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Search Marketing for Financial Service Brands in Canada

There are common threads between financial services and search marketing. They're both science and art; industries where deep data and perpetual optimization are used to drive performance, customer satisfaction, and profitability. DAC's talented "Geeks with Personality" understand how to work with those common qualities and transform them into lead-generating paid search campaigns that are not only granular and context-sensitive, but also span the spectrum from brand to hyper-local. In other words, this is where your search ends—and your next-level SEM engagement begins.

Could SEM be your best investment?

Our experience with financial services brands is deep and meaningful. We've not only learned how to pay off our student loans faster, get cheaper RV insurance, and invest our pennies wisely: we've also perfected the art of driving SEM performance for finance and insurance brands.
  • We regularly focus on location as a differentiator, but it simply isn't as prominent here as it is in other industries. Most searchers are primarily seeking relevant products as well as offers that apply in their location.
  • Comparison shopping rarely takes location into account, which means users are less likely to visit a physical location.
  • Security is a prime concern, so well-known brands often have an advantage: they are considered to be low-risk companies.
  • Simple forms and fast online quotes are the name of the game, so it's vital to remove any friction between search query and form completion.
  • Negative keywords play an important role due to the large number of queries that are simply too broad to be meaningful (i.e. "insurance").
  • It's smart to remarket to prospects during their consideration period, especially if you have budget constraints.
  • Financial services is subject to more mobile traffic than most other sectors, so it's critical to provide a seamless mobile experience.
  • Strategies should differ according to business hours: focus on driving phone calls and completed quotes when you're open, but completed quotes only when you're closed.

44%

Search first: 44% of Canadian banking customers say online search is important -- a figure that increases to 55% when looking specifically at millennials1

48%

On the up: Mobile searches for credit cards, mortgages, insurance, loans and other financial terms are growing 48% YoY2

58%

Small screen success: Finance searches -- and actual financial transactions -- are happening more on mobile, where conversion rates are 58% higher than on desktop3

10%

Industry leader: Websites for financial services convert leads at 10% — that's far higher than any other sector!4

1 Google Consumer Survey, April 21, 2014
2,3 Google, "Google Analytics Finance category data, May 2014–January 2015", January 2015
4 MarketingSherpa, "2012 Website Optimization Benchmark Report", October 2012

Make sure your money is working double time with paid search campaigns that put ROI first.

Isn't it time you joined the local revolution?

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1

79%

79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the kind of agency that jumps at opportunities to learn something new every single day. 

For an agency with the creativity and experience to make search marketing best practices work for your financial brand, look no further than DAC.

Over the last 46 years, DAC has grown from a regional print directory advertiser to a full-service digital performance agency. We started out small, but our focus on local and commitment to staying on the cutting edge of digital marketing innovation has brought us to where we are today. With offices across Canada, the US, and Europe, our “Geeks with Personality” spend their days working to connect brands with consumers.

THE KEY WORD BLOG Preaching to the conversion-minded

Let's talk!

We can help your business grow and thrive in digital—and it all starts with a friendly chat.