Pay-Per-Click (PPC) — powerful business generation

Abigail Spencer Digital marketing, Inbound marketing, Lead Generation, Web traffic, Websites

Reading Time: 2 minutes

PPC advertising can target prospective clients who are sincerely interested in what you have to offer

Paid advertising, also called ‘Pay-Per-Click’ (PPC) and ‘search engine marketing’ (SEM), if set up and managed correctly can be an extremely powerful dynamic for enhanced lead generation for financial and professional advisers.

Lead generation and brand building activity

If you’re new to the world of paid search, it can be overwhelming. PPC marketing is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. However, PPC marketing as a lead generation and brand building activity is both high-impact and results-oriented. When combined with a strategic methodology and dedicated management, your PPC activities should deliver a strong ROI.

The Financial Conduct Authority (FCA) recognises that this is a powerful channel of communication and business generation which can be of significant value to firms, and they do not want to prevent its use. But as with other marketing channels, they must give prospective clients the right information and meet the FCA’s requirements to be fair, clear and not misleading to ensure they get the right level of protection.

Determine how often your advert is shown

PPC advertising makes sense for financial and professional services businesses of all sizes, regardless of whether they have small or large budgets. Once the account is set up, you only pay the amount you are willing to pay every time someone clicks on your link, and Google – or whatever PPC platform you’re using – will determine how often your advert is shown depending upon the amount of your bid.

5 reasons why financial and professional advisers should use Pay-Per-Click (PPC)

  1. You set the maximum budget for your adverts
  2. You can compete even if your search engine rankings aren’t high
  3. You can test different adverts to see what works best
  4. You can gain more brand recognition for your business
  5. You can launch a PPC advertising campaign in no time

PPC advertising gives you such incredible control

If you bid higher than your competitors, your advert will be displayed more frequently and in better positions, but this depends on multiple factors, including our click-through rate (CTR) and the relevance of each keyword to its ad group, the landing page quality and relevance. And the relevance of your ad text and your historical AdWords account performance.

Best of all, you can change your adverts or your budget at any time so it constantly fits the rest of your marketing strategy. Plus, every time an advert is created, Goldmine Media will automatically track statistics about it, including how many people click, how much you’re charged, and more. That’s incredibly helpful for determining which PPC adverts are successful and which ones need some work.

No other type of advertising offers you so much nor gives you such incredible control. It’s fast and drives immediate results. The best part is that the people who are clicking on your adverts are people who are sincerely interested in what you have to offer.

Are you looking to drive more qualified visitors to your website who are further down the buyer funnel and more likely to convert? Paid search advertising can help you do that! For more information about how Goldmine Media can help your business, talk to a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

Abigail Spencer, Digital Marketing Specialist, Goldmine Media