The NAFCU Journal May - June 2017 - 14

THE DIGITAL DOWNLOAD

Three Ways to Get More Out of
Your Pay-Per-Click Campaigns
By Kirstin Orr

W

hen you set up pay-perclick (PPC) campaigns for
your credit union, it's easy
to get discouraged when
you see that you are competing against
larger financial institutions with huge
ad budgets and national reach. However,
PPC can be one of the most effective
ways to reach new members and get
new business, especially for smaller
community-based institutions such as
credit unions. If you haven't yet tried
PPC advertising through Google, Bing
or search engines and social networks
that your members use, it's time to give it
a whirl. Here are three ways to get more
out of your credit union PPC campaigns.

1. Geotargeting
Although it may sound like a good idea
to get your message out to the whole
14

universe of Googlers or Facebook users,
it simply doesn't make sense when you're
working with a limited budget. Most
PPC ad suppliers provide very specific
geographic targeting options for your
ads. Use this to your advantage. Pay for
ads to run only in the communities you
serve. In doing so, your competition and
spending will go down. Furthermore,
your ad content can really shine against
those huge national brands when it's
highly targeted. After all, you know your
community best. Your ads can really
speak to the folks you serve the way big
brands just can't.
2. Remarketing
Ever wonder why those kitchen cabinets you looked at suddenly are on sale
and have ads on all of your favorite
websites? The answer is remarketing.

Remarketing is a very powerful tool to
reach interested parties and get them
to take the next step to convert. In a
nutshell, it allows you to target your
Google or Bing PPC ads to individuals
who have visited a particular page or
pages or performed a specific action
on your website. That means you know
exactly how much they know and how
interested they are in that auto loan or
those mortgage rates. And when you
know that, you have a much better idea
of what they need next. It's classic lead
nurturing. The benefit is that the highly
targeted ads will start showing up for all
the websites that those folks are already
visiting. The more they see it, the more
likely they are to keep your offers top
of mind when they're ready to take the
next step. Or better yet, maybe your ad
will push them to actually do it!
3. Avoid the "Set It and Forget
It" Strategy
One of the worst things you can do with
PPC is set a campaign and not go back
to see how it did until it's over. One of
the great advantages of PPC - and most
digital marketing, for that matter - is
that you get real-time results. You should
see very quickly what keywords, messaging and targeting strategies are working
best and which need to be revisited. Be
sure you are consistently checking in on
your campaigns and adjusting for optimal performance. PPC providers such
as Google AdWords have some great
optimization tools to get you started.
Kirstin Orr is vice president of marketing
for NAFCU.
THE NAFCU JOURNAL MAY-JUNE 2017



Table of Contents for the Digital Edition of The NAFCU Journal May - June 2017

Our First 50 Years
Events Calendar
From the Chair
Inside NAFCU
The Digital Download
50 Ways to Grow Your Credit Union Professional and operational
Fields of Opportunity
2017 Annual Conference Exhibitor Directory
Getting to Know …
Management Insight
Compliance Central
Inside NAFCU Services
From the President’s Desk
The NAFCU Journal May - June 2017 - Cover1
The NAFCU Journal May - June 2017 - Cover2
The NAFCU Journal May - June 2017 - 1
The NAFCU Journal May - June 2017 - Our First 50 Years
The NAFCU Journal May - June 2017 - Events Calendar
The NAFCU Journal May - June 2017 - From the Chair
The NAFCU Journal May - June 2017 - 5
The NAFCU Journal May - June 2017 - Inside NAFCU
The NAFCU Journal May - June 2017 - 7
The NAFCU Journal May - June 2017 - 8
The NAFCU Journal May - June 2017 - 9
The NAFCU Journal May - June 2017 - 10
The NAFCU Journal May - June 2017 - 11
The NAFCU Journal May - June 2017 - 12
The NAFCU Journal May - June 2017 - 13
The NAFCU Journal May - June 2017 - The Digital Download
The NAFCU Journal May - June 2017 - 15
The NAFCU Journal May - June 2017 - 50 Ways to Grow Your Credit Union Professional and operational
The NAFCU Journal May - June 2017 - 17
The NAFCU Journal May - June 2017 - 18
The NAFCU Journal May - June 2017 - 19
The NAFCU Journal May - June 2017 - 20
The NAFCU Journal May - June 2017 - 21
The NAFCU Journal May - June 2017 - Fields of Opportunity
The NAFCU Journal May - June 2017 - 23
The NAFCU Journal May - June 2017 - 24
The NAFCU Journal May - June 2017 - 25
The NAFCU Journal May - June 2017 - 26
The NAFCU Journal May - June 2017 - 27
The NAFCU Journal May - June 2017 - 28
The NAFCU Journal May - June 2017 - 2017 Annual Conference Exhibitor Directory
The NAFCU Journal May - June 2017 - 30
The NAFCU Journal May - June 2017 - 31
The NAFCU Journal May - June 2017 - 32
The NAFCU Journal May - June 2017 - 33
The NAFCU Journal May - June 2017 - 34
The NAFCU Journal May - June 2017 - 35
The NAFCU Journal May - June 2017 - 36
The NAFCU Journal May - June 2017 - 37
The NAFCU Journal May - June 2017 - 38
The NAFCU Journal May - June 2017 - 39
The NAFCU Journal May - June 2017 - 40
The NAFCU Journal May - June 2017 - 41
The NAFCU Journal May - June 2017 - 42
The NAFCU Journal May - June 2017 - 43
The NAFCU Journal May - June 2017 - Getting to Know …
The NAFCU Journal May - June 2017 - 45
The NAFCU Journal May - June 2017 - Management Insight
The NAFCU Journal May - June 2017 - 47
The NAFCU Journal May - June 2017 - Compliance Central
The NAFCU Journal May - June 2017 - 49
The NAFCU Journal May - June 2017 - Inside NAFCU Services
The NAFCU Journal May - June 2017 - 51
The NAFCU Journal May - June 2017 - From the President’s Desk
The NAFCU Journal May - June 2017 - Cover3
The NAFCU Journal May - June 2017 - Cover4
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