Using Google AdWords can help credit unions attract more customers, and reach people when they’re searching for financial services.
But credit unions need to define their goals and strategy before entering this arena, Ben Polk, a senior account executive with Google, told CUNA Marketing & Business Development Council Conference attendees Monday morning.
Google AdWords uses keywords and targeting to connect your ads with users and their searches, Polk explained. That’s why it’s important to use keywords that consumers use to find you.
“Think like a customer, be relevant, and do research,” Polk advised, offering these best practices:
“Start with your business goal and work down,” Polk said.
Mobile is the future of AdWords, he added. “Google is dealing with mobile in ‘micro moments,’” where search results target the person’s location.
Location is one of the most important variables when using AdWords, Polk said. That’s why users should:
“Make sure you’re at the top of search results," Polk said. "Otherwise, people might scroll right by you.”