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Advisor Websites™ is a global leader in website software for the financial and insurance industries. Google Adwords is the online software platform developed by Google to handle their PPC (pay-per-click) advertising. The first thing to consider with online advertising is the ROI (Return on Investment), that is to say, when you put $10 into advertising, you should at the very least make $10 back, otherwise you may as well stay at home. The second main principle to consider is that Google likes efficient advertisers, and have developed a reward system based around a principle known as “Quality Score”.
You don’t get a Quality Score overnight, so the best strategy is often to start of with some extra budget that will allow you to push your ads up in the search results. Adwords accounts are structured in several layers, and once you are logged in, which level you are looking at will be indicated in the top left corner of the screen. The top layers within the account are called ‘Campaigns’, which focus around a broad set of keywords and phrases, which are grouped together at a lower level in Ad Groups. Within each campaign you can create and manage individual ‘Ad Groups’, which are very specific lists of closely related keywords and phrases (ie Rogers football).
Ad Groups automatically adopt the ‘Settings’ from its parent Campaign, but can be edited independently under the ‘Settings’ tab once that Ad Group is selected.
The ‘Keywords’ tab is within an Ad Group, and is where you add and edit the keywords and phrases. Broad Match: Rogers SportsAds will appear in any search with the words “Rogers” and “Sports” in any order with words before, after or in between. Normally you should create three to five Ads with variations in both (i) content of the Ad and (ii) the Destination URL.
To monitor the performance of your Campaigns, Ad Groups, Keywords and Ads, you first need to select a given time frame, which can be done in the top right hand corner of the screen. Depending on which level you are looking at, you will be presented with a series of columns that each give a specific piece of information. The lower the Cost per Click is set, the lower your Ad will appear in search results, and if this is outside of the top 8 results, it will significantly reduce the amount of impressions or times your ad is shown.
You should aim to be in position 1 to 8, as this means your Ad will show on the first page of results.
This is the most important factor in looking at your Return on Investment (ROI), the most important KPI of any website. Loic is the Sales and Marketing Director at Advisor Websites where he is responsible for continuous refinement, testing, and execution of the company’s go to market strategy. Great post Loic, this gives really good clear advice on winning with Adwords for those in the financial services industry!
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Until recently, many advertisers viewed Google AdWords and Facebook Ads in an adversarial way. Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense. In this guide, we’ll examine what sets Google AdWords and Facebook Ads apart, how the two ad platforms work, and why you should consider using both as part of your wider digital marketing strategy. Before we look at the various strengths and features of Google AdWords and Facebook Ads, it’s crucial to understand the primary difference between the two ad platforms. Facebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social networks.
Although advertising on Facebook can be thought of as similar to AdWords, in that advertisers using both platforms are essentially promoting their business via the Internet, this is where the similarities end. When it comes to the primary difference between Google AdWords and Facebook Ads, you can think of it this way: AdWords helps you find new customers, while Facebook helps new customers find you. Now that we’ve covered the elementary difference between Google AdWords and Facebook Ads (or paid search and paid social), let’s examine the strengths of each platform and how these online marketing tools can be leveraged effectively.
As the world’s most popular and widely used search engine, Google is considered the de facto leader in online advertising. Google’s advertising offerings are split across two primary networks – the Search network, and the Display network.
The Google Display Network, which offers advertisers more visual ads such as banners, spans approximately 98% of the World Wide Web, making it a great choice for advertisers who want to accomplish marketing goals that aren’t necessarily as conversion-driven as those of PPC ads, such as raising brand awareness. One of the main advantages of using Google as an advertising platform is its immense reach.
One of the biggest misconceptions among those new to PPC is that whomever has the largest advertising budget somehow automatically “wins” at Google ads. The more relevant an ad is to the user, the better the experience that user is likely to have – and, therefore, the more likely they are to continue using Google as their go-to search engine. Certain keywords may cost more than others – such as those in the financial industry, which are traditionally among the most expensive of any professional sector – but how much advertisers have to bid will depend largely on the quality and relevance of their advertisements.


