Don’t light your Google Ads campaign on fire without checking these three things before you launch a Google Ads campaign.
Ad copy matches Keywords
Number one, make sure your ad copy matches your keywords. So there’ll be nothing worse than writing a nice ad for mortgages or for refinance and having it shown on a wealth planning related term.
This is really not going to help out your marketing campaign.
Your ad needs to have in the words in it needs to match what people are looking for with what they’re typing into Google.
Financial planning = informational search, what is it, how do you do it?
Financial planner = looking for someone to help them. A face, a trusted expert.
Can you see how these two searches above would need two completely different types of ads to be successful?
If you’re able to match what people are typing in with what’s in your ad, you’re going to pay less on Google (cost per click) and you’re also going to get better results on your page because people feel like they’ve clicked on the right ad, and been taken to the right place.
Using the correct Landing Page
Another very basic one here is matching the landing page where you’re sending people to with what they’ve typed in.
If they’ve typed in KiwiSaver advice, send them to a KiwiSaver advice page. Don’t talk about mortgages. Don’t talk about insurance. Don’t send them to the homepage. That’s the worst thing you can do here.
Let’s use the same example above:
Financial planning = informational search, what is it, how do you do it?
Financial planner = looking for someone to help them. A face, a trusted expert.
The first page will need information around the topic. A person typing this into Google is far from ready to talk to an adviser, but if you can educate them and offer a free guide or piece of value, you might be able to nurture them into being a client.
The second search, for a financial planner, the user is looking for a face. A page featuring you, your team, and the success you’ve had is going to be the way to win for this search.
Will your budget actually work?
Last thing to check before you’re launching your campaigns is making sure you actually have the budget to get some results from your setup.
So, for example, if you’ve got a $5 a day budget, but the keywords that you’re targeting are $20 per click, that’s not going to work out, right? Clicks don’t come in quarters!
There’s some very specific life insurance terms, for example, that can get quite high.
If you need to pay $15 a click and you don’t necessarily need to, but if you have targeting that is $15 a click and you have a $20 a day budget, that’s potentially one click every day, that’s maybe you’re going to get five clicks out of seven days in the week if you’re lucky.
If you then convert clicks into leads at 10%, you’re going to need about two weeks to get one lead conversion.
If you convert one out of three leads into an intro, that’s three weeks of campaigns running that you hope to turn into potentially a first call, a discovery call.
And then off the back of that, if you convert one in five of those, that’s six weeks of campaigns running with this setup to land a client.
Maybe that works, maybe that doesn’t.
If you have the patience, then go ahead and do that, otherwise, you can check your numbers beforehand and make sure you’re going to get the results in the timeline that you want to achieve them in.
Google ads and Meta ads and a lot of digital campaigns, they do work, but you have to launch with a solid strategy.
These things to check before you launch Google Ads can help you succeed.
You can understand what’s going to happen after you set it live, where your budget’s going to go, and what results you can expect from that.
