Marketing the 2022 US Tax Season

Kinga Gawron
Pile of cash and a tax return form

In this world, nothing can be said to be certain, except death and taxes… and profits from tax-season affiliate campaigns as Benjamin Franklin would surely say, had he been a super affiliate. Only you don’t need to be a super affiliate to make money at this time of the year. With the 2022 US tax season in full swing, there’s no better time to hit it big.

Here’s how to maximize your profits running 2022 tax season ad campaigns. Read on and scale up!

What’s the US Tax Season? What’s the IRS?

The 2022 US Tax season begins on January 24 and goes till April 18. During this time, the IRS (Internal Revenue Service) accepts tax returns from US citizens. Although normally tax-payers have almost twelve weeks to submit their statements (limited to only 9 weeks this year), the tax season’s peak occurs right before the deadline. As for chronic procrastinators, those who want to file for an extension with the IRS must do so before the deadline, that is April 18th, or face the consequences. Sounds serious enough? Luckily for any affiliate advertisers out there — it does. 


Filing tax forms and dealing with tax calculations wreaks havoc amongst millions of people, every year, with zero chances for escaping it. Even an honest mistake can get you in real trouble with the government and nobody wants to mess with the IRS. So, unless you’re really into finances and calculations, filing tax returns requires assistance.

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How can affiliates make money on the US Tax Season 2022?

To aid all those in need, there are services that guide tax-payers through the process and help them get past the tax season as stress-free as possible. With the whole of the US turning to such companies all at once, just imagine the demand. Yes, it’s hitting through the roof. Firms like H&R Block, TurboTax, Credit Karma Tax, and many others are having momentum. And the best part is — so can you.

Tax key dates Infographic deadline 4/18

This is because most of the US tax-filing services offer affiliate programs. Promoting their offers, especially at this time of the year, comes with an almost sure-fire surge of traffic and target audience interest. Here’s how to get your share of the tax season profits.

Affiliate Offers for the US Tax Season ad campaigns

From the affiliate marketer’s point of view, running tax-season-related offers falls under the finance vertical. Bur finance is not the only vertical worth exploring right now as lead generation campaigns and software downloads tend to spike during the tax season, too. This is because all three verticals relate to 2022 tax-filing trends — people choose to calculate what’s due either via software or online. 

As mentioned before, advertisers can get their tax-season offers straight from the tax-firm programs. See examples below:

Another option would be to search through affiliate networks. Since such networks aggregate various offers from a wide range of verticals, there’s a chance of getting tax-season-related offers, too. See examples below, and if interested head to the page for details.

Targeting the US Tax Season ad campaigns 

A week prior to the beginning of the season, TurboTax had already pushed its advertising efforts quite up the ladder, placing itself as the number 4 leading TV advertiser in the US.

But that’s not all. According to Statista, TurboTax spent more than $90 million on TV advertising alone, with H&R Block coming next with more than $80 million spent. 

With tax-filing services spending vast amounts of money for all kinds of advertising — from TV commercials to digital advertising — the US citizens are under the radar. So if you’re wondering how to target US tax-season ad campaigns so that your ads convert, then people, timing, and place are everything. 

US Tax Season Target Audience

With tax-filing services battling one another in a short yet intense fight for customers, an overview of collected data may be helpful in identifying the right target audience for your affiliate ad campaigns. 

Expotential Tax InfographicInfographic Source

Although demographics and interests can’t be targeted by traffic sources automatically, advertisers can still use this knowledge to adjust their campaigns. This refers to:

  • Ad copy and creatives
  • Device types, browsers, IOs, etc.
  • Day-parting
  • Frequency filtering

Calculations, estimations, and predictions are what this business is often based on. That’s why careful filter selection to match your audience’s profile and likings may be the key to the success of your campaign.

Especially with detailed year-by-year data waiting just a few clicks away. 

US Tax Season Advertising Timing

Why a short yet intense battle, though? Well, for one thing, the tax season doesn’t last that long. Let us remind you this year’s tax season started on Monday, 24 January, and will last till Wednesday, 18 April 2022. Less than a dozen weeks during which US citizens need to file their tax statements — not much time if you think of millions of people this actually involves.

