Google and Facebook Advertising
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?
Watch this short video to learn about how a pay-per-click campaign, combined with retargeting advertising, can be a highly effective way to drive traffic to your site. Build Your Firm is the only firm dedicated to the accounting industry that combines the power of PPC advertising and retargeting into one single, powerful online marketing solution.
Build Your Firm is a Google Partner and has managed over $2 million in ads spent in the past decade. We offer pay-per-click and retargeting services exclusively to the accounting industry.
Google Ads - Step 1: Pay Pay Click 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.
Google Ads - Step 2: Retargeting Advertising
Online display advertising that keeps your firm name in front of people AFTER they visit your website and seeks to bring them back again recognizing that prospects don’t buy on their first visit to your website.
Facebook and Instagram Advertising
Facebook and Instagram are cost effective ways to advertise your accounting practice because of amazing targeting capabilities. At the same time, both platforms are very different from traditional advertising platforms.
Build Your Firm’s advertising campaign management on Facebook and Instagram allows you to specifically target individuals in your neighboring area by age, gender, language, income, purchase behaviors and personal interests.
Facebook advertising campaigns are most successful if you clearly define who you want to target and want them to do.
- Drive prospects to your accounting practice website
- Increase awareness of your firm and service offerings
- Support a new service offering or specialty type of service
Facebook and Instagram advertising solutions provide you with an opportunity to reach current and prospective clients at every stage of the purchase process, from awareness to purchase.
- We drive firm awareness and client acquisition across major social networks
- We post ads to elevate awareness for your business and improve conversion rates
- We also use “lookalike” campaigns to target users with similar profiles to your clients
- Use data and automation to optimize your campaign and improving ROI
- We design the creative and make advertising turnkey for you
- Facebook & Instagram advertising (strictly optional)
- Monthly Fee – Call us for a quote
- Set-up Fee – None
- Caveat – We only provide this service to BYF website clients
Benefits of Retargeting for Accountants
- Target your internet advertising to people who are “shopping” for your accounting services.
- Reinforce your firm message and motivate prospects to schedule an appointment.
- Make your firm appear larger than it really is.
Retargeting Advertising is only delivered to prospects who have previously visited your website. It reinforces your firm name/message and seeks to pull them back again, recognizing that 98% - 99% of online shoppers do not purchase on their first visit to your website. Retargeting Advertising is effective because it keeps your brand name in front of prospects who are shopping for accounting services, and brings “window shoppers” back when they are ready to engage.
Build Your Firm is the only firm dedicated to the accounting industry that combines the power of PPC Advertising AND Retargeting into one online marketing solution. Retargeting Advertising is only available for those who are running an active Pay-Per-Click campaign.
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.