The Finance Marketing Group PPC Kick-Off Guide

This post is designed to help our clients understand PPC and what to expect after your marketing kick-off call with Jenna or Alex. Here you’ll find information on what to do when a lead comes in and how to differentiate a PPC lead from other leads. We hope this can provide some clarity in regards to approaching your new PPC leads & what to expect after your marketing kick-off call.

Resources you may also find helpful:

Why PPC Marketing is a Wise Investment for Brokers
How To Follow-Up With Leads: A Broker’s Guide

Brief Overview of What We Do:
Our goal is to get your ads placed in top ranking positions in search engines. For example: If someone does a Google search for “commercial real estate loans” they are then presented with ads and websites relating to these search terms. We call these search terms keywords. Our job is to create PPC ads and landing pages relating to a specific product focus.
A product focus could be considered:

• small business loans
• commercial real estate loans
• equipment financing
• hard money & bridge loans
• fix & flip loans
• unsecured business lines of credit
• working capital
• or a niche (medical equipment, etc.)

Unless you have specified otherwise in your marketing kick-off call with Alex or Jenna, we will typically start you out with 2 product focuses (commercial real estate loans & small business loans). You are welcome to select whatever product focus you would like and can swap these out for a different product focus that better meets your areas of expertise.

After your marketing kick-off call, we then create landing pages (one product focus per landing page). This is the page that a potential client (or lead) is brought to after they click on your ad. This page is designed to make your lead convert. It contains direct information regarding your product focus with a form on it. The visitor can then fill out the form with their name, contact info, and other information (loan amount, credit score, details of loan request). The form then gets emailed directly to your business (this is considered a conversion).

After your marketing kick-off call and prior to launching your PPC campaigns, we will send a test Email on your landing pages to ensure all is functioning properly. It is important that you do respond to your test email(s). You would follow the same steps when responding to your leads. Please see next section for images on what your Unbounce test Email will look like (they will appear the same for you leads).

Side note: It is critical that you reach out to your leads right away (we recommend at least within the hour, preferably within the first 5 minutes if you really want to make the most out of your PPC campaigns). Here is a helpful webinar with tips and follow-up methods/ practices with your new leads:

What your new lead Email will look like and how to respond:

When a lead submits their form, their information gets sent directly to your Email. Below is an example of what your new PPC Lead looks like in your inbox and what the Email looks like after you click on it.

sample-subject-inbox-email-from-unbounce-1 The Finance Marketing Group PPC Kick-Off Guide

Unbounce-New-Lead-Email-Sample-1 The Finance Marketing Group PPC Kick-Off Guide

You can view your landing page by clicking on the URL, located in the 2nd column down under “Landing Page Details”.

You would then contact your lead back by clicking on their Email, this is located below the “Submitted Form Data” section, next to the “email” field.

You can access our sample drip Email templates and voicemail templates by clicking on the links.

Need a refresher on PPC? We’ve got you covered in our webinar here.

We hope you’ve found this article helpful! As always, please don’t hesitate to reach out to should you have any questions at all. We’re happy to help:)

How to Add an Image (Logo) to a PDF

How to Add an Image (Logo) to a PDF

We always suggest that people download Adobe Acrobat DC to complete this simple task.

Once you’ve installed Acrobat DC, follow these easy steps:

1. Open the PDF in Acrobat, and then choose Tools > Edit PDF > Add Image

2. In the Open dialog box, locate the image file you want to place.

3. Select the image file, and click Open.

4. Click where you want to place the image, or click-drag to size the image as you place it.

5. A copy of the image file appears on the page, with the same resolution as the original file.

6. Use the bounding box handles to resize the image, or the tools in the right hand panel under Objects to Flip, Rotate, or Crop the image.

7. Save your new document.

What Are CAN-SPAM Laws (CAN-SPAM Act) and Email?

What Are CAN-SPAM Laws (CAN-SPAM Act) and Email?

Do you use email in your business? The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.

Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $40,654, so non-compliance can be costly. But following the law isn’t complicated. Here’s a rundown of CAN-SPAM’s main requirements:

_ Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.

_ Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.

_ Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.

_ Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.

_ Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.

_ Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.

Multiple Format (Types) of Content Are Essential

Multiple Format (Types) of Content Are Essential

Your audience varies; in such that they all prefer content in different ways; it’s not a one-size-fits-all environment. Varying the types of content you offer, reaches a larger audience.

This could include webinars, white papers, videos, surveys and other forms of content that will represent your brand. Different audiences prefer receiving information in different ways, and accommodating their preferences makes it more likely for them to enjoy, remember and trust your content.

In all these tactics, make sure your branding and key messages align. Keep your content consistent, stay authentic, and aim to serve your target audiences on the platform they prefer with the information they want.

What is a SERP?

What is a SERP?

A search engine results page (SERP) is the page displayed by a web search engine in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query, although the page may also contain other results such as advertisements.