To learn more about relevance and Quality Score, Google’s system of evaluating ad quality, as well as an overview of how Google AdWords works, check out our free learning resources at PPC University. When AdWords first launched in 2000 (with a grand total of just 350 advertisers), the text-based ads that Google served alongside its search results were rudimentary, to say the least – but they did contain many of the same elements that can be seen in today’s ads. Although PPC ads in AdWords remain text-based, advertisers can take advantage of an incredible number of features to make their ads more compelling and enticing to prospective customers. No matter what you sell or to whom, the chances are good that there’s an ad format or feature that will make your goods or services more appealing to your target market. Compared to Google AdWords, Facebook Ads (as we know it today) is the scrappy newcomer, but in fact, Facebook has been refining and improving its advertising solution for several years. One of the most powerful applications of this functionality is the ability for advertisers to create what are known as “lookalike audiences.” Advertisers can upload customer information from their own databases to Facebook, which then applies filtering based on its own data and information provided by third-party data brokers to match users whose information the advertiser uploads. Many newcomers to paid social ask the same question, namely “Does Facebook advertising work?” By now, the answer should be clear – yes it does, and remarkably well. Unlike their comparatively dry, text-based PPC cousins, Facebook ads are powerfully visual. Just as Google is constantly experimenting with the formatting of its text-based PPC ads, Facebook constantly evaluates how it can offer advertisers a superior marketing platform and users a satisfying, rewarding online experience.
Businesses and marketers experimenting with Facebook Ads are often impressed by the granularity of its targeting options, as well as the tools they have at their disposal for creating beautiful, engaging ads. Although the budget of a Facebook advertising campaign will vary widely depending on a range of factors, such as scope, messaging, and overall campaign objectives, Facebook Ads are remarkably affordable, especially when considering their potential impact and the granularity with which advertisers can target their ideal audiences.
Both Google AdWords and Facebook Ads are incredibly powerful advertising platforms that cater to virtually every type of business. Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy.
To learn more about how to maximize the impact of your Google AdWords and Facebook Ads campaigns, check out the free lessons at WordStream’s PPC University. Our software and services help businesses and agencies take the guesswork out of pay-per-click advertising so you get more from your marketing budget. Our award-winning web-based platform is used by professionals including Financial Advisors, Registered Investment Advisors (RIA), Certified Financial Planners (CFP), Insurance Agents and Brokers to create and manage compliant and user-friendly websites.
Campaigns can be managed from a central interface which distributes advertising on the Google Search Engine, Partner Search (other websites with a Google search function), and the Google Content Network, which are websites that host Google Ads on their site. That is to say if you write targeted adverts for your product, bid high enough to get your ads on the first page of the search results, and focus very specifically on advertising only to the people that may want to buy your product, Google will reward you by giving you a higher Quality Score. Then as people start clicking on your ads, your quality score will go up, and after a while you can start carefully reducing your spend, and start removing the ads that don’t perform well. If your account is structured correctly, it allows you to manage your adverts and keywords in a simple, quick and effective way.
Campaigns can be divided up in different ways, but are usually centered on a specific detail of the product, (i.e. This feature is especially useful for fine-tuning budgets and Ad Group performance, once the campaign is up and running. After a significant amount of traffic has responded, you can then check the performance of the Ads and pause those that are performing least well. However a high CPC will burn up your budget quickly and increase the total Cost, and Cost per Acquisition, so the trick is to try and set the CPC at the correct level.
To get this at its optimum, it will mean editing the CPC at ‘Keyword’ level to ensure they are at position 8 or under. Some websites will set a range of different conversion points; you would use Google Analytics to monitor and analyze multiple conversion points. If a sale is worth $10 to your business, your cost per conversion should never be higher, as this means you are losing money to make a sale, which makes no sense. A common belief is that 1% is should the target conversion rate for any website, but in effect this can vary greatly depending on the website, and the ‘involvement’ level of the product. We strongly encourage you to verify any content and information you use with your own compliance department or legal counsel. This includes optimizing the company’s sales approach (direct sales, partner based, web-based, etc.) and its implementation. The two companies’ long-standing rivalry, often dramatized by technology media outlets, was taken as irrefutable evidence that the two platforms were in direct competition with one another, and that it was necessary for businesses of all sizes to make a difficult decision about which platform was right for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising. Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend.
AdWords is so widely used, it has become synonymous with the term “paid search.” The two terms are used interchangeably, even though other platforms such as Bing Ads work in a similar way.
Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries.
With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many business’ digital advertising strategies. Unlike paid search, which helps businesses find new customers via keywords, paid social helps users find businesses based on the things they’re interested in and the ways in which they behave online. Fielding more than 3.5 billion search queries every single day, Google offers advertisers access to an unprecedented and unequaled potential audience of users who are actively looking for goods and services.
The Search network encompasses the entirety of the Google as a search engine, and advertisers can bid on millions of keywords and phrases to target prospective customers.


Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. This vast potential source of prospective customers alone makes Google an excellent addition to your digital marketing strategy, but when combined with Google’s increasingly accurate search results, it’s easy to see why AdWords is the most popular and widely used PPC platform in the world. Fortunately, nothing could be farther from the truth, as AdWords focuses primarily on the quality and relevance of ads, not how much advertisers spend.
