Google Ads are used by many accountancy firms and can be a very cost-effective way of generating leads. However, others shy away from them - some are unsure of how to set them up, while others are convinced they won't work for their market (although in 9 out of 10 times such beliefs are generally unfounded in our experience!).
Because we felt more of our clients should be considering Google Ads for some of their campaigns, we teamed up with Google Ads expert Dominic Renshaw of AdExtra who gave an excellent overview of what is involved and how to set up and maintain a successful campaign.
However, ranking well on Google Ads isn’t plain sailing nor is it as easy as it used to be.
For instance, there are many things that will trip you up as Google frequently changes how its interface works. Keeping control of your budget and preventing it being used-up too rapidly by poorly constructed campaigns is also a challenge for new users.
Making Google Ads work - tips for accountancy practices:
Here are a few of the relevant points for getting your Ad Words campaigns as successful as possible for your accountancy practice:
- Identify your "client journey" before you start your campaign, being clear what specifically you want visitors to your website to do once they arrive on the "landing page" after clicking the Ad.
Too many firms simply point people to their practice's home page and hope they will find the relevant information... the chances are they won't be that patient, so we covered how to avoid this.
- Investing sufficient time identifying the likely keywords the sort of visitors you want is key. Often people spend a few minutes on this. But there are invariably more than you think and Dominic recommended you take half a day or more, and failure to get this bit right will almost certainly doom the rest of the campaign. Dominic also showed how Google identifies the ones most relevant to you that are being used, helping ensure you have the best impact (see the accompanying recording for full details of how you can do this).
- Adding a "negative" keyword list can save a lot of money and is just as important as your positive one. For instance, adding such phrases as "jobs" and "vacancies" ensures your Ads don't appear in front of accountancy job-seekers (unless of course you are doing recruitment), makes sure your Ads aren't clicked by irrelevant people.
For the full advice-packed webinar, simply click on the image below: