5 Tips for Creating Stronger Search Ads for Your Bookkeeping Service
There are numerous ways to grow your bookkeeping service. From the power of networking, to being present on social media, to advertising in print or digital, there are many ways to market yourself. However, in this day and age, the key to success in your bookkeeping business lies in having a strong and well-strategized online presence.
So, out of the billions of people who have access to an internet connection, how do you, as a business, filter through to your prospective clients?
Search engine optimization (SEO) efforts will help you rank higher on Google, but before that, you need to establish what you want to rank for. These keywords will help shape your entire digital strategy. For that, you need to delve into tools such as Google Keyword Planner and Google Trends. These keywords will be your foundation for both SEO and Google AdWords.
As a bookkeeper, you’re no stranger to data, but if you’ve never used Google AdWords before, here are five tips for creating stronger search ads.
1. Know your keywords. This is the first – and most important – step in having a strong search ad campaign. First, take a minute and think of your keywords as search terms. What would a potential customer searching for information on your services use?
A common mistake is assuming customers use the same language as you. Just because a certain terminology is popular in your industry doesn’t mean a prospective client would necessarily know or use that word. Be conscious of placing appropriate, commonly used keywords in your ads. You can use Google Keyword Planner to verify the validity of each keyword option you want to use.
If you create multiple variations of your ad with different approaches, your customers may resonate with a different style than you would expect.
2. Know your audience. Of course, the goal for your Google AdWords efforts is to get the most out of your investment. Unless you have a high budget and can support all stages of the user’s journey, from research to purchase, focus only on those who are directly looking for the services you offer.
Take into consideration what location your specific audience is in. What services would they be looking for? What problems can your bookkeeping service solve for them? Review these questions and cater your adwords accordingly. For example, target Vancouver bookkeeping services, rather than cost of bookkeeping or how to do my bookkeeping.
To avoid wasting money or compromising your quality score, set negative keywords for unrelated queries. For example, bookkeeper course, bookkeeper job description or bookkeeper salary. This will filter out the searches that may trigger your ads, even though they’re not related to your services.
3. Be focused and direct. Choosing a target audience varies greatly, depending on what type of business you’re running. As a bookkeeper, if you only want to have sit-down clients, ensure you’re only targeting people who can physically come into your business. It wouldn’t do you any good to be ranking in California when your office is in Vancouver.
If you’re happy to work remotely and not see your clients face-to-face, then it opens up a larger audience to which you can target. That being said, for whoever you choose your target audience to be, work within those parameters and be purposeful with your ad spend. This way, you will stay relevant for your searchers.
4. Optimize your ads. To help create a strong digital strategy, figure out what type of conversions you’re after and plan your ads accordingly. Don’t forget to include a call to action! If you want a phone call, mention it in your ad. In your ad delivery settings, there’s an option to lock it to “optimize for conversions.” Do this and monitor your ads over time. As different trends emerge, it will be easy to make minor adjustments to ensure your ads are in their most competitive position when your customers tend to convert. This will be based on location, time, which device they’re using and their demographics.
If the volume of your site traffic allows, include remarketing lists for your search ads (RLSA). If someone in-market for your services has already checked out your website, you want to be sure that your ad appears front and centre later when, or if, they search for other options.
5. Take your time. A little effort goes a long way. A lot of effort sets you apart from the pack. Take the time to make your ads as strong and as prominent as possible. This means including site links, callouts, phone extensions, location extensions, structured snippets and all other add-ons you can. Just like other marketing efforts, the time you put into your ads, if it’s strategic and well-thought out, will reflect in your conversions.
At the end of the day, the goal is that your ad copy is 100 percent related to the keyword that triggered it. That is the sign of a healthy ad strategy. This results in a higher quality score, a lower cost per click, higher ad positioning and a lower bounce rate. If you’ve got a handle on Google AdWords, but need a helping hand in fine-tuning your strategy, consult a professional and protect your investment.