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PPC for Law Firms

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

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PPC for Law Firms

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

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