Pay-per-click (PPC) Advertising for Accountants
For accountants who want to acquire more clients from the internet, Build Your Firm provides Pay Per Click (PPC) campaign management and Retargeting advertising services, bundled together into a convenient one-two punch approach.
The first step, PPC advertising, is designed to drive extra traffic to your website and the second step, Retargeting advertising, reminds them of your firm and seeks to pull them back to the website later in the decision making process.
How does it work?
First Step – PPC Advertising
Pay Per Click (PPC) advertising provides you with premium placement towards the top of search engine results pages for targeted keywords in your local geographic market. These targeted keywords are what prospects type into search engines when looking for local accounting firms. PPC advertising allows accountants to secure top placement much faster than organic search engine optimization. Typically, PPC campaigns will be up and running in 2-3 days, while organic search engine optimization can take several months or longer depending on the size of your market.
Build Your Firm has been providing PPC campaign management services to accountants for over ten years, long before all of the other accounting website providers. Our keyword research, ad copy testing, and monitoring of constant changes to Google’s advertising platform are designed to deliver higher ROI and save you tons of time and aggravation. And, we deliver this service at a fraction of the price of other internet marketing companies.
Second Step – Retargeting Advertising
To move prospects closer to a purchase decision and elevate your firm name in their consideration set, we have added Retargeting Advertising (aka – remarketing) to raise the awareness of your accounting firm and pull qualified prospects back to your website.
Read More about Retargeting Advertising
Internet Marketing FAQs
Retargeting (remarketing) advertising is based on a monthly fee and cost per click model. BYF charges a monthly management fee to create your ad and manage your campaign. We will also manage your click fees.
Search engine optimization (SEO) is the process of improving the quality or volume of traffic to a website from the search engines. Primarily when we talk about search engine optimization or optimizing a website, we mean using the content and underlying HTML coding to increase a website’s relevance for specific keywords that are important to accounting firms.
Internet marketing is using the internet or web to market products or services. It can include using marketing tools like a website, an email newsletter, a banner ad, blogs, and other vehicles to market your products and services.
Paid advertising appears at the top of the page and on the right hand column of many of the major search engines. It is normally labeled as Sponsored Links, Ads, Sponsored Sites or Sponsored Results. Organic results generally appear in center or left area of the major search engines. These results are non-paid and are achieved by having a website that is search engine optimized.
Pay-per-click advertising (PPC) is the largest and most popular form of internet advertising and enables advertisers to display ads pertinent to their business on search engine results pages. As a Google Partner, Build Your Firm uses the AdWords platform to build out PPC campaigns specific to your geographic area and the services you provide - providing highly targeted marketing. You only incur a fee when a potential client clicks your ad, thus the name pay-per-click! In addition to our pay-per-click services, Build Your Firm also offers retargeting (or remarketing) campaigns which allow you to display advertisements across the web to previous website visitors.
Immediacy and control. Organic search engine optimization can take up to 6-9 months to be well-ranked in the search engines. During the time it takes for that to happen, PPC advertising is important so your website is listed on the first page of results for prospects looking for an accounting firm in your area.
PPC advertising is based on cost per click model. The cost per click varies depending on the market you are in and the keywords you want to target. If you decide to do a PPC campaign, we will examine your market and make a recommendation for an appropriate budget for your area. In addition to the per click charges incurred with the major search engines, BYF charges a monthly management fee to manage your campaign for you.
Almost immediately. When you run a PPC campaign, you will be visible in the paid advertising listings on the search engines as soon as your ads are running. The organic rankings take longer to achieve. Generally, it can take 6-9 months to achieve organic results for a new domain. Sometimes this time frame is shorter if you have an existing domain.
Retargeting advertising (Google AdWords Remarketing) is online display advertising which focuses on bringing previous website visitors back to your website. Recognizing that prospects don't buy on their first visit to your website, previous website visitors are added to your remarketing list which enables us to show them advertisements for your firm across the Google display network. Benefits of a retargeting campaign include targeting warm prospects who are "shopping" for your services, reinforcing your firm message and making your firm appear larger than it really is. Build Your Firm is the only firm dedicated to the accounting industry that combines the power of PPC advertising and retargeting into one marketing solution.