How to Drive Traffic to Your Accounting Practice Website Using Paid Channels

How to drive paid traffic to your accounting website

In our previous post, we looked at ways to drive free traffic to your accounting practice website. This post will focus on paid channels.

Why Use Paid Channels?

  • It provides you immediate and consistent traffic.
  • It gives you the ability to easily test which of your campaign is effective.
  • You have the ability to show your ads to audience who have shown interest to your service.
  • Paid channels complement your marketing efforts. A well-designed website with good content is not enough, you need to have visitors to get more customers.

Here’s our 10 Ideas on how to use paid channels to drive traffic to your accounting practice website.

1. Add Facebook pixel to remarket and build audience through Facebook

A pixel code is a piece of code added on a website to track visitors. You can generate this code by going to Facebook Ads Manager.

Facebook Pixel

Next, copy the code within this box

Pixel Code

and paste the code at the bottom of the header section, just above the </head> tag. If you’re unfamiliar with this, you can have your developer do it for you.

Once your pixel is added to your website, you can start building an audience based on website visitors.

Create Custom Audience

2. Share all content and updates on Facebook, Instagram, Twitter & LinkedIn

You can promote your content on different Facebook pages, groups and paid ads. Don’t spend too much time on your Facebook page unless you’re planning on promoting your content.

3. Publish Articles on LinkedIn and promote them

One of the most effective techniques in establishing a good reputation for you and your brand is by publishing articles on LinkedIn.

Your published article on LinkedIn Pulse can then be promoted using paid ads on LinkedIn. If you’ve got content on your blog, you can share that on your LinkedIn company page.

4. Add Google remarketing code to your website so you have an option to remarket to people who have visited your site but have not converted

You can either use Google Tag Manager, Google Analytics or AdWords Tag for this. Here’s a video tutorial on how to set up set up remarketing tags.

Pro Tip: Don’t remarket to those who have filled a form or clicked a number to call on your website unless you want to market something different. You’ll want to exclude these audience because you want to move them further down the funnel.

5. Use your existing client database to find similar audiences in Facebook and Google.

You can create a Facebook look alike audience from your existing customer list, here’s how:

  • Click create Lookalike Audience within Facebook Ads Manager

Lookalike Audience

  • Click create new Custom Audiences

Lookalike Audience

  • Click customer file and either upload, copy and paste or import your contacts from Mailchimp.

Import Contacts for Lookalike Audience

6. Promote content to your specific audience on Facebook.

People often promote everything to everyone but it’s a very effective technique. To get better result, you should be more specific. Just promote a particular piece of content to a particular audience who you think will be interested in it.

7. Use video to get in front of relevant audiences on YouTube.

If you’ve got some great videos that you think will engage people, add it as a sponsored video on YouTube. You can do this within AdWords.

Here’s a 9-step process on how to advertise on YouTube.

8. Run Google search ads to target prospective customers.

Designing the perfect ad is not enough, you have to show it to the right customers. Quite often, people don’t realise how much flexibility they have for targeting search on AdWords.

You can target your audience based on:

  • Keywords or Search Terms
  • Location and language
  • The device they use
  • People who have visited your website

9. Run Google display ads to get in front of relevant and in-market audiences.

You can do this within the Google Display Network. This gives you the ability to target people who are in the market. This means audience who are actively considering hiring a service like accounting services or something related to it. Here’s how you can set it up:

  • Within AdWords, go to Display network and click targeting.

AdWords In Market

  • Click Interests & remarketing from the Add targeting dropdown option.

Run Google display ads to get in front of relevant and in-market audiences

  • Choose the right category for your business.

In Market Adwords Category 

10. Buy ad space on other relevant sites where your audience would be

This can be a local business chamber, small business sites, etc.

First, create a list of websites where you think your target audience are, then contact each of the site owners for ad placement.

Roselen Fernandez

Roselen is a HubSpot Certified Inbound Marketing Specialist at XEN, with a focus on SEO, research and website optimisation.

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