Google Ads for Wealth Management Firms
Wealth Management Companies are under a tremendous amount of pressure to perform for their clients. We take the pressure off of them in regards to finding those clients in the first place .Argent Financial is a regional wealth management company with over 20 locations in the South. They are trusted advisors in Oil, Gas and Mineral Rights Trusts.
Argent Financial is a premier wealth management firm based in Ruston, Louisiana, with a reputation for delivering personalized financial solutions to individuals, families, and businesses. With a team of experienced professionals, Argent Financial offers a comprehensive range of services, including investment management, trust administration, estate planning, retirement planning, and philanthropic advisory. Their commitment to client success and tailored financial strategies sets them apart in the wealth management industry.
Challenges Faced
Despite their strong reputation and extensive service offerings, Argent Financial faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The wealth management market is highly competitive, with numerous firms vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching high-net-worth individuals, families, and businesses in need of wealth management services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and national clients interested in wealth management solutions.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
Objectives
To address these challenges, Argent Financial partnered with our digital marketing agency to leverage our expertise in Google Ads management. Our primary objectives were:
- Increase Online Visibility: Enhance Argent Financial’s presence in search engine results to capture a larger share of the wealth management market.
- Drive High-Quality Leads: Attract high-intent leads that are more likely to convert into clients.
- Optimize Ad Spend: Improve the cost-efficiency of their Google Ads campaigns to ensure maximum ROI.
Strategy and Implementation
Our approach to achieving these objectives involved a comprehensive, data-driven strategy focused on the following key areas:
1. In-Depth Keyword Research
We conducted extensive research to identify high-intent keywords relevant to Argent Financial’s services and target audience. This included terms that potential clients use when searching for wealth management, investment management, and estate planning services. Using tools like Google Keyword Planner and competitive analysis, we identified opportunities to target keywords with high search volume and low competition.
2. Engaging Ad Copy and Creative Development
Creating compelling ad copy and visuals was crucial to capturing the attention of potential clients. We developed persuasive ad headlines and descriptions that highlighted the unique benefits of Argent Financial, such as their personalized financial solutions, experienced professionals, and comprehensive service offerings. Additionally, we utilized A/B testing to refine ad creatives, ensuring the highest possible click-through rates (CTR) and conversion rates.
3. Targeted Campaign Structuring
We segmented the Google Ads campaigns into distinct categories based on service types, user intent, and geographic regions. This granular approach allowed us to tailor ads to specific audience segments, increasing relevance and engagement. For instance, separate campaigns were created for investment management, trust administration, estate planning, and retirement planning.
4. Geographic Targeting and Location Extensions
To maximize reach, we utilized advanced geographic targeting techniques. This included targeting specific regions within Louisiana known for their interest in wealth management services, as well as national markets. Additionally, we used location extensions to provide potential clients with easy access to contact information and directions.
5. Landing Page Optimization
To maximize conversions, we collaborated with Argent Financial to optimize their landing pages. This included improving page load times, enhancing mobile responsiveness, and implementing clear calls-to-action (CTAs). By aligning the landing page content with the ad copy, we ensured a seamless user experience that encouraged visitors to request consultations or inquire about services.
6. Bid Management and Budget Allocation
Effective bid management was critical to maintaining cost-efficiency. We employed automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend), to optimize bids in real-time based on performance data. Additionally, we continuously monitored and adjusted budget allocation to prioritize high-performing campaigns and keywords.
Results Achieved
The implementation of our strategic Google Ads management plan yielded significant improvements for Argent Financial across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to Argent Financial’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in consultation requests and client inquiries.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: Argent Financial experienced improved brand visibility not only locally but also in national markets, attracting a diverse pool of potential clients.
Specific Examples of Campaign Success
One particularly successful campaign focused on promoting Argent Financial’s investment management services. By using highly specific keywords such as “investment management firm” and “financial advisors near me,” we attracted high-net-worth individuals actively seeking financial advisory services. This campaign not only drove traffic but also significantly increased the number of consultation requests from potential clients.
Another effective strategy involved geo-targeting affluent neighborhoods and communities known for their interest in wealth management. By tailoring ad content to highlight the benefits of Argent Financial’s personalized financial solutions, we boosted engagement and conversions in these key areas, further driving client growth.
