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Search Marketing for Financial Services Brands in the UK

Financial services and search marketing have at least one thing in common: they both turn the science of managing and optimizing data into an art. While UK finance brands are experts at taking their customer’s unique needs, lifestyle, and income into account to help them manage their money effectively, DAC’s search marketing specialists use that same information to create lead-generating paid search campaigns that are context-sensitive and locally relevant. That means when it comes to PPC marketing, going granular is never a bad investment.

Can PPC boost your stock?

To say we have some experience with financial services brands would be an understatement. We've learned everything from how to pay off debt faster to where to get cheaper auto insurance and how to invest our pennies wisely. We've also perfected the art of building PPC campaigns that drive performance for finance and insurance brands. 
  • Location is always one of our main interests, but in the financial service industry we shift our focus to relevant products and offers to appeal to a wide range of searchers in a particular area.
  • Location is rarely a factor during comparison shopping and that means users are less likely to visit a physical address.
  • Negative keywords play an important role due to the large number of queries that are simply too broad to return meaningful results (i.e. "insurance").
  • Since security is a prime concern, it’s an advantage to be a well-known brand because it means you’re considered less of a risk.
  • Simple forms and fast online quotes are an easy way to engage potential customers online, so it's vital to remove any barriers between search query and form completion.
  • Remarketing to prospects during their consideration period should be a priority, especially if you have budget constraints.
  • Providing a seamless mobile experience is essential since financial services are subject to more mobile traffic than most other sectors.
  • Strategies should differ based on business hours: when you’re open, focus on driving phone calls and completed quotes, but completed quotes only when you're closed.

32.6mn

A mobile world: The number of mobile banking users in the UK is projected to rise to 32.6 million by 20201

48%

Searching on the go: Mobile searches for financial terms like credit cards, mortgage, insurance and loans are growing 48% YoY2

58%

Mobile dominance: Conversion rates from finance searches are 58% higher on mobile than on desktop3

10%

Runaway hit: Websites for financial services convert leads at 10%—much higher than any other sector!4

1 Centre for Economics and Business Research, “Future trends in UK banking”, 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.

Be a part of 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 type of agency that makes a conscious effort to learn something new every 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.