than saying your product “utilizes the latest technology.”

Along with potentially incorporating metrics, visual aids can also be hugely effective. Using charts, diagrams and grids can allow you to more clearly display how you’re different from your competition in terms of:

  • Cost
  • Features and benefits
  • Contract or subscription type

You can also mention specifics, like cost per user and “freemium” models to attract clients’ attention.

6. Study your ideal client and your current clients

If your search marketing strategy isn’t working as well as you’d hoped, you may have misread what matters to your target audience. For example, as a technical or IT company, keyword targeting is crucial.

Due to the technical nature of the lingo in that industry, one keyword may have multiple meanings and can prevent your strategy from being effective. It can be helpful to go back through and make some of the following changes:

  • Adjust display times
  • Switch up keywords
  • Use more compelling ad copy
  • Tailor by language and location

Sometimes all you need is a display campaign targeted to a very narrow audience to start attracting the right kind of clients. When you choose to go this route, however, it’s extremely important to pick your placements carefully and make sure they’re on relevant sites.

7. Strategize based on your ROI

While we know it’s easier said than done, you don’t want to let emotions or personal preferences get in the way of profitability. You might love the emojis on your website or social media posts, for example, but anything that doesn’t appeal to the majority of your clients needs to be changed.

Focus on the areas most attractive to clients and spend money in the right places to see the best results.

8. Avoid tunnel vision

While you are certainly aware of the benefits your products and services offer, you have to assume prospective clients aren’t. Especially if your company offers a niche product or cutting-edge service, educating people is key. In these cases, it might take more convincing evidence like:

  • Demos
  • Video tutorials
  • White papers
  • Case studies

It’s a good idea to keep a thorough portfolio of the assets that make your company marketable handy, for both your team and visitors to your website.

9. Stay true to your brand

Using a variety of simultaneous campaigns is usually the ideal approach since most viewers don’t become clients after one touchpoint or interaction. But even though you’re using different ad channels, your message and mission should be consistent across all of them.

Studying typical user patterns lets you focus your efforts on the best channels to increase ad effectiveness. When you know your standard user goes from an ad click to remarketing to white paper to a YouTube video before converting, you can budget better.

10. Take the guesswork out of campaigns

Knowing your audience helps make your paid search marketing more strategic. If your demographic is millennials, a social advertising campaign might make more sense than an intense search engine marketing campaign. If your audience is primarily ballet dancers, you would use a different strategy than if your audience was mainly construction workers. This is especially true for products that aren’t deemed necessities.

Instead of focusing solely on a Google search campaign, including Bing or other more specialized marketing channels that may produce better results. For example, if you’re targeting marketing execs, you might consider a campaign on LinkedIn where you can take advantage of keywords for specific job titles.

As you talk through your marketing goals and strategies with a professional SaaS marketing agency, be prepared to hear suggestions you might not have thought of before. They may tell you, for example, that you can sometimes achieve a lower CPC when you push content downloads and assets and then follow up with an email or retargeting instead of focusing solely on free trials and demos. Take the advice of professionals — you may be surprised by the results you see.

At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Jane Serra

Jane Serra

Jane Serra is the VP of Marketing at HawkSEM. She's an accomplished marketing executive with more than 12 years of experience leading digital marketing teams across demand generation, branding, events, content, and communications. When she's not strategizing, networking, and honing her craft, she enjoys traveling and scrolling Yelp for new restaurants to try.

Questions or comments? Join the conversation here!

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