Some metrics are more important to Google in its evaluation of quality and relevance than others, such as click-through rate, which is considered a reliable indication of an ad’s overall quality and appeal. Ad extensions, sitelinks, social proofing such as user reviews, location targeting, Shopping ads, and a host of other features are available to advertisers, offering an unparalleled level of customization and control to advertisers. Google is continually implementing new ad formats and features, further empowering advertisers to reach new audiences and drive new business. Today, Facebook Ads is a pioneer in the sphere of paid social, and has become a central part of many business’ digital marketing strategies. With more than 1.55 BILLION monthly active users – more than one-fifth of the entire world’s population, and that’s not counting inactive or infrequently used accounts – Facebook has no rival when it comes to the enormity of its audience. From meeting and marrying partners to the birth of children or the celebration of new career moves, Facebook’s users share the joys and accomplishments of life’s milestones with their friends and networks every single day. This creates the “lookalike” audience of users, allowing advertisers to effectively double the potential reach of their advertisements by targeting new customers who exhibit the same interests and consumer behavior as their existing customers. However, rather than view Facebook as the world’s largest potential billboard, advertisers should consider Facebook as a way to get closer to their ideal customers than they ever thought possible.
The very best Facebook ads blend in seamlessly with the videos, images, and other visual content in users’ News Feeds, and this enables advertisers to leverage not only the strongly persuasive qualities of visual ads, but to do so in a way that conveys the aspirational messaging that makes high-quality ads so compelling. In the past, Facebook mandated that ads on its platform featured text that occupied no more than 20% of the total advertising area, a restriction it has since relaxed. However, one element of Facebook Ads that consistently takes newcomers by surprise is the potential return on investment that Facebook advertising offers, and how far savvy advertisers can stretch a limited ad budget on the platform.
This highly competitive pricing makes Facebook Ads a very attractive proposition to small businesses and companies with limited resources – not just big brands with vast marketing budgets. When evaluating each solution’s strengths and potential applications, it’s also apparent that the two platforms should be viewed in a complementary, rather than adversarial, way. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform.
Divided into three distinct tracks beginner, intermediate, and advanced users, PPC U has everything you need to master paid search and paid social, and to help even the most modest advertising budget work harder and smarter. This is a topic that needs to be addressed and answered and is causing pain for your target market. Clearly lots of other people will be bidding on these popular keywords or phrases, which mean it will be dramatically more expensive. Being at the top is very expensive, and there is evidence to show that in most cases, the most effective position is 3-5, again a case of balancing different factors. If the keywords in an Ad Group have all similar level of keyword competition, then you should edit the Max CPC at Ad Group level. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimization is a complex topic, and beyond the scope of this guide, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google. As Google becomes increasingly sophisticated – in part to its growing reliance on its proprietary artificial intelligence and machine learning technology, RankBrain – this amazing search volume is likely to increase, along with the potential for advertisers to reach new customers. This is why smart advertisers with relevant, optimized, high-quality ads rarely have to bid as highly as advertisers with poorer ads. Google has even introduced ad formats tailored to the unique needs of specific types of businesses, such as vehicle manufacturers and hotels, which go far beyond the typical text-based ad experience and incorporate rich visual elements such as high-resolution images and interactive map data.
However, rather than exposing advertisers and their messaging to this vast audience, the true strength of Facebook’s immense audience lies in the potential granularity with which advertisers can target Facebook’s users.
They also search for and consume content that aligns with a huge range of personal interests, beliefs, ideologies, and values, presenting advertisers with a unique opportunity to tailor advertising messaging to target audiences in ways previously considered impossible, or even unimaginable. However, despite this considerable change to its advertising governance, Facebook remains an inherently visual platform – a major selling point to many advertisers. Combined with the remarkable potential returns offered by the platform, Facebook Ads is one of the best-value online advertising solutions available today.
Some people insist on comparing Facebook Ads to the Google Display Network, and while the two platforms share some similarities (as detailed in this comprehensive Facebook vs.
Although marketing messaging can – and arguably should – remain consistent across both Google AdWords and Facebook Ads, it’s vital to understand how best to use each platform for maximum ROI and greater business growth. The trick is to be as specific a closely ‘matched as you can’ which again, will also affect your Quality Score. However, if you notice that one or two keywords within an Ad Group are dropping out of the top 8, you can edit the Max CPC for those keywords on and individual level, and improve the position in the search results for those keywords. Google Display Network infographic), the ways in which the two platforms have evolved independently of one another shows that AdWords and Facebook should be used in concert, not in opposition.



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