How to Get the Biggest Bang for Your Accounting Ad

Working with a strict budget? Worried about overspending and underdelivering on your marketing campaigns?

Here are a few of the ways you can maximize marketing returns for your accounting business:

Optimize Your Landing Page

If you’re not getting results, the issue isn’t always your ad.

It could be the landing page.

Your ads get customers to your website or landing page, but it’s on you to convert them once they’re there.

The landing page should be clear and concise, with visible call-to-actions (CTAs) and other information.

Don’t simply send them to your homepage or service page and hope they figure everything out themselves. Create a specific landing page optimized for a single purpose.

Collect, Learn, Improve

Just because someone clicks your ad and doesn’t book a consultation doesn’t make them a wasted lead.

There is still some value there.

They now know who you are, which means a little retargeting could help to get them over the line. You also have a chance to get their email address or other contact details, which means you’ve just grown your newsletter list and can try some cheaper retargeting.

If all else fails, at least you have some more actionable data on your target demographic and the effectiveness of your ads. Check your analytics regularly and constantly look for ways to update and optimize.

Target the Right People

You will waste a lot of money targeting the wrong people, and we’re not just talking about those who don’t need your services or don’t live in your catchment area.

Check your PPC keywords, look for the most expensive ones, and get rid of them if they are not effective. There’s no sense in spending money on clicks that aren’t going to benefit your business, even if they seem very relevant.

In the professional services sector, keywords are very competitive and can cost upwards of $10 and even $100 per click. If you don’t have a high conversion rate on these ads, your marketing budget will disappear with just a few dozen clicks from uninterested visitors.

Use Visual Content in Your Ads

Modern consumers are very visual. They spend hours browsing social media and streaming platforms, looking for eye-catching thumbnails. If they see a big block of text, they’ll skip straight over it.

You don’t want to oversimplify it by skipping text altogether, but you need to grab their attention with striking visuals in the first instance before directing them to a more detailed explanation when you have their attention.

The colors you use can impact how the consumer perceives your brand.

Red is a sign of danger and warning. It might make them take notice, but it won’t set the right mood. Blue, on the other hand, indicates trustworthiness and stability, whereas green is the color of nature and prosperity.

Create a Clear and Direct Offer

Your ads and landing pages shouldn’t try to do too much. They should promote a single offer and have a clear purpose.

Create an ad targeted toward small business owners seeking accountants, for instance, and set the goal of getting more conversions or consultations. Don’t try to make the ad too broad while targeting various demographics and directing them toward everything from newsletter sign-ups to consultations and affiliates.

Most of the people who click the links are not there to learn all about your brand and explore your full range of services. They have a single goal in mind, and if you confuse them or overwhelm them, they’ll take their money elsewhere.

Encourage Clients to Leave Reviews

Reviews won’t help your ads directly, but they will give users social proof.

The ad probably isn’t going to be enough to convince them to buy, even if it directs them to an optimized landing page. They will look for reviews and testimonials, and while some of that searching will take place on your site, most will occur on third-party sites like Google Reviews and Trustpilot.

Create pages on these platforms, encourage active and former clients to leave reviews, and use plugins to host those reviews on your landing page.

You should also respond to bad reviews and complaints where possible. Most platforms will let you do this, and it looks good to prospective clients.

Keep all of your replies professional, and remember that the goal is not to change the reviewer’s mind (it can happen, but it’s rare), but to show others that you’re professional and attentive and will always do what it takes to appease your clients.

Try A/B Testing

A/B testing is a process through which you test multiple different layouts and CTAs to find the best one.

Take a landing page as an example. You could create an optimized landing page and then duplicate it, using a CTA like “Free Tax Consultation” on one and “Free Quote” on another. You would then split your ad so that it sends an equal number of targeted users to each option before reviewing them to see which one worked best.

Once you have a winner, make another change (the positioning or color of the CTA; the layout of the page), and run the test again. Stick with the winning page each time.

You can do the same with your ads, changing minor things to see if they lead to improved results.

Summary: Launch an SEO Campaign to Get Organic Traffic

The above strategies will help you to optimize your ads and get more conversions, but there is another way to keep conversions high: SEO.

A good SEO campaign will improve your search rankings and drive organic traffic to your site, but it will also improve your site, as many tenants of SEO revolve around improving the user experience (engaging content, easy navigation, fast loading speeds), and they will have a knock-on effect for your ads, as well.

Contact us today to get a quote for expert SEO accounting services. We work with agencies and individuals across the country and can adapt to most budgets and goals.