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Paid Search & Social Advertising Made Easy - WordStream Webinar

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Great Legal Marketing & WordStream have partnered up to bring you our latest webinar, where you'll learn how to overcome the most common challenges law offices face in their digital marketing efforts.

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Paid Search & Social Advertising Made Easy - WordStream Webinar

  1. 1. LIVE WEBINAR Paid Search & Social Advertising Made Simple Tony Testaverde & Jason Williams 4/16/2019
  2. 2. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A +
  3. 3. | Confidential 3 Intro Tony Testaverde: Director of Lead Acquisition @WordStream Tony Jason Jason Williams: Marketing Director @The Miley Legal Group
  4. 4. 4
  5. 5. 5 Agenda • Common Paid Search & Social Challenges/Opportunities • Strategies for Achieving Success in Google Ads & Facebook • Improving Your Campaigns in 20 minutes a week • Q&A
  6. 6. 6 Google Competition for Personal Injury Lawyer
  7. 7. 7 Google Ads Stats 3.5 Billion Search queries process each day on Google Over 1 Billion Active users on YouTube 90% of global internet users Reached via the Google Display Network
  8. 8. 8 Facebook Stats
  9. 9. 9 Which Network is Best for You?
  10. 10. 10 Average Cost Per Click by Network
  11. 11. 11 Google vs. Facebook – Overview Google Facebook High Intent Searchers on Google Sophisticated & Inexpensive Audience Targeting Winning combination
  12. 12. 12 Facebook Ads drive People to Search More 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 34% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
  13. 13. 13 Strategies to Achieve Success in Google Ads & Facebook Add long tail keywords to increase relevancy and Use negative keywords to eliminate wasted spend Identify high cost keywords with low returns to better align your click your goals Review & adjust bids based on keyword performance to manage your ROI Split up ad groups to create more relevant ads to improve quality score Use expanded text ads to boost under-performing ads Expand Audiences to Facebook recapture site visitors
  14. 14. 14 Strategies to Achieve Success in Google Ads ADD LONG TAIL KEYWORDS By adding keywords you will… • Attract the exact audience – at the ideal point in the customer journey • Pay a lower cost-per-click (CPC) thanks to lower competition • Achieve better search rankings by increasing your relevancy
  15. 15. 15 Strategies to Achieve Success in Google Ads USE NEGATIVE KEYWORDS Negative Keywords Prevent Your Ads from showing for irrelevant searches By using negative keywords you will… • Reduce wasted ad spend AND increase return on investment (ROI) by excluding audiences you don’t want to target
  16. 16. 16 Strategies to Achieve Success in Google Ads IDENTIFY HIGH COST KEYWORDS WITH LOW RETURNS By identifying high cost keywords you can… • Better align your click costs by experimenting with other match types • Reduce wasted spend by pausing expensive keywords • Monitor performance over time; sometimes your most costly keywords might be your best performers, so keep up with the data before making changes
  17. 17. 17 Strategies to Achieve Success in Google Ads REVIEW & ADJUST BIDSBy reviewing & adjusting bids you can… • Reduce spend and maintain performance by lowering bids on keywords already showing in top positions • Understand which ads are losing positions to low bidding and adjusting those bids to get better search page placement • Manage your budget to see which bids are being set too high and depleting your budget too quickly
  18. 18. 18 Strategies to Achieve Success in Google Ads SPLIT UP AD GROUPS By splitting up ad groups you can… • Pay less money for the same clicks by creating well-aligned ad groups and earning a better Quality Score • Get higher conversion rates by creating more specific ad groups, with more specific ad copy and landing pages • Clean up your Ad Groups because often times having too many keywords can be messy
  19. 19. 19 Strategies to Achieve Success in Google Ads USE ALL EXPANDED TEXT AD FEATