If you want to promote your website in any niche, Google Ads works wonders. The accountancy field is no exception!
In fact, from Google’s perspective, it is highly promising, and there are no restrictions as such.
To be clear, Google Ad policies prevent fraudulent financial practices but are very lenient for accountancy businesses.
So, it is only normal that accountancy firms will pull all stops and spend a lump sum on optimizing Google Ads. Also, it is that time of the year again!
With the taxman knocking at the doors, a lot of people are looking for able accountants. If you are one of them, here are the top tips to make it work.
An accountant’s introduction to Google Ads
Start with filling up your initial obligations, such as the billing address and payment mode.
Next, you will have to decide the campaign particulars. However, from a beginner’s viewpoint, it can be mighty baffling!
You will have to figure out topics such as what ad groups are, campaign goals, and how to use Google Analytics. The executives at Google know this, and therefore promote the default smart campaign mode.
This mode, on the surface, is extremely simple. You merely pick up a few relevant keyword themes and follow a few simple steps. The whole setup can be over in 15 minutes, and you have a ready-running campaign.
However, in hindsight, Google Ads pros recommend that you use the ‘Expert mode.’ In this mode, you retain full control over everything, including your bid amount and budget spend.
Developing the right keyword strategy in Google Ads for accountancy
You will need to be extremely particular in figuring out the right keyword strategy. To start with, you must avoid the common mistake of writing one ad and putting all keyword phrases in it.
This may result in a lack of sync between your ad and the keywords targeted. Instead, the best strategy should be to write one ad for every keyword phrase. This increases your chances of staying relevant and generating a higher conversion rate.
Don’t forget to use local address keywords in your campaign. These are those that combine your geographical location with the keyword. In addition, you should be using action-based keywords instead of generic ones.
For example, you can use ‘file tax returns 2022’ rather than just ‘tax returns. ‘
In addition, advertisers need to make full use of keyword match types in Google Ads. The method to do this is to either add a double inverted comma, a third bracket, or add nothing at all on the keywords.
- The notation for a broad match is to add nothing around the keywords.
- For phrase match, you add a double inverted comma on the keywords. [Keyword]
- The notation for an exact match is to add a third bracket around the keywords. “Keyword”
Broad match/loose match means the ad will show up on searches related to the keyword. Whereas, phrase match/moderate match means the ads show up on searches, including the meaning of the keyword.
Finally, exact/ tight matching implies that the ad would be visible on searches that carry the same meaning as the keyword.
Linking to the right accountancy page for best results
Ad copies must consist of a sitelink. Don’t make this a generic one. As it is, interested users will first read your ad copy and then proceed to your sitelink.
If it keeps up with the promise delivered in the ad, you have got a convert in your hands.
You may be tempted to use the home page as the sitelink. But, it is for the better that you use specific pages with relevant ads.
For example, link the tax filing service page for the ad copy that targets people who need help with tax filing, and so on.
Also, some marketers suggest using custom landing pages for the best results. It is supposedly a proven strategy, but there may be potential downsides.
Apparently, some people may hold landing pages as tacky and bogus. Again, other users may find the concept of a landing page very familiar and business-like.
In the end, it is up to you to decide whichever approach suits you well for your campaign.
Accountants would love to use Google Analytics
Accountants are known to be data junkies! Practically, everything in an accountant’s life can be summarized in excel sheets, bar charts, and graphs. Given this, you would love Google Ads!
Google delivered, analytics is by far the most powerful inference tool for search engine data.
Combining these two is a powerhouse combo delivering a treasure trove of valuable data. Besides, you can create your custom report when you delve deep into analytics.
Selecting the target demographics for accountancy services
Google Ads in the expert mode allows incredible control over campaign settings. This includes selecting the target demographic for your campaign. You should specify the following aspects.
- A state or a few states
- The time for the ads to show up
- The devices where the ad should show up (mobile, tablet, or desktop)
- Age group of your target audience
- Household income of your target audience
The right type of Google Ads for accountants
As it is, Google Ads has several types of formats. This includes text ads, display ads, shopping ads, and app ads. However, for the accountancy niche, your best option is to use text ads.
These are those that mimic an organic Google search result. Also, these appear on top of organic results. The only difference with organic results is the tiny ‘Ad’ marker on the top.
You can also use display ads, but these may not be that effective. This is because search ads cater to active intent while display ads attend to passive intent.
Except for remarketing campaigns, display ads are mostly ineligible for accountancy advertising. Other ads categories such as shopping ads and app ads are irrelevant for accountants.
Writing a good accountancy ad copy and including extensions
You will have to focus on developing a good ad copy. Follow the suggestions from Google on how to create attractive text copies. The internet is replete with effective third-party tips on creating good Google Ads text copies.
Wrap your head around these to develop stellar copies within the limited characters. The key here is to use undeniable ‘word hooks!’
These can immediately pull the right investors to click on your ads. Examples include ‘save on taxes,’ ‘easy tax filing,’ and ‘confidential audit.’
Google Ads has the potential to deliver a massive turnaround for your accountancy business. But, the trick is to use it in the right way.
Follow the above tips to understand how Google Ads works for accountants, and apply them well.
For any help with your Google ads management, you can contact me any time:)