There are a great many homeowners in the US who are eligible for Home Affordable Refinance Program (HARP) refinancing, but many of them are not aware of that fact, and many more cannot be located because there is no comprehensive list of eligible homeowners. In order to conduct business with this huge segment of the home-owning population, those eligible candidates must first be identified and then contacted in some manner.
HARP Refinance Advertising seeks to find candidates for refinancing, but to be really effective it must incorporate several different approaches. Lenders and other businessmen wishing to stay ahead of the competition would be well advised to contract with a Pay-Per-Click (PPC) agency that understands the methods required to more effectively disseminate the message.
Working With a PPC Agency
Working with a PPC agency will allow you to take advantage of a great many advertising methods that are designed to more effectively reach a targeted group of people, for instance using Google’s Adwords system, which couples advertising with specific search terms to create targeted advertising rather than general campaigns that go largely unnoticed.
A PPC agency understands that the big benefit to linking Adwords with Google Analytics is the robust analysis of customer activity provided, and the agency will incorporate this technique into the service provided to you. Knowing the volume of traffic that is directly attributable to Adwords will help with future marketing strategies, and will help with improving a lender’s website and possibly even the ads themselves. One very useful benefit from doing this is that it can create re-marketing lists that can then be used to make your target audience even more specific.
Any client of a PPC agency can be established as a Google Partner, so as to maintain access to all Adwords product updates, which is often important knowledge to have, and can keep you abreast of industry research and any special training or events in the Adwords realm. This is an invaluable service, because as a Partner, your business or lending institution becomes eligible for listing in Google’s Partner Search and it identifies your business as one that follows good Google practices – in short, it’s like having an A rating with the online Better Business Bureau.
The Quality Score is the all-important number used to rank ads during presentation of a list when an Internet user is browsing for keywords that match your own search terms. While the exact nature of the Quality Score is proprietary among each of the major search engines, tips are provided by each in an effort to help users improve their ranking in lists. By working with a PPC agency that understands and utilizes this knowledge, your business can appear higher up in search results, making your business more visible to internet users.
PPC agencies understand ad rankings
Going hand-in-hand with improving your quality score on a given ad is the need to understand your ad ranking. The underlying driver component to ad ranking is the coupling of the quality of your ad text with the landing page provided, as measured against what the user is searching for. For instance in HARP Refinance Advertising, keywords like HARP, refinance, and mortgage would be appropriate. A really good PPC agency will work to ensure that the text of your advertising is of the best quality, and advise you on how to provide the optimum landing page for potential visitors. In total, a good agency can make a dramatic improvement in targeted traffic coming to your HARP Refinance advertising website.
