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Pay-Per-Click AdvertisingKeys to Pay-Per-Click Success for Lawyers              August 16, 2012
Quick Intro •   Mark Kelly •   Chair 10 Marketing, Inc. •   Pay-Per-Click and Search Engine Optimization •   7 Year-Old Ag...
Pay-Per-Click Basics
Pay-Per-Click Basics
PPC & Legal – Not Easy • Why?    – High Average Cost Per Click
Sample Average CPCs Across Industries     Search Phrase            Average   Search Phrase        Average                 ...
Legal PPC Key Success Factors
#1: Set Up Lead Tracking• Online Form Lead Tracking in Google Adwords
#1: Set Up Lead Tracking• Call Lead Tracking
#2: Turn Google Display Network Off Initially• Example of what NOT to let happen …
#3: High Enough PPC Ad Click Budget• Example of not having a high enough daily budget• Example: If you are paying $15 per ...
#4: Choose Keywords Wisely• Example:  – You are an immigration lawyer in Denver, CO  – What keyword search phrases should ...
#4: Choose Keywords Wisely•   Very little    chance of    generating a    lead from a    general search    like „lawyer‟• ...
#4: Choose Keywords Wisely•   Much higher    chance of    generating a    lead from a    specific    search like    „immig...
#5: Set Geo-Targeting Wisely•   Real example of company trying to sell a book (written in English)•   Strong indications o...
#5: Set Geo-Targeting Wisely• Target by City or Metro area
#5: Set Geo-Targeting Wisely• Target a radius around a map point
#5: Set Geo-Targeting Wisely• NEW - Target Zip Codes (not working well in our testing though)• NEW – Congressional Distric...
How To Select A Pay-Per-Click Firm•   Phone Meeting/Interview•   Evaluate the Plan They Present for Your Practice     – Do...
#6: Set Your Keyword Bids High Enough• PPC ad  positions      1                 2• Higher on  page =         3  more click...
#6: Set Your Keyword Bids High Enough• Example of bids set too low
#7 and #8: PPC Ad Text and Landing Pages• PPC ad text needs to follow best practices and attract the right  kind of ad cli...
#7 and #8: PPC Ad Text and Landing Pages• Keys to good PPC ad text   – Keep it simple and descriptive – people are looking...
•   Where is an ad    with „Denver    Divorce Lawyer‟    in headline?•   Ads with some    unique selling    point are in r...
#7 and #8: PPC Ad Text and Landing Pages• PPC Landing Page Best Practices   – Home pages rarely make good PPC landing page...
www.denverfamilies.com•   No clear    headline that    says „Denver    Divorce Lawyer‟•   Phone number is    above-the-fol...
www.anselmefellcattorneyand.com•   No clear headline    that says „Denver    Divorce Lawyer‟ –    hardly says Denver    at...
www.drfiles.com•   Clear headline    matches    cosmetic    dentistry ad for    Redmond•   Request    appointment    form ...
www.flooring-franchise.com•   Clear headline matches    flooring franchise    opportunity ad•   Request appointment    for...
www.chair10marketing.com   Mark Kelly, Presidentmark@chair10marketing.com    (206) 529-4310 x101          @chair10       @...
Appendix
Bonus Tip #9: Implement Local PPC Extensions• Local PPC Extensions - these are not hard to set up• They make you stand out...
Average CPCs Across Industries  From: http://searchengineland.com/q4-reports-search-advertising-growing-in-efficiency-107805
#4: Choose Keywords & Match Types Wisely• Use Broad Match + Negative Keywords to exclude searches  that are too general   ...
Avvo Webinar: Pay-Per-Click Advertising for Attorneys
Avvo Webinar: Pay-Per-Click Advertising for Attorneys
Avvo Webinar: Pay-Per-Click Advertising for Attorneys
Avvo Webinar: Pay-Per-Click Advertising for Attorneys
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Avvo Webinar: Pay-Per-Click Advertising for Attorneys

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Transcript of "Avvo Webinar: Pay-Per-Click Advertising for Attorneys"

  1. 1. Pay-Per-Click AdvertisingKeys to Pay-Per-Click Success for Lawyers August 16, 2012
  2. 2. Quick Intro • Mark Kelly • Chair 10 Marketing, Inc. • Pay-Per-Click and Search Engine Optimization • 7 Year-Old Agency
  3. 3. Pay-Per-Click Basics
  4. 4. Pay-Per-Click Basics
  5. 5. PPC & Legal – Not Easy • Why? – High Average Cost Per Click
  6. 6. Sample Average CPCs Across Industries Search Phrase Average Search Phrase Average CPC CPC lawyer $11.05 financial planner $10.47 personal injury lawyer $54.17 retirement planner $11.93 divorce lawyer $12.08 car insurance $37.99 criminal lawyer $27.07 life insurance $16.81 immigration lawyer $6.09 home insurance $10.36 bankruptcy lawyer $18.59 online degree $29.43 dentist $4.59 lasik surgery $12.07 cosmetic dentist $9.41 plastic surgeon $5.54 chiropractor $5.04 infertility doctor $5.29 house painters $6.32 accountant $4.78 mover $8.33 plumber $9.25 hardwood flooring $3.51
  7. 7. Legal PPC Key Success Factors
  8. 8. #1: Set Up Lead Tracking• Online Form Lead Tracking in Google Adwords
  9. 9. #1: Set Up Lead Tracking• Call Lead Tracking
  10. 10. #2: Turn Google Display Network Off Initially• Example of what NOT to let happen …
  11. 11. #3: High Enough PPC Ad Click Budget• Example of not having a high enough daily budget• Example: If you are paying $15 per click on average, a $30 daily budget will do you no good
  12. 12. #4: Choose Keywords Wisely• Example: – You are an immigration lawyer in Denver, CO – What keyword search phrases should you advertise against?
