Google Ads campaigns for the Financial and Fintech sector

Las Google Ads campaigns for the Financial and Fintech sector They’re a excellent way to reach the people who really need the products and services of these companies. However, due to high competition, the costs per click are very high and could be risky for many companies, especially for startups, investing in that platform because they have no information on what the best strategy is to be successful and not waste money.

Many financial and fintech companies try in Google Ads to understand who to target and end up spending more than expected in an attempt to segment too many potential customers. This need not be a problem since as expert agency in Google Ads with more than 18 years of experience, As We know everything you need to make your campaigns work, so that you can see a genuine increase in your customer base. In this post we reveal some tips to succeed in Google Ads for the financial and fintech sector.

Know your target audience

It’s very important get to know our buyer person in detail why that will depend on the focus of our strategy in Google Ads. If the company in the financial sector or Fintech is addressed to the final consumer I must investigate how he searches for my services, what his browsing habits are, how I can approach him so that he discovers us, what makes him decide between one financial service or another. If on the contrary, my product is intended for B2B I must understand the purchase cycles of those companies that I want to address, who make the decisions and who can recommend your product within those organizations. This initial work will allow us to know how I can reach them in the different phases of the funnel and how the different Google Ads supports can help me achieve my goals.

How much am I willing to pay for a new client?

Why are the costs per click so high in Google Ads for the financial and fintech sector? The answer is easy, these companies have done the exercise of know the Average Lifetime Value (LTV) of the client which is normally very high and they know how much they are willing to pay for a lead and for a click to maintain positive ROI.

Understanding the average LTV of a client and deciding how much we are willing to pay for a new one is part of the strategy that the team must work with dedication. By having these numbers and with additional information such as how many leads do I need to have a new client and have an idea of ​​the conversion rate of the landings we can calculate how much we can pay per click.

An example taking into account that our client is worth €1,000 and we are willing to pay €200 for each new client: If I need 10 leads to capture 1 new client, I could pay €20 per lead. Assuming that our conversion rate is 10%, then we can bid for a click up to 2 euros.

Don’t be afraid of broad agreement

Use broad match and don’t be afraid. Broad match has improved a lot recently and many are surprised by the good results they can get with it. Broad match used to bring a lot of junk traffic but that is no longer the case. Now machine learning has advanced to a point where your keywords are likely to perform better in broad match.

Our recommendations to make broad match work in campaigns for the financial sector there are two: the first is that let’s help the platform by adding negative keywords of irrelevant terms. And the second, that let’s focus on long tail keywords And let’s forget about generic terms. Focusing on keywords with 3 or more words will make our campaign much more relevant and we will have better results.

Landing and CRO optimization

When creating your landings for paid campaigns Keep in mind the objectives of the campaign. If you are in a more Top of the Funnel stage, more informative, make your landings meet the objective of informing. If you are in a deeper stage of consideration and your customers are looking for a solution to a specific problem, present that solution on your landing page.

at the time of create a landing page with the ability to convert take into account the following aspects:

  • Title: impact from the first moment
  • Opening: Defines the informative line or presents the solution briefly
  • Credentials: in the financial sector it is essential to build trust.
  • Offer: what’s your proposal.
  • Bullets: your summary value contributions.
  • Testimonials: the experience of others as a recommendation.
  • Value Justification: establish and explain the contribution of your service.
  • Management of objections: Create a FAQ with possible objections and resolve them positively.
  • Call to Action: Constantly drive the action you seek.
  • Urgency: why the user should react now.
  • Legality and risk: in financial products it is essential to comply with the regulatory framework on advertising activity for banking and financial services and add all the necessary messages to the landing so as not to be outside the law.

Measurement

Finally, the best advice we can give you and that luckily is possible in digital media is the following: measure and optimize everything. In our experience it is possible measure each of the stages a customer goes through. If we offer a credit solution, for example, it is possible to measure from the display of the ad, through the click, its activity on the landing, each of the application steps, scoring and approval. And each of those stages is completely optimistically.

Even we can establish in Google Ads conversions for each of the steps and have objectives and optimize based on them. In this way we will be able to work on our campaign with enough information to generate enough learning and results with the ability to scale.

If you are looking for a partner to work campaigns for your products or services for this sector Do not hesitate to contact us and we will gladly schedule a meeting to introduce ourselves and see how we can help you.