Financial Advisor Ad Targeting Strategy

January 1, 2021

Financial Services

Key Takeaways

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Paid Channel Focus Allocation — Desktop Display: Since January of 2020, J.P. Morgan has spent $7M on asset management ads, with 99% of the asset management ads targeted towards financial professionals. Between March and June of 2020, J.P. Morgan ran three campaigns (for a total spend of $5.4M) targeted at financial advisers. Of this, 94% was focused on the desktop display ad channel. J.P. Morgan targeted the desktop versions of websites such as marketwatch.com, morningstar.com, and wsj.com (where they believe financial professionals/advisors are spending their time). The heavy concentration on display suggests that JP Morgan has found success in this channel. Though, it also presents an opportunity to test other channels where there is less competition.

Content & Messaging — Volatility, Stress Test, & Market Correction: Between March and June of 2020, J.P. Morgan spent $5.4M on advertising to financial professionals, which was 21 times higher than their average monthly financial professional-focused digital ad spend of $248K (over the past five years). The top three campaigns during this time focused on the following items:

Explore the other side of volatility: This campaign focused on the “reliability” of J.P. Morgan’s funds, even during volatile times, to draw in financial professionals. The landing page included the ability for financial professionals to download a PDF of the slides to “explain the opportunities” to their clients.
Stress test your portfolio: This campaign focused on spreading awareness around J.P. Morgan’s stress test tool. The tool is designed to help financial professionals “analyze the impact of historical periods of volatility or potential market events on client portfolios.”
Market correction action plan: This campaign focused on spreading awareness around their different solutions and resources for combatting market corrections.

Paid Search Tactic — Market Guide Focus: Since April of 2019, J.P. Morgan has spent an average of $156K a month on paid search ads for their asset management website. The top paid keywords mainly focused on variations of “jp morgan” and “market guide,” “fund”, or “ETF.” J.P. Morgan has built up their brand trust to the point where they are viewed as experts in the field. As such, financial professionals and other investors turn to J.P. Morgan for guidance surrounding the market, funds, and ETFs. J.P. Morgan’s perceived expertise is further solidified by the content and ads that they produce which position them as stable in times of uncertainty and volatility.

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J.P. Morgan maintains a separate subdomain (am.jpmorgan.com) for its Asset Management services which targets different investor types.

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From January of 2020 to February of 2021, J.P. Morgan spent $7M on asset management ads, which represents 7% of their total digital spend.

Digital Ad spend — Spend is a directional approximation and does not include retargeting, or behavioural targeting.

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99% of the asset management ads were targeted towards financial professionals and linked to a specific section on the am.jpmorgan.com domain.

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Between March – June 2020, J.P. Morgan spent $5.4M on advertising to financial professionals.

Ad Spend — Spend is a directional approximation and does not include retargeting, or behavioural targeting.

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This ad spend spike was 21 times higher than J.P. Morgan’s average monthly financial professional-focused digital ad spend of $248K over the past five years.

Ad spend on FPs — Spend is a directional approximation and does not include retargeting, or behavioural targeting.

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There were three campaigns J.P. Morgan ran between March – June 2020 which amounted to a collective $3.8M in ad spend.

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March – June 2020 top ads: Explore the other side of volatility

Total spend from March to June 2020: $2.2M

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J.P. Morgan focused on the “reliability” of their funds (even during volatile times) on the landing page to draw in financial professionals.

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March – June 2020 top ads: Stress test your portfolio

Total spend from March to June 2020: $865K

Stress your portolio — Click to view
Spend is a directional approximation and does not include retargeting, or behavioural targeting.

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J.P. Morgan focused on the ability to quickly analyze the impact of volatility on the landing page and provided a quick link to their tool.

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The stress test tool gives financial professionals the ability to customize their tests and also includes the ability to unlock advanced features through the collection of an email address (which can be used for marketing purposes later on).