Client Testimonial
“Partnering with [Your Agency Name] has significantly enhanced our digital marketing strategy. Their expertise in Google Ads management has greatly improved our online presence and client engagement efforts. The results are outstanding, and we have seen a tangible impact on our consultation requests and client inquiries.” – [Client Name], [Client Title] at Argent Financial
- Initial keywords: asset management, estate planning, estate services, fiduciary advisor, fiduciary services, financial planning, IMA, investment management, IRA management, legacy planning, personal trusts, special needs trusts, trust administration, trust advisor, trust management, trust planning, wealth advisor, wealth management
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Example of Custom SEM Reporting for C-Levels
PPC & SEO Monthly Report: January 2021
PPC Overview & Analysis
January | December | % Change | |
Total Cost | $4,310 | $5,147 | -16.3% |
Total Impressions | 241,850 | 172,858 | 39.9% |
Total Clicks | 1,102 | 1,079 | 2.1% |
Click Through Rate | 0.86% | 0.88% | -1.8% |
Cost Per Click | $3.91 | $4.77 | -18.0% |
Note: Totals are for all digital platforms (Google and LinkedIn).
Paid search performance rebounded in January. Impressions more than doubled and clicks to the website were up by 24% to 493. The biggest changes were seen in the remarketing campaigns (Incentive, Interests, Everything and Thoughtful) and the service keyword campaigns. The Argent remarketing ads went from 44,483 impressions in December to 102,948 in January – a 131% jump. The Heritage remarketing ads grew 206%, from 3,439 in December to 10,553 in January. The Mineral Management and Wealth Management ads in Texas were the best performing campaigns in January, growing 44% and 39% respectively. Competitor campaigns also contributed to the increased traffic to the site from Adwords.
Argent LinkedIn Overview
January | December | % change | |
Total Cost | $1,132 | $1,659 | -38% |
Total Impressions | 57,640 | 55,873 | 3% |
Total Clicks | 316 | 344 | -8% |
Click Through Rate | 0.55% | 0.62% | -11% |
Cost Per Click | $3.58 | $4.82 | -26% |
Heritage LinkedIn Overview
January | December | % change | |
Total Cost | $1,049 | $1,567 | -33% |
Total Impressions | 49,524 | 50,062 | -1% |
Total Clicks | 293 | 340 | -14% |
Click Through Rate | 0.59% | 0.68% | -13% |
Cost Per Click | $3.58 | $4.61 | -22% |
During the month of January, we transitioned our LinkedIn advertising from ads focused on Corporate Trustees and Trust & Liability to our top performing Donor Advised Fund ad. For both Argent and Heritage, this led to a noticeable improvement in the cost per click. While the click-through rate did not follow suit, we were able to spend less budget for each click to the website without sacrificing impressions. This was achieved thanks in part to optimizations we made during the month on the bidding structure within LinkedIn.
CPAs, Finance Managers and Accountants generated the most clicks from the Argent ads during the month of January. CPAs, SVPs of Commercial Lending and Attorneys generated the most clicks from the Heritage ads.
SEO Overview & Analysis
NOTE: Data obtained from Google Analytics for Argent Financial Group’s website. Data is for January 1-30 because of the bot attack on the 31st, which skewed the numbers.
Page Performance Analysis
Top pages visited in January, not including the home page, were “Our Team” (1,460), “Argent Trust” (787), “Who We Are” (529) and “Services” (438). The New Orleans location page generated 659 visits and usually does not appear in the top 10 pages visited, but it was #4 in January. The increased traffic is a result of the ads placed through New Orleans City Business.
Mineral Management (146), Oil and Gas (106), Estate Planning (105) and Investment Management (82) were the most visited services pages. The most visited Our Team pages were Kyle McDonald (48), John McCollum (43) and Alan Tarver (39).
Traffic Sources
Month-to-month total users from the various traffic sources increased to 5,807 with organic search delivering slightly more than last month – 2,374 in January (from January 1-30), versus 2,224 in December. Direct traffic was up to 2,194 versus 1,539 in December – a 43% jump.
Paid search traffic brought in 503 users (versus 395 last month). Referral traffic increased to 564 from last month’s 188; however, at least part of that increase may be due to the botswarm website attack on Jan. 31. Top referral sources include TheTrustCompany.com (74), HeritageTrust.com (12) and Kiplinger.com (6). A lot of referral traffic came from the New Orleans City Business ads too.
