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Optimizing for the Financial Services Vertical
Lending, investing, and banking are the heart of the Financial Services vertical. Here are some tips for handling common challenges of financial industries.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.
| Getting the Right Traffic |
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| TIP:
Special Promotions |
| If you're running a sweepstakes or money-back promotion, make sure to set up a creative for this purpose. |
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Web users search for many things, so focus on attracting the users who are likely to convert for you.
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Add location-specific keywords and ad text (like South
Miami banks) to capture traffic in the regions where your services are available. |
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Append words like application, rates, and quotes to your key root terms. |
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Use negative keywords, such as calculator, trends, or schedule, to eliminate users you don't want. |
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Use less common keywords like fha loans, va
loans, or home mortgage lending where applicable. Your reach won't be as broad, but the audience that does see your ad will be targeted to a bulls-eye. |
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In your ad text, speak plainly about the services you offer. Use terms like "Free Newsletter," "Online Brokerage," or "Stock Screener." These targeted terms also make strong keywords. |
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Use ad text closely related to the keywords in the ad title. |
| Standing out from the Competition |
Finance is competitive. Other companies may offer services
like yours, so review your messaging often to make sure your ad stands
out.
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Test price points – "As low as 3.75%" – and make sure your offer is competitive. |
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Highlight your unique benefits in the ad text: "No Obligation," "Quick Online Form," or "Free Quotes from Multiple Lenders." |
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Test alternate phrases: day trading could be reworded as "Instant Trading" or "Trade Real Time."
Ineffective Creative:
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Fact-Driven, Effective
Creative:
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Online advertising makes it easy to generate traffic and measure success. But what about brand awareness? If that's your goal, try these tips:
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Run on your brand keywords. It's essential, because Web users like to explore their options first and then look up specific companies they've learned about. |
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Use phrases like "official site" to capitalize on your brand's reputation. |
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Display the brand in your creative as prominently as possible, but not at the expense of a highly-targeted headline. |
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Tie your creative to offline advertising by using well-known corporate catch phrases. Just make sure your ad remains substantive. |
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Intercapitalize your Display URL. For example, www.adwordsexample.com should be www.AdWordsExample.com |
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Make sure your Display URL stands alone. For example, use www.AdWordsExample.com instead of www.AdWordsExample.com/home _mortgage
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Return to Financial Services overview
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