According to Forbes, although there’s not much time, people in the US don’t seem to be in a rush… yet. Numbers clearly show that the closer the deadline is, the bigger the interest and number of statements flowing in. 

This means there’s still enough time for affiliate advertisers to:

  1. Find tax-related offers.
  2. Prepare ad copy and creatives.
  3. Plan the targeting strategy.
  4. Test and optimize tax season ad campaigns.
  5. Scale up to make a profit running tax season ad campaigns.

See how the Google search trends spike around the tax season key dates, do your research, and launch US tax season ad campaigns.

Free tax filing 2021

US Tax Season Location Targeting

The nature of such campaigns does limit the location-based targeting to the US alone. The same case scenario (only properly adjusted) can be used for Canada, the UK, Australia… or any other country in the world. Regardless of the geographical location, the taxation system can really make one’s head spin and thus requires a substantial dose of assistance. Given the current circumstances and the digitalization of almost anything (thanks, covid-19), that often means online tax assistance. 

Yet, getting more granular and running campaigns targeted at specific regions may also be a way to go when speaking of the US alone. Data delivered by the IRS itself can help figure out where the tax season’s peak has already happened and where it’s still to come — in such a case focusing on these areas means higher chances for profit.

Read the guide to
Zeropark Search Marketplace ads here!

US Tax Season advertising ideas 

That dreaded day when Uncle Sam comes to collect the tax money, or rather when people need to deliver it themselves, is coming soon. Since adjusting your ads to match the occasion is an evergreen piece of advice, here are some ideas for the US tax season ad campaigns.

1. Numbers don’t lie!

The tax season deadline is on Thursday, 18 April. The tax form number is 1040. Use and combine numbers 4, 18, 1040 into your ads as the US audience will instantly connect these with the tax season. They can be used in your ad copy, headlines, images, example promo codes, percentage of discounts, etc. 

2. Keep the ad copy both short and relevant!

Use the exact USP of a tax service (Unique Selling Proposition), e.g.:

  • $0 filing/ $0 cost
  • Simple federal filing for free
  • Get your biggest possible refund fast
  • File your tax return for free!
  • Click here for $0 cost tax-returns
  • Give Uncle Sam what’s his — but not a $ more!

If using pre-landers: 

  • Make them look like a tax-service homepage. 
  • Allow users to find more details about tax-services offers like pricing, plans, deadlines.
  • Help people navigate and understand what they’re actually looking at. 
  • Use phrases that immediately capture the customer’s attention.
  • And convey exactly how the service can help them.

3. Let users see that CTA button!

Contrasting and eye-catching CTAs highlight the primary USP of the product and encourage users to take action, for example:

  • Save Up Here
  • Get Started
  • File free
  • Find out more

4. Credibility, baby!

Assure users your offer is not a scam and by purchasing the tax services they also buy a guarantee of accuracy — remember that’s the primary reason why they’re not filing the statements by themselves!

Ad formats for the US Tax Season ad campaigns

Using pop and domain redirect traffic for your tax-season campaigns is always a good idea. Both ad formats are cheap, nearly effortless to run, and enable keyword targeting — especially useful if targeting precise products/services. 

Find out more about the best
domain redirect traffic tips and tricks.

domain redirect adsLearn how to run keyword campaigns that convert

pop ads

Push traffic, though, can work great too thanks to its non-intrusive and direct format. Ads delivered straight to users’ phones are fast, easy to engage with, and simply liked by users. It may not be as cheap as pop or domain redirect traffic but it gets you higher user engagement leading to more conversions.

Read the ultimate guide to push advertising here.

ad formats push

The truth is there isn’t one uniquely the best ad format for promoting tax season offer with finance vertical for the US market — it all depends on your budget, experience, research, campaign testing, and optimization. 

What we can tell for sure though is that pop and domain ads are a safe bet and they’re not very demanding. Push traffic, on the other hand, has proven to work well for season-bound hypes, just like the tax-season advertising — though it may require a bit bigger budget. If your budget isn’t that big yet, or you simply don’t feel like trying this many traffic types for each offer you run, it’s reasonable to run push traffic for mobile-oriented offers and choose pop ads and/or domain traffic for desktop.

