SEO + PPC for Credit Card Companies
If you’re the marketing director at a credit card company, you probably don’t need us to tell you that 67% of Americans use credit cards, or that those individuals likely use not one, but 3.1 credit cards.
And you’re probably aware that roughly 1.5 billion credit cards currently circulate in the United States…
But how do you generate leads and grow your business in such a competitive landscape? And more importantly, how can you scale your lead generation at scale without a skyrocketing cost-per-acquisition?
That’s where we come in.
We run PPC and SEO campaigns for credit card companies, and not only will an investment in these two digital marketing channels drive more leads in the short term, they will pay dividends for years down the road.
If you want to learn more about how we can increase your keyword rankings for target terms, drive more qualified traffic to your site, or generate leads at a low cost-per-acquisition through Google Ads, please get in touch.
SEO FOR CREDIT CARD COMPANIES
Search Engine Optimization should occupy a vital role in every credit card provider’s digital marketing plan; as the pay-per-click landscape gets more competitive (and expensive), you need a steady flow of qualified organic traffic to your website.
For instance, did you know that the phrase “credit cards with no annual fee” gets searched almost 10,000 times per month? What are you doing to capture a share of that traffic and turn those web users into leads? Here are some steps we take to drive more qualified individuals to your site.
CONTENT STRATEGY FOR CREDIT CARD COMPANIES
What questions are your target users asking? How can you use your expertise to satisfy those questions? If you’re on the fence about pursuing a content strategy to capture organic leads, look no further than NerdWallet’s total search engine domination.
NerdWallet built a $520 million dollar business almost entirely on the back of content, and now you’d be hard pressed to find a “best credit card for…” search that they don’t rank on the first page for.
That said (and no, we aren’t suggesting that we try to out-content NerdWallet), we’ve written millions of words and generated thousands of leads for clients through content. We use our status as a Google Partner to access important search keyword data, and based on that keyword research, we compile list of topics and questions that need to be addressed on your website. After that, we’ll write the content — if content is part of a holistic SEO strategy (see “onsite cleanup” and “link building” below), your content will start to rank well on Google and send qualified leads your way.
WEBSITE REDESIGNS, USER EXPERIENCE AUDITS & ONSITE SEO CLEANUP
Google’s algorithm takes technical on-site SEO elements, such as speed, mobile compatibility, and user experience (UX) more seriously than ever before; is your website built accordingly?
For a website redesign or refresh, our process always starts with a conversion rate audit — we’ll make sure tracking is properly implemented on your website, then use that data to find key drop-off points and “leaky” elements in your conversion funnel. For instance, if you have a credit card comparison tool that drives traffic, but that traffic hardly ever proceeds to a sign-up page, we’ll take a hard look at why those users don’t convert, and we’ll either make recommendations on how to improve your design on we’ll implement those changes ourselves.
We can also build a new website for you from scratch; we still use all of the data from the user experience audit to inform this redesign, and the higher conversion rates and better keyword rankings after a redesign usually pay for themselves.
Onsite SEO cleanup involves fixing broken pages and links, setting up your redirect and canonical tags correctly, checking on your sitemap, minimizing html and images, and optimizing any other technical aspects of your site that may be holding you back in the eyes of Google’s algorithm.
LINK BUILDING FOR CREDIT CARD COMPANIES
You can’t rank well without links, and we pursue a number of link building strategies in tandem with our other SEO offerings. From digital PR campaigns to taking advantage of your brand’s pre-existing mentions on the web, we can build high quality, trusted backlinks to your site that deliver authority and qualified traffic.
GOOGLE ADS (FORMERLY ADWORDS) STRATEGY FOR CREDIT CARD COMPANIES
SEO is an incredibly important investment to make, but if you need to hit quarterly goals and generate more leads now, we can launch a highly targeted Google Ads campaign that will deliver new customers in short order at an affordable cost-per-lead (CPL).
ADVANCED GEOGRAPHIC, INCOME, AND AGE TARGETING
Individuals with a relatively high income are exponentially more likely to sign up for your credit card than those with a lower income, and while it’s not rocket science, taking this into account can make a huge difference on your overall CPL.
By using Google Ads’ targeting features, we can point campaigns to ZIP codes with the highest median income, or in the case of a credit card with a low barrier to entry, ZIPs with medium-to-low median income. We can also target income brackets, age demographics, family status, and much, much more.
WE’LL DISTILL ALL YOUR KEY SELLING POINTS INTO CONCISE, HARD-HITTING ADS
We’ve studied click-through-rates and user behavior, and we know what ad copy works (and what doesn’t). We’ll work with you to get a handle on the exact benefits your card offers so we can differentiate you from the competition.
Things like no fees, travel benefits, extra points for dining out, and entertainment incentives are a big deal to credit card users, and we can even tailor our demographic targeting around the kinds of incentives you offer.
IS SEARCH OR DISPLAY ADVERTISING BETTER FOR CREDIT CARD PROVIDERS?
It’s no secret that high value credit card keywords are expensive; while it’s absolutely worth it to pay $10-15 for a highly targeted click, we like to pursue a mix of display network and search network targeting.
We use “custom audiences” in Google’s ad platform to show display ads to people who have recently been searching for credit card-related terms, and we can also pinpoint certain websites, Youtube channels, and other outlets on which to show our display ads.
When it comes to bidding on search keywords, we exclude irrelevant terms, bid more on “money terms,” and we monitor what people are searching every day to make sure we are spending your budget as efficiently as possible.
GET STARTED WITH REMARKETING CAMPAIGNS
If you aren’t already showing display advertisements to people who have previously visited your website, you’re missing out. You can target all of your former website users or just visitors to certain sections of your site, and not only are these people more likely to sign up for your credit card, but these clicks are also substantially cheaper (usually under $1.00) than clicks from new users.
CUSTOM LANDING PAGES ON YOUR WEBSITE, IN UNBOUNCE, OR ANOTHER PLATFORM
If you don’t have a pre-existing page suitable for use as a paid search landing page, we can design one and build it for you. We know how users like to behave after clicking on an advertisement, and we can structure your landing page accordingly. We can also use Unbounce or another platform to construct a temporary landing page if your site is under construction.
TRACKING RESULTS: DATA ANALYTICS FOR CREDIT CARD COMPANIES
While it’s important to send relevant web traffic your way, helping you make money is our ultimate goal. We tie traffic to leads and revenue by implementing or cleaning up your web tracking, and we can use our status as a Google Partner to set up a beautiful and easy-to-digest Google Data Studio dashboard for you to use when reporting.
You can grab PDFs of a campaign’s performance, and you will be able to see exactly what kind of results your budget is delivering.
If you have any questions about digital marketing for credit card companies, give us a call or send us an email — we’d love to hear from you.