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Avvo Webinar: Search Engine Marketing Q&A with Mark Kelly
 

Avvo Webinar: Search Engine Marketing Q&A with Mark Kelly

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    Avvo Webinar: Search Engine Marketing Q&A with Mark Kelly Avvo Webinar: Search Engine Marketing Q&A with Mark Kelly Presentation Transcript

    • Search Engine Marketing Q & A Session February 27th, 2014
    • Introduction • Mark Kelly, President & CEO, Chair 10 Marketing – – – – SEM & SEO Agency Serve Clients Across the United States and Canada Special Emphasis on Internet marketing for attorneys 9 year-old agency © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 2
    • What is SEM (Search Engine Marketing)? © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 3
    • What is SEM? © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 4
    • Is SEM Right for Your Practice? © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 5
    • Is SEM Right for Your Practice? • It depends on … – – – – Your Practice Area(s) Your Budget Available for SEM The Status of Your Website Your Ability to Track SEM Results © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 6
    • Do you have enough marketing budget? • Every ad click costs the advertiser (that‟s you) money • A Daily Ad Click Budget has to be set © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 7
    • $10 Average Cost Per Click Example SEM Monthly Budget Estimate • Average CPC (Cost Per Click) = $10 • Daily Ad Click Budget: $50 • $50 x 30 days = $1,500 Monthly Ad Click Budget Estimated Cost Per Lead • $1,500 Spent Divided By $10 Per Click = 150 Website Visitors Per Month • 15% Ad Click to Lead Conversion Rate • 150 Visitors x 15% Conversion Rate = 22.5 new leads per month • $1,500 Spent Divided By 22 Leads = $68 per lead © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 8
    • $5 Average Cost Per Click Example SEM Monthly Budget Estimate • Average CPC (Cost Per Click) = $5 • Daily Ad Click Budget: $25 • $25 x 30 days = $750 Monthly Ad Click Budget Estimated Cost Per Lead • $750 Spent Divided By $5 Per Click = 150 Website Visitors Per Month • 15% Ad Click to Lead Conversion Rate • 150 Visitors x 15% Conversion Rate = 22.5 new leads per month • $750 Spent Divided By 22 Leads = $34 per lead © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 9
    • Is Your Website Ready for SEM? • Your Website needs to be ready to convert SEM ad clickers to leads • First impressions are key • Establish trust, make it clear how to contact you © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 10
    • Poor Site Example for SEM Ad Clicks • • • • • • • No clear headline that says „Denver Divorce Lawyer‟ Phone number is above-thefold, but not in prominent location No online contact form option Why they are unique does not stand out No 3rd party support Pictures of their attorneys personalize the landing page Website has a professional look and feel © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 11
    • Good Site Example for SEM Ad Clicks • • • • • • Clear headline that says „Bankruptcy Lawyer‟ Phone number is prominent Online contact form option Why they are unique stands out 3rd party support Pictures of their attorneys to personalize page © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 12
    • How Get Your Website Ready for SEM? • Improve Your Existing Website By Adding Targeted Landing Pages for SEM • Unbounce Landing Page Platform (www.unbounce.com) • Create New Website – Avvo Ignite is a great option (ignite.avvo.com) © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 13
    • Are You Able to Track SEM Results? • To track leads specifically from SEM, you need: – Online Form Tracking – Call Tracking • “Flying Blind” without tracking is not an option © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 14
    • What is Online Form Tracking? • Online Form Tracking in Google Adwords © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 15
    • What is Call Tracking? • Call Tracking Number, Dynamically Placed Into Website Only for SEM Visitors © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 16
    • Call Tracking Options • IfByPhone • CallRail • Some call tracking platforms are only available through SEM agencies (Marchex Voice Services) © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 17
    • SEM Pitfalls to Avoid 18
    • Tracking • You have to track the leads you get from SEM spending in order to optimize your SEM activity on an ongoing basis and make sure it is paying off SEM Visitors 200 ($10 CPC) $2,000 20% SEM Leads $50 CPL 40 25% SEM Clients 10 $200 CPA Avg. Profit Per New Client = ? © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 19
    • Turn Google Display Network Off • Example of what NOT to let happen … © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 20
    • Establish High Enough Daily Budget • Why? Your ads have to be seen frequently enough to be clicked on. • Google Adwords requires you to set a daily ad click budget • Example: – $10 Average Cost Per Click – $20 Daily Budget – Google Adwords gets “stuck/confused” © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 21
    • Keywords – Start Narrow & Focused • Why? Because your ad click budget will be limited. Don‟t waste money on untargeted ad clicks. • Keyword Choice – Don’t advertise on general searches for “lawyer” or “attorney” – Advertise on more targeted searches for “bankruptcy lawyer” or “divorce attorney” – Include variations of keywords related to what you do • People search in very unique ways: 20% of searches Google sees in a given day have not been seen in the last 90 days © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 22
    • Keywords – Match Types Match Type Keyword Ads may show on searches for Broad tennis shoes buy tennis shoes tennis shoe laces running shoes tennis sneakers Broad Match Modifier +tennis +shoes tennis shoes buy tennis shoes best shoes for tennis running shoes tennis sneakers Phrase “tennis shoes” red tennis shoes red tenis shoes tennis shoes today shoes for tennis Tennis sneakers Exact [tennis shoes] tennis shoes tenis shoes red tennis shoes buy tennis shoes • Ads won‟t show on searches for Negative Keywords – Add negative keywords (like –basketball or –running) to tell Google and Microsoft SEM systems to not show your ad for searches related to basketball shoes or running shoes – Very important when Broad match is used © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 23
    • Set Geo-Targeting • You want ad clickers who are most likely to convert into a lead. Typically these are people local to your office or offices. • So only show your ads to these people. © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 24
    • Set Geo-Targeting • Real example of company trying to sell a book online (written in English) © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 25
    • Set Geo-Targeting • Target by city or metro area © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 26
    • Set Geo-Targeting • Target a radius around a map point © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 27
    • Bid High Enough • Why? Because 83% of SEM ad clicks go to the top 3 ad positions. Position of your ad on the page is very important. 1 2 3 4 5 6 7 8 © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) Source: http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to-First-Link-Study 28
    • Effective Landing Pages for Ads • We‟ve reviewed this already, but poor landing pages are often a major pitfall. © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 29
    • Effective SEM Ad Text • Descriptive and emphasize why you are unique. • Be specific - tell searchers you provide what they are looking for. • Do searches and analyze your competitors SEM ads. • Good Ad Text Denver Divorce Lawyer www.samplefirm.com/divorce 20+ Years Experience, Top-Rated Free Initial Consultation - Call Today • Poor Ad Text Denver Divorce Lawyer www.samplefirm.com/divorce Our attorneys can help with divorce and family law issues in Colorado © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 30
    • Enhanced Google Campaigns • Google switched all campaigns to Enhanced on 7-2213 • Any new Google campaigns created today are Enhanced • This change is all about the huge growth in searches being done from smartphones and tablets • What does “Enhanced” mean? – Mobile • By default your ads are shown to smartphones • Take control, don’t let Google spend all your ad budget on irrelevant smartphone ad clicks – Location • You can alter your bids based on location – Time • You can alter your bids based on time of day © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 31
    • SEM Agency Selection Best Practices © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 32
    • How To Select an SEM 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 © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 33
    • Contact Information • Free Consultations Always Available Mark Kelly, President & CEO mark@chair10marketing.com (206) 529-4310 x101 www.chair10marketing.com © Chair 10 Marketing, Inc. (for reuse contact Mark Kelly – contact info at end of presentation) 34