Why PPC is a Wise Investment

Why PPC is a Wise Investment

To invest in PPC or to not invest, that is the question. Before we dive into PPC Fundamentals, let’s first consider this scenario:

You have a new business that is not established (you’re working on it..). You’ve invested a great deal into your brick and mortar shop, and to further this cost, you now need to purchase very expensive signage. Would you place this new, expensive signage in the back of the store, where no one can see? Or, would you place this in the front of the store, where the foot traffic is at a max?

Cough..You should be saying “I’d like to put my very expensive and fancy signage in the front of the store where everyone can see it.”

PPC marketing efforts are surprisingly similar to this tangible analogy in today’s virtual marketing world. Where do people shop and research? Online, through search engines. And PPC can make your new business stand-out along side of big competitors.


Understanding PPC

PPC, or “Pay-Per-Click” is a highly measurable online marketing platform where an advertiser can target keywords by creating an ad campaign. This ad will then appear in search engines after the targeted keyword has been searched.

So when Susie Q is looking for the best sneakers for training for her marathon, she searches “best marathon running sneakers” and is brought to highly ranked PPC ads and organic websites.

PPC is able to generate immediate results.  This is particularly important for new businesses in financial lending, as the fierce competition makes ranking organically on the 1st page of a search engine nearly impossible.


Generate Immediate Results

With PPC marketing, your ad will populate in search engine results whenever you’re ready to start your campaign. Your PPC strategists will develop and research a list of targeted keywords that are proven to generate results. From then, the PPC department develops your landing pages and text ad campaigns for the search network.


Generate Higher ROI

When using PPC, you’re paying Google to get your ads indexed for top, competitive rankings along with organic search listings. PPC or Pay-Per-Click means just that. You only pay when your ad is clicked on. You will not pay more than what you’ve budgeted for, as Google stops indexing your ads once your budget is met.


Making the Most of Your Dollar

When developing PPC Campaigns, your PPC strategist can filter through strong, quality candidates who are likely to be ideal borrowers to click on your ads. This is done through adding keywords and negative keywords to your campaigns along with criteria specifications in the text ad itself. This helps to ensure that those clicks count and that your ad is presented to your ideal audience.


Budget Control

You have control over all aspects of your PPC Budget. You can target daily or monthly budgets. Your PPC strategist will be monitoring your campaigns and continually checking your high performing keywords. Some keywords are more competitive, thus are more expensive than others, but also yield better results. They will make recommendations or adjustments to best serve your budget needs while getting the best results.


Target Specific Products & Measure Results

Your PPC strategist can create different ads for each financial product or service you’d like to promote, called an AdGroup. Each AdGroup will have it’s own unique landing page that contains clear and relevant information, along with a form to lead the borrower into taking action (converting). Each ad and landing page will focus around one particular product, and should only contain information that is relevant to their search term/ terms.


Test Multiple Ad Versions

Your PPC strategist can conduct A/B testing on the connecting landing pages to it’s ads to see which format/ information is out performing and increasing the chances of conversions.  This is also true of your text ads.  By creating multiple text ads, your PPC strategist can test which ads lead to higher conversion rates, and most importantly, the quality of these conversions. They can adjust their strategy based off of the results of their A/B testing.


Build SEO

The combo of practicing both PPC & SEO provide the ultimate short & long term gain for finance businesses. Although it may appear that these essential components are opposites, PPC can improve the overall ranking of your site (which means more organic wins for you).

You can also target direct keywords that are proven winners in your PPC ad campaigns to your SEO, bringing an increase of organic traffic to your website. This is key in developing your ad & website ranking, and makes your business more likely to populate organically.

When you use PPC, you immediately build your visibility to a large audience. This is also likely to increase the amount of organic visitors to your site in terms of repeat visitors and research.


Why PPC Works

In a nutshell, PPC brings your product/ business to the forefront of what your ideal candidates are searching for and need, when they are searching for it. This is not a cold-call, commercial, or interruption of any kind. It’s virtually meeting your client where they are, when it’s convenient for them, while they are in need of your product. It’s smart marketing for any business.

If you have any additional questions regarding PPC, please don’t hesitate to contact us. We’re here to help.


Building Trust Through Content Marketing and Social Media Marketing

It’s no secret that the finance industry has struggled to earn the trust of its clients for decades. The good news is that even though trust in the financial industry is low, it is increasing faster than in other industries. While the increase in trust can be attributed to new regulatory guidelines, there is no doubt trust can continue to be earned by financial institutions themselves. So, what can be done to earn the trust of your clients?

Let’s take a look at 4 ways financial institutions can build trust through content marketing and social media marketing:

Humanize your Business Through Content Marketing

Create content that has a consistent tone and style of writing. First rule of thumb, do not hard sell. Create content that speaks to your clients and their issues before speaking about your product. You can also humanize your business by becoming a well-rounded resource for your clients. Be sure to include topics like “How to Write a Small Business Plan,” or “Small business Tax Tips.” into your content marketing strategy.

Establish an Open form of Communication Through Social Media Marketing

Creating and actively maintaining social media accounts gives clients a casual way to communicate with you. It also gives them the opportunity to immediately engage with your content and other marketing materials. Social Media platforms also provide channels for customer service and growth.