Zeropark Traffic Insights for the US Tax Season ad campaigns 

Since we mentioned that keyword targeting may do the trick with tax season ad campaigns, here’s a not-so-short example whitelist with relevant keywords and suggested bids for a domain redirect traffic source for the US market.

Mind that the below keywords are a collection of:

  • one week data only 
  • for one particular source
  • just for domain traffic
  • exclusively for the US market

This means that there are plenty of other sources and targets for the US market for domain redirect traffic, as well as for pop and/or push traffic. The below list should help you identify the tax-season-related keywords and help you choose the best setup for your campaigns — whether you’re promoting TurboTax, H&R Block, TaxAct, or any other tax company.

NOTE: Remember that when using the H&R Block keyword, it should be inserted without an ampersand. Instead of submitting H&R Block, use hrblock or hr block.

You can always check the GEOs, sources, or keywords performance as well as suggested average bids by heading to the Traffic Calculator tool. Mind the bids presented below or in the system tool are average estimations. This means they should still be adjusted and optimized for the most optimal setup and successful performance of your campaigns.

↓ Example Keywords Here ↓

turbotax $1.358
irs tax,tax return,tax form $0.476
tax form,tax return,tax filing $0.333
tax service,tax return $0.237
tax refund $0.300
hrblock,software,tax software $1.220
tax $0.199
taxpayer $1.128
labcorp,tax lawyers $0.187
tax collector $0.274
efile taxes $0.412
turbotax,tax preparation,tax services,tax return $1.431
tax refund,tax filing $0.245
tax filing,tax service $0.130
tax form,tax preparation $0.287
hrblock,tax refund,tax filing $2.074
tax return $0.196
e filing,tax return $1.009
turbotax,tax return,tax filing,tax services $0.436
file state taxes $0.140
tax refund,irs refund $0.161
tax payment $0.288
taxact,tax refund,tax filing $0.594
tax preparation,tax return $0.223
mytaxcollector $0.057
tax form,tax return,tax refund $0.153
hrblock,tax preparation,tax services,tax return $3.797
tax preparation $0.152
direct tax free $0.077
tax return,tax service $0.329
irs tax return $0.294
hrblock,tax return,tax filing,tax services $0.788
tax revenue data $0.098
irs,tax refund $0.165
real estate,tax $0.162
dallas county tax $0.466
liberty tax $0.985
tax return,tax services $0.270
jackson hewitt,tax preparation,tax return $0.378
liberty tax,tax refund,tax filing $0.930
taxslayer,tax preparation $1.202
carrefourtax refund,irs refund $0.221
tax division $0.159
tax payment system $0.373
tax assessor $0.332
tax software $0.279
taxact,tax return,tax filing,tax services $0.615
irs,tax filing $0.278
turbotaxtax service,tax return $1.172
etax $0.243
eztaxreturn $0.603
income tax online returns $0.058
sumpter tax collector $0.489
tax refund,tax filing,tax filing software $0.190
turbotax,tax refund,tax preparation software $1.189
tax department $0.163
tax package support $0.171
tax service $0.160
turbo tax business software $0.059
turbotax,tax return,tax filing $0.575
irs,tax return,tax filing $0.557
property tax $0.200
tax filing $1.150
nbr tax calculator bc $0.305
comal county tax office $0.197
tax return,tax refund $0.216
tax free $0.133
county record,real estate records,tax record $0.188
hp,tax planning $0.036
tax audit $0.263
tax free uk $0.417
tax services $0.247
tax statements $0.313
glacier tax $0.168
instant tax $0.079
maryland taxes $0.143
tax forms $0.252
www free taxes $1.662
maryland land taxes $0.202
miami dade-county-taxes $0.163
tax freedom act $0.042
taxact $0.630
taxact returning user $0.023
taxes $0.052
turbotax,tax return,tax services $1.289
nj taxation $0.013
tax colorado $0.004
additional tax $0.021
american funds tax forms $0.004
ez tax,tax refund $0.258
national tax experts $0.141
tax preparation,tax calulation,tax service $0.004

 ↓  Watch the Keyword Campaign Tutorial for
step-by-step instructions on
how to set your campaigns in Zeropark  ↓

Maximize Your Profits Running Tax Season Ad Campaigns Before The Deadline on 4/18!

Head to Zeropark Now!

Kinga Gawron

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