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PPC for Law Firms

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A presentation on putting together paid search campaigns specifically for law firms. …

A presentation on putting together paid search campaigns specifically for law firms.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • 1. Ridiculously easy. Measurably better. Powered by people.
  • 2. Search Marketing for Law Firms
    with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Trada
  • 3. Search Marketing for Law Firms
    Dan has been managing paid search campaigns for more than 6 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.
  • 4. Search Marketing for Law Firms
    Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.
  • 5. SEM for Law Firms
    • Bidding on competitive keywords
    • 6. Geotargeting
    • 7. Search Engines: consider more than Google
    • 8. Return on Investment and the lifetime value of clients
    • 9. Offline Branding – power up your PPC with content you already have
  • SEM for Law Firms
    Bidding on competitive keywords
  • 10. Paid Search for Law Firms
  • 11. Competitive Keywords
    Keyword price isn’t everything!
  • 12. Quality Score
    • Bid price
    • 13. Keyword relevance to ads
    • 14. Keyword relevance to landing page
  • Quality Score
    Remember, search engines reward optimization in addition to price.
  • 15. Paid Search for Law Firms
  • 16. SEM for Law Firms
    1. Create very small, thematic ad groups.
  • 17. SEM for Law Firms
    2. Ensure that each of your keywords is represented in every ad within an ad group
  • 18. Paid Search for Law Firms
    Competitive Keywords
    3. Use your keywords in the display URL
    Missed opportunity
  • 19. SEM for Law Firms
    4. Include Keywords in your landing page
  • 20. SEM for Law Firms
    Avoid this mistake!
    law firm Georgia
    attorney Atlanta
    legal advice
    find a copyright lawyer in Georgia
  • 21. Conversions
    • Write a compelling ad that sets the searcher up to convert
    • 22. Drive traffic to a landing page designed to convert
  • Ad Copy
    • Use all 70 characters
    • 23. A Call-to-Action (CTA)
    • 24. Title casing
    • 25. Check grammar and spelling
    • 26. Be conversational
    • 27. Always test!
  • Paid Search for Law Firms
    Ad Copy
    1. Use all 70 Characters.
    Legal Advice
    Denver Law Firm
    In Business 30 Years
    KaplanLaw.com
  • 28. Paid Search for Law Firms
    Ad Copy
    2. Use a Call-to-Action.
    Divorce Lawyers in Colorado
    Click Now to Setup Your Free In-Office
    Consult. Professional and Fast.
    KaplanLaw.com/divorcelawyer
  • 29. Paid Search for Law Firms
    Ad Copy
    3. Use Title Casing.
    Divorce Lawyers in Colorado
    Click Now to Setup Your Free In-Office
    Consult. Professional and Fast.
    KaplanLaw.com/divorcelawyer
  • 30. Paid Search for Law Firms
    Ad Copy
    4. Check your grammar!
    Divorce Lawyers in Colorado
    Call Us Today for Profesinal Family
    Law Services and More.
    KaplanLaw.com/divorcelawyer
  • 31. Paid Search for Law Firms
    Ad Copy
    5. Be conversational.
    Need a Divorce Lawyer?
    We’re ready to help! Professional
    and Compassionate Legal Help.
    KaplanLaw.com/divorcelawyer
  • 32. Paid Search for Law Firms
    Ad Copy
    6. Always test!
    • Create 4 ads for each ad group
    • 33. Write 4 different messages
    Ask a Lawyer: Divorce Law
    12 Divorce Lawyers are Online!
    Click to Chat and Get Help Now.
    KaplanLaw.com/divorcelawyer
    Need a Divorce Lawyer?
    We’re ready to help! Professional
    and Compassionate Legal Help.
    KaplanLaw.com/divorcelawyer
    Divorce Lawyers on Demand
    12 Divorce Lawyers are Online!
    Click to Chat and Get Help Now.
    KaplanLaw.com/divorcelawyer
    Need a Divorce Lawyer?
    We’re ready to help. Schedule your
    Free Consultation Today.
    KaplanLaw.com/divorcelawyer
  • 34. Drive Traffic to the Right Landing Page
    • Don't drive traffic to your homepage.
    • 35. Have a big, shiny, clear, compelling call-to-action.
    • 36. Don't let them get away!
  • Search Marketing for Law Firms
    Dan has been managing paid search campaigns for more than 8 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.
  • 37. SEM for Law Firms
    • Geotargeting
    • 38. Multiple Search Engines
    • 39. Online Branding
    • 40. Calculating Your ROI
  • SEM for Law Firms
    Geographic Location
  • 41. SEM for Law Firms
    Search Engines
  • 42. SEM for Law Firms
    Online Branding
  • 43. SEM for Law Firms
    Calculate your Client Lifetime ROI
  • 44. Search Marketing for Law Firms
    Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.
  • 45. Be an online marketing hero
    • Create a ton of relevant content
    • 46. Utilize videos, podcasts, downloads
    • 47. Use a clear call-to-action
    • 48. Offer value
    • 49. Position yourself as a leader
  • A Few Words on Trada
  • 50. What is Trada?
    Trada is completely different. With Trada, you can have multiple PPC experts working on your campaign at the same time – generating massive volumes of keywords, writing custom ads, and constantly optimizing.
  • 51. Why Trada?
    The results are better than if you did it yourself, or used an in-house PPC team.
    And it costs the same amount as if you were to do it in-house.
    There are no management or startup fees to use Trada.
  • 52. Why Trada?
    Questions?
    Now’s the time to ask.
  • 53. Thank you!
    Thank you for joining us!
    For questions about the presentation: asawyer@trada.com
    For more information about Trada or a tour of the Marketplace: sales@trada.com
    www.trada.com