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The Accountant’s Guide to Paid Search

For a lot of accountancy firms, obtaining high quality leads through online marketing tactics such as SEO can take time, and is often quite a competitive challenge.  Whilst SEO is the most cost effective way of gaining leads, there are more ways to fast track your traffic and Google position.

Using Google AdWords, Paid search is an ideal method for those wishing to fast track their way to the top of Google using a sponsored advert to target an array of desired search terms.

What is Google AdWords and how can it help your firm?

Referring to the infographic we posted to help you understand the structure of a Google results page, Google AdWords is a paid search method you can use to target prospects as they are searching for your service. AdWords uses monetary bids to determine your ad ranking position, and providing you have an account you could (in theory) be on the first page of Google tomorrow.

What can Accountants use Paid Search for?

  1. Targeting brand searches
  2. Advertising services
  3. Advertising events
  4. Advertising recruitment

Benefits of Google AdWords:

  • Control Advertising: You have complete control over your ads, ad text, keywords, and who your ads are served to (plus a whole host of other benefits)
  • Control Spending: You have complete control over your bids and your budget, and how this is spent across your ads.
  • Only pay for clicks: Using the pay per click method, you don’t pay unless someone clicks on your ad – much better than print advertising!
  • Collect Data: You can collect countless statistics to help you better understand your audience and how they are searching for you.
  • Track Prospects: Track users from your ads to your website, and how they are converting.
  • Track ROI: With spending completely visible, you can track how this is performing against your sales to analyse Return on Investment and Ad Spend effectively.
  • Bids aren’t always important: Thanks to Google Ad Rank, you don’t always have to place a high bid to secure a high ad position. Ad positions are also calculated on relevancy to the search term and landing page, chances of conversion, and a host of other factors.

Negatives of Google AdWords:

  • Industry Dependent Budgets: If the keywords you choose are competitive, you can often find that their bids are more expensive, which means you may need a bigger budget to perform better.
  • Optimisation is crucial for the best results: Account optimisation is crucial if you want to get the best results from AdWords at the lowest cost possible. This is anywhere from campaign set up, to Adgroups and keywords. If you don’t have the time to optimise your account, it’s likely you won’t reap all of the rewards.

 

What can you expect when using AdWords for the first time?

First Month: Data Gathering

If you’re just starting out for the first time, the first few months will be a data gathering phase. You shouldn’t expect many results in the first few months of advertising because this will be the time you spend getting to know your audience and how they react to your adverts.

Third Month Onwards: Optimisation

After you have gained a few months of data, you would have already been making some small changes to find out what works.  Now it’s time to start the optimisation of your account by really cementing the changes you’ve made and targeting your ads to the right people.  You’ll always be making small changes here and there, but once the account is optimised most of those changes will come as a result of competition and changes in customer behaviour.

 

Should my firm use Google AdWords?

Google AdWords is a great way to fast track visitors to your website.  It works for almost any business, however there are some circumstances where you might rethink using this service, particularly when:

  • You have launched a new service no one has heard of, and will likely not be searching for it online
  • Your audience is very niche and so the keywords are limited without spending your entire budget
  • Your website is not engaging – if you’re advertising on a website that is not engaging, it’s likely your clicks will not convert effectively.

If you are wondering whether Paid search is the right strategy for you, contact the experts at PracticeWEB.

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