Convergent Wealth is an industry leader with over $14 billion in assets under advisement, providing clients with objective, holistic wealth management services.
Challenge:
Develop an SEM strategy to attract high wealth individuals and groups interested in wealth management to submit their contact information to Convergent Wealth via search engine marketing. Finance is generally considered to be the most expensive SEM vertical due to the competition of loan, mortgage and debt consolidation companies. One lead had the potential to generate millions in income for Convergent. So click volume was important, but quality of the click was also paramount.
Strategy:
Develop & manage SEM campaigns focusing on general “wealth and finance” keywords, as well as targeted campaigns for the primary regions of Washington D.C., New York and California.
A key part of the strategy involved tracking ‘engagement’ since most high-wealth individuals will engage deeply with the site, before becoming a lead. We wanted to track key pages on the Convergent site to help us qualify clicks, in addition to sheer lead volume. These pages included: White papers, Market, Investment, Team and Sign-up
CPA Goal: $70 per lead
5 leads per month*
*Each lead was potentially worth millions, so quality not quantity was the goal. Convergent wasn’t interested in lower wealth individuals, they were targeting a very specific high-net worth individual.
Process: By focusing on the following, we were able to generate traffic and attain a lead volume at a CPA of $70.
Leveraging personalities and news articles about the Convergent team – by immediate kw development and deployment within hours of story release.
Expanding keyword sets into the thousands to take advantage of the ‘long-tail’
Engagement tracking and analysis, to better quantify ad groups and campaigns- and serve as a loop mechanism to optimize campaigns.
We exceeded our goal of 5 leads a month, generating on avg 12 leads/month, by focusing on the key engagement pages and optimizing to best-performing kw sets – based on their engagement ratios.