Your customers are looking for you.
They’re on the Web right now, sifting through websites for accountants to find a CPA firm in their city.
If you’re not advertising online, they might not find you – even if you have a website.
The good news is, PPC or pay-per-click ads let you advertise on the Web for dollars a day.
Pay-Per-Click Provides High ROI
PPC ads – like Google Adwords – are the sponsored listings you see at the top and on the right when you do an Internet search.
They’re better than ads in the newspaper or a listing in the Yellow Pages for two reasons: they’re highly targeted, and they’re inexpensive.
Targeted
If you place an ad in the newspaper, you’re reaching hundreds of thousands of readers – but only a small fraction of them are looking for an accountant.
PPC ads only run when certain keywords are typed in to the search engines (like “Buford GA tax preparation”). This means your ad is only being seen by people looking specifically for a firm like yours.
In fact, once folks see your ad online, nearly half – 46% – pick up the phone to call you.
Inexpensive
As the name implies, you only pay for your ad when someone clicks on it.
The total cost varies depending on your location, the keywords you bid on, and how many clicks you get. But the average cost for a CPA firm is around $150 per month.
This can mean a healthy return on investment. Let’s be conservative and say your PPC ad brings in 3 new clients who each pay $1,000 annually for your services. That nearly doubles your investment.
Let the Pros Handle It
It’s not rocket science, but running a Google Adwords campaign does take time and some expertise. Your best bet is to go with a website provider who can set up and monitor the ads for you.
Choose a website provider with certified Google Adwords Professionals on staff. When researching providers, look for “Search Engine Marketing” services. This is the broad term for PPC ads.
Picking the Keywords
You want a campaign that targets your specialties and services with as many keywords and phrases as possible. Website providers who offer SEM know which keywords are tested to be most effective.
Writing the Ads
It takes skill to write an effective ad. Some wording works better than others. Experts in SEM work with you to achieve the best results – adjusting your ad as the results come in.
Monitoring the Budget
Google Adwords Professionals monitor your ad campaign to ensure it stays within your budget.
Say you want to spend no more than $50/month on your PPC ads. Your provider stops the advertisements when the cost reaches that number. You can “set it and forget it.”
Advising on Strategy
If you bid high, you get higher positioning and more clicks. If you bid low, you get lower positioning and fewer clicks – but your clients are potentially more motivated. Providers who offer SEM determine which strategy is best for your firm.
Consider starting a PPC ad campaign. A reasonable investment in time and effort puts you in touch with prospective clients who are actively looking for you.
It’s the smarter way to advertise.