Solve Pain Points

When creating your content address common concerns and issues that clients may face when working with the finance industry. Some examples of pain points to address include being turned down for a small business loan, small business owners with poor credit, and a lack of honesty within the industry.  Using your content to provide solutions for these issues let’s your customers know that you not only understand their issues, but can also provide reasonable, fair solutions that benefit them, and not just you.

Remain Transparent

Since our goal is to maintain or build trust it is extremely important to remain transparent. Develop content that openly discusses common issues found within the industry, and then discuss the steps you’re taking to avoid such issues. Don’t shy away from challenges, hit them straight on, and show your client that you’re aware there are issues, but you are different because of X,Y and Z. No matter what, remain open and honest about your capabilities as business owner or lender. Do not create content that could be misleading, or is open to the interpretation of your clients.

Developing a Content and Social Media Strategy

Creating a content marketing and social media strategy that works requires a lot of time and research. A successful campaign will be well thought out, well researched, and will include daily maintenance. At the Finance Marketing Group, we provide these services, so you can stick to running your business while we build your brand, and of course trust with your clients.

Getting The Most Out Of Your PPC Budget

Pay per click marketing is easily the most cost effective and converting online marketing strategy loan brokers and lenders can invest in. With full control of your campaign, you are able to:

  • Targeting products & keywords that are converting at that time
  • Set up your ads to only run on the days and times you able to respond quickly
  • Target specific geographical locations to minimize competition
  • Start and stop your campaign whenever you would like without losing too much traction in ad rankings.
  • Target borrowers and referral sources that are in the decision making phase as opposed to those still researching their options.
  • Implement lead captures that encourage conversion instantly when a borrower lands on your page.
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LinkedIn is no longer a maybe thing. It’s a must-have! In the B2B world, this professional social media platform is a tool that will help grow your business, make it more visible, and make you more profitable.

LinkedIn has a proven ROI.

If you listened in on our webinar, “Social Media 101,” we briefly mentioned that about 80 percent of B2B leads from social media come straight from LinkedIn. That’s according to LinkedIn researchers themselves.


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A Very Merry Unmarketing

The mad hatter has always been my favorite Disney character and while that may seem a bit odd to some, I value his outlook on birthdays and on tea! I guess you have to be a little ‘mad’ to work in the marketing industry these days as well. I suppose the hatter’s ‘Un’ theme can apply to almost everything in life, marketing including. Some of us, including myself have fallen into the realm of catering to every Google update that rolls around. I have found myself marketing more for search engines than for the actual consumer, which is a big ‘no-no’ these days.

While I preach market more for consumers and less for search engines, sometimes I definitely find myself caught up in making sure our rankings are in order before we cater to the needs of the user. What we need to be sure of when marketing our businesses, is that we are viewing all our efforts from the consumers point of view. How are they viewing our site? Our content? Is it speaking to their pain points and offering valuable solutions to them? That’s where “unmarketing” comes into play.

Unmarketing (verb)

The action of forgetting everything you learned about marketing for search engines and gearing your efforts towards what consumers really long for – quick, easy, & personalized experiences.

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6 Steps for Building a Content Marketing Strategy

As marketing professionals we know the success of our marketing campaign relies heavily on strategy. This is especially true for content marketing because the success of your content will depend on knowing how to address the needs of your clients on a consistent basis. Developing a content marketing strategy can be overwhelming for an inexperienced marketer, but following the six steps below will help you on your way to content marketing success. 

6 Steps for Building a Content Marketing Strategy

Content marketing strategy

By having a well-documented plan in place your team can review the work that was done, and make the proper changes for more successful campaigns in the future. So, what do you do once you’ve got a strategy in place? Get to work, make note of changes you make along the way, and never stop asking yourself “Is this still supporting my business goals?”


If you enjoyed this infographic feel free to share it with friends and marketing professionals alike, but please be sure to link back to it.

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With a low cost to entry and one of the most highly effective forms of online marketing, local search engine optimization allows local businesses to promote their product and services to local customers when they’re looking for your type of business.

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As times and technology change, so do the opportunities to make your mark with email marketing. Plenty of services have changed in the last year, from Google’s new support of media queries and embedded styles to Outlook’s zeal for engaging the email community with an open feedback channel. It seems the major email providers truly are interested in making their customers happier with enhanced options. The hot topic now is interactive email, and everyone wants it. However, it still is difficult to implement. Once the kinks are worked out, every email marketer will add it to their messaging arsenal.

In the meantime, how can we make 2017 another strong year in the industry? We’ve got these five tips for taking the lead in the email game.

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Starting in January, Chrome users that are navigating HTTP sites will start to be notified that they’re on a site that isn’t secure.

Chrome is getting serious about websites that don’t use encryption. The latest version of Chrome to be released will now include a warning for unencrypted login sites, according to a post written by Emily Schechter. A member of Chrome’s Security Team alerted users of the planned changes on the Google Security Blog. Chrome 56 and higher, which is planned to rollout in the coming weeks, will mark HTTP login pages as “not secure” in a window next to the address bar.

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