  13. 13. #4: Choose Keywords Wisely• Very little chance of generating a lead from a general search like „lawyer‟• Leave these phrases to the lead generators
  14. 14. #4: Choose Keywords Wisely• Much higher chance of generating a lead from a specific search like „immigration lawyer‟
  15. 15. #5: Set Geo-Targeting Wisely• Real example of company trying to sell a book (written in English)• Strong indications of click fraud in the data below
  16. 16. #5: Set Geo-Targeting Wisely• Target by City or Metro area
  17. 17. #5: Set Geo-Targeting Wisely• Target a radius around a map point
  18. 18. #5: Set Geo-Targeting Wisely• NEW - Target Zip Codes (not working well in our testing though)• NEW – Congressional Districts• Don‟t “set it and forget it” – frequently test different geo-targeting
  19. 19. How To Select A Pay-Per-Click Firm• Phone Meeting/Interview• Evaluate the Plan They Present for Your Practice – Do they provide you with cost estimates and expectations regarding lead flow?• Performance Tracking – Do they use call tracking? – Do they use form tracking? – Real-time lead notifications? – How often do they send you reports?• Get and Check References• Pricing – Is it transparent and straightforward? – Avoid long-term contract requirements – Avoid “percentage of spend” fee structures
  20. 20. #6: Set Your Keyword Bids High Enough• PPC ad positions 1 2• Higher on page = 3 more clicks 4 4 5 6 7 8
  21. 21. #6: Set Your Keyword Bids High Enough• Example of bids set too low
  22. 22. #7 and #8: PPC Ad Text and Landing Pages• PPC ad text needs to follow best practices and attract the right kind of ad clicks – Google‟s Ad Text Creation Guidelines: • http://support.google.com/adwords/bin/answer.py?hl=en&answer=1704392• Text ads and landing pages need to be consistent in their story/emphasis – If you promote a free consultation in your ad text, feature it on the landing page• Landing pages need to follow best practices for driving leads• Let‟s examine the search for a divorce lawyer in Denver, CO …
  23. 23. #7 and #8: PPC Ad Text and Landing Pages• Keys to good PPC ad text – Keep it simple and descriptive – people are looking for answers not cute taglines – Get the most important keyword(s) in the ad headline – Capitalize the words in your text ads – makes them stand out more Denver Divorce Lawyer www.samplefirm.com/divorce 20+ Years Experience, Top-Rated Free Initial Consultation - Call Today – Highlight what makes your firm unique – why should I click your ad? – Tell your clients what they can do when they get to your site (Call To Action) • Free Consultation, Call Us Now, Inquire Confidentially, Get Advice Now, etc. – Test at least 3 ads at a time per ad group
  24. 24. • Where is an ad with „Denver Divorce Lawyer‟ in headline?• Ads with some unique selling point are in red• Ads that give a Call To Action are in green
  25. 25. #7 and #8: PPC Ad Text and Landing Pages• PPC Landing Page Best Practices – Home pages rarely make good PPC landing pages – Page headline matches what was searched for – Call-to-action (phone number, free consultation, etc.) is above the fold of the page on typical “laptop screen” resolution • Guide people to take the action you want them to take – Why should they call you/contact you? • Bullet points proving your unique points • Personalize the page – tell about your firm, people, approach, beliefs, accomplishments – 3rd party confirmation • Client testimonials, industry certifications, ratings – you need to establish trust
  26. 26. www.denverfamilies.com• No clear headline that says „Denver Divorce Lawyer‟• Phone number is above-the-fold, but not in prominent location• No online contact form option• Why they are unique does not stand out• No 3rd party confirmation• Pictures of their attorneys personalize the landing page• Website has a professional look and feel
  27. 27. www.anselmefellcattorneyand.com• No clear headline that says „Denver Divorce Lawyer‟ – hardly says Denver at all• Coupons for a divorce attorney?• Big “No Image” placeholder• Clicking Visit Website goes to “Site Under Construction” message• Why they are unique does not stand out at all• No 3rd party confirmation• Establishes no connection or trust – totally impersonal• Phone number is above-the-fold and does stand out
  28. 28. www.drfiles.com• Clear headline matches cosmetic dentistry ad for Redmond• Request appointment form prominent• Phone number prominent & paired with a special offer• Quotes from happy patients• Tells why Dr. Files is unique• Could be more personalized with pictures of dentist or staff
  29. 29. www.flooring-franchise.com• Clear headline matches flooring franchise opportunity ad• Request appointment form prominent• Phone number prominent• Third party confirmation from Fox, Wall Street Journal, etc.• Tells why this opportunity deserves attention and action
  30. 30. www.chair10marketing.com Mark Kelly, Presidentmark@chair10marketing.com (206) 529-4310 x101 @chair10 @mkelly7777
  31. 31. Appendix
  32. 32. Bonus Tip #9: Implement Local PPC Extensions• Local PPC Extensions - these are not hard to set up• They make you stand out as a local firm
  33. 33. Average CPCs Across Industries From: http://searchengineland.com/q4-reports-search-advertising-growing-in-efficiency-107805
  34. 34. #4: Choose Keywords & Match Types Wisely• Use Broad Match + Negative Keywords to exclude searches that are too general – In our example, enter „lawyer‟ as a negative exact match phrase – More on Negative Keywords: • http://support.google.com/adwords/bin/topic.py?hl=en&topic=16390• Or, use Phrase Match to avoid searches that are too general – In our example, enter “immigration lawyer” as the phrase you want to advertise against – More on Phrase Match: • http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100
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