Exhibit A
Financial Advisors work in Des Moines
Des Moines has a dense cluster of financial advisory firms. The big names sit downtown and in West Des Moines, and a long tail of independent practices and insurance licensed advisors works across the metro. Search demand follows the money in the metro: retirement planning, rollovers, tax planning and college savings queries come from households in the western suburbs and from business owners around the industrial and insurance employers. Paid search in this category is expensive because a single client relationship is worth a lot, so firms bid hard on terms like fiduciary and retirement planner. Franchise practices and owner operators both compete for the same searches, and the owner operators are the ones who benefit most from organic pages that keep working after the ad budget stops.
