Should Mortgage Lenders Consider PPC Advertising?

What is PPC advertising?

In the sphere of search engine marketing, you have two choices:

Work to get your content to page 1 search (organic placement) earned through top quality content and backlinks from high-quality websites; that’s how you earn the top 1 spot.

Or buy advertising on both search engines – Google and Bing, and you pay for every click of your ads, Pay per click. Until your organic content earns a page 1 rating, PPC is necessary; once you’ve earned your page 1 ranking, you use the PPC to complement the organic SEO.

If your average place is 2.5 on organic search, you don’t need to do PPC on that search keyword.

The Problem with PPC Marketing?

Until you’ve learned how it can be VERY expensive. Let’s say you budget $500/day, and those clicks cost you $25, which = 20 people to whatever page you’re sending them to…

If you have a poorly converting page that doesn’t convert (1 out of 20) and costs you $500/lead, you’ll go broke at $500/lead!

That’s why doing research on other people’s ads or you pay someone to do the search for you, it will burn through your budget because it’s a learning curve, and you will want to have a good ad.

How do You know If It’s a Successful Ad?

By researching your competitors, we identify successful performing campaigns; then, we can emulate them.

Performing = the ad is attractive enough with a call-to-action, gets people to click to a page that they expect, and gets them to take action. Usually, it captures the contact into the sales funnel.

Why Invest in Pay-Per-Click VS SEO

(Pro) Pay per click is instant

(Con) you pay for every single click ongoing (not your desire)

(Pro) Organic SEO Free, don’t pay for every click

(Con) takes time (there is an investment in organic placement. (Backlinks, content, time)

Put investment in PPC to get traffic to your website; as the traffic comes and your organic goes up, scale back on PPC and reallocate that to organic.

If you’re on page 3, you might focus on organic SEO and backlinking instead of continuing PPC.

You’ll need to run separate campaigns for each loan you offer and specifically include a city in the ad.

Our ad managers know these things and are Google Adwords certified.

With either strategy:

The click takes a person to a page; if the page performs well, that person takes action; if the person doesn’t take the intended action, you are wasting money!

Need to know what’s performing, what landing pages are performing? This is what you’ll pay for.

How to DIY Keyword Research?

How do you spy on your competitors’ ads to find out what’s working?

Using a tool like Spyfu, you can research the best performing ads in your market for the keyword search “home loans.” You should then design the ads not by guessing but by emulating successful ads. After this, you can use Spyfu to determine the budget needed to obtain a top advertising position on the first page. This is your roadmap to success!

Use can choose if you want to buy leads from Google Adwords or BingAds. The average cost per lead for “home loans” is $45/per click.

So you don’t waste a ton of money, you’ll want to test a few ads before going all-in with your campaign launch.

Another strategy for a quick response in rankings is to launch PPC campaigns. While working on citations, directories, and optimized content, you can purchase your popularity. Pay-Per-Click ads can measure how much traffic you’re getting and perform well. For example – if you have a lot of bounces (people hitting your site and then immediately clicking out) indicates that people didn’t find what they expected or what they were looking for. This is a tool to perfect your sales page and customer experience to increase your website conversions.

24/7 Sales Assistant?

Think of your website as your 24/7 sales assistant who never takes a vacation, asks for a raise, or leaves you to become your competitor if you invest the money and time to ensure that it accomplishes your goals. If the goal is to get a name, phone and email, make sure your landing page(s) achieves this objective, and if you need your clients to enter a form to further pre-qualify them, you would want to make sure and test for efficiency on all devices and browsers and a successful experience for your customer.

Studies show that long copy for landing pages with complex offers performs better; you should address the benefits, concerns, values, and your unique value proposition and a good call-to-action.

What are available PPC services?

  • Google Ads Management
  • Bing Ads Management
  • Google Local Services Ads Management
  • Youtube Advertising
  • Display Ads Advertising
  • NextDoor Advertising
  • Social Media Campaigns

If you want a complimentary audit of your existing PPC campaigns, or if you want to try out a campaign for a few months, contact us here. Or get onboarded to start ASAP.

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