Social traffic was up to 261 (from 164 in December – a 59% increase), with 150 visits from Facebook, 100 from LinkedIn and others from assorted sources.
Event Tracking
January saw an increase in events on the website, which is consistent with increases in organic and paid search activity. There were 510 events on the website compared to 459 total events in December.
The Contact page was viewed 228 times, and users clicked to find an Argent location 122 times. Contact forms were submitted 57 times, and 4 phone calls were made from the website.
Keywords Summary
We are no longer ranking for some keywords, including the following:
- family office financial services
- fee based financial planner
- financial advisory services
- financial advisor trust
- financial investment companies
- financial investment companies near me
- financial planning companies
- independent financial planners
- multi family office services
- oil and gas managed properties
- oil and gas managed services
- private wealth management
- private wealth management firms
- professional wealth services
- retirement financial planning
- retirement financial planning advisor
- retirement planning consultants
- retirement strategies
- wealth management advisor
We recommend more content on the site catering to these keywords.
Data from Jan. 1-31, 2021 from Ahrefs. SF = Search engine results page (SERP) features (a number designating how many Google features are detected in search results). KD = Keyword difficulty (how hard it is to rank in the top 10 organic search results for a keyword on a 100-point scale).
Service Keyword Rank
Search Phrase | January Rank | December Rank | November Rank | Change |
certified mineral manager | 42 | 36 | 36 | -6 |
mineral management | 9 | 11 | 5 | +2 |
mineral management companies | 2 | 2 | 1 | No Change |
mineral management oil and gas | 2 | 1 | 4 | -1 |
oil and gas mineral management | 4 | 2 | 10 | -2 |
Oil and gas managed services | Dropoff | Dropoff | Dropoff | Dropoff |
Oil and gas properties | Dropoff | 83 | 42 | -41 |
Oil and gas property | 51 | 44 | 35 | -7 |
timberland management | 3 | 3 | 3 | No Change |
timberland management services | 3 | 3 | 5 | +2 |
Cfirs | 6 | 12 | 18 | +6 |
cfirs certification | 16 | 16 | 13 | No Change |
Opeb | 10 | 12 | 10 | +2 |
opeb trust | 3 | 5 | 2 | +2 |
opeb trust fund | 4 | 4 | 3 | No Change |
opeb meaning | 14 | 15 | 23 | +1 |
opeb benefits | 12 | 11 | 13 | -1 |
opeb funding | 37 | 29 | 33 | -8 |
esop | 37 | 36 | 35 | -1 |
esop trustee services | 11 | 11 | 11 | No Change |
esop trust | Dropoff | 10 | 9 | -1 |
esop trust company | 3 | 4 | 4 | +1 |
cemetery trusts | 4 | 3 | 3 | -1 |
family wealth services | 3 | 5 | 4 | +2 |
retirement plan advisors | 11 | 10 | 10 | -1 |
financial trust company | 6 | 8 | 8 | +2 |
401(k) plans in mergers and acquisitions | 10 | 10 | 7 | No Change |
Brand Keyword Rank
Search Phrase | January Rank | December Rank | November Rank | Change |
independence trust company | 1 | 1 | 1 | No Change |
heritage trust company | 1 | 1 | 1 | No Change |
ameritrust tulsa | 1 | 1 | 1 | No Change |
argent financial | 1 | 1 | 1 | New |
argent trust | 1 | 1 | 1 | New |
WordPress Recommendations
We strongly recommend adding a security plugin to the site. As of February 8th, there still is not one active on the website. It is important to add this as soon as possible to know of and be able to evaluate any ongoing security risks to the website or its users.
Additionally, there are multiple plug-ins on the site that need to be updated. Similarly, there are extra themes that are not in use. It is a best practice to delete all unused themes and keep plug-ins up-to-date for maximum website security.
We did update the Ninja Forms plugin on Feb. 16 because of the potential for it to be exploited, which would compromise the site. More info here. The main plugin updated without a problem, however, its companion plugin had an error (see screenshot below). Nothing seems to be wrong on the site, but we recommend someone taking a look.
There are also over 900 pages with broken links to the page https://argentfinancial.com/argent-company-news/all-blogs/. That indicates that there is something broken in the template. That problem should be found and fixed to help with SEO and prevent users from clicking to dead ends.