The financial industry is currently booming in MENA, with numerous companies in the market, intensifying competition. Therefore, as a marketer, you need to strategize wisely and choose the most effective channels for your company. Hence, implementing a clear testing, optimization, and scaling structure is crucial to generating a substantial number of leads with the best CPA.
When it comes to digital campaigns, various channels such as META, X, Programmatic, and Google products (YouTube, PMAX, Search, Display, and app) can be utilized to generate leads. Always remember to select a channel that genuinely contributes to your company's business, rather than merely following competitors, as high competition entails higher costs.
Google Ads, particularly the search campaigns, stands out as the optimal channel for the financial industry in both quality and cost aspects. Despite facing intense competition, there are proven strategies available to pinpoint and target ideal clients effectively. Now, let's explore the nuances of constructing a successful Search campaign:
• Invest ample time in finding the best keywords relevant to your campaign, focusing on long-tail keywords (e.g., “trade forex in UAE,” “how can I open a trading account”). Avoid using single words as keywords (e.g., forex, trading).
• Organize Ad groups based on theme keywords, avoiding an excessive number of keywords in one Ad group.
• When writing Ads for the Search campaign, ensure that;
•1. The first headline contains your keywords,
•2. The second highlights the offer
3. The last emphasizes your selling point.
• Avoid adding more headlines to the same Ad because it will affect the learning phase period, so don’t waste time and money as well. Keep your Ad structure clear and test different headlines until you find winning Ads and a landing page.
• Review search terms daily, identifying irrelevant and non-converting keywords to add to the negative list. Add the most converting keywords to the campaign. This routine optimization is essential.
• Don't start your campaign with a smart bidding strategy if your Ad account is new. Feed your algorithm first before implementing smart bidding strategies.
• Establish a clear conversion tracking structure to optimize and scale the campaign effectively, increasing leads and decreasing CPA.
Start building your own strategy, formulate a plan, and stick to it for sustained success in navigating the complexities of digital marketing in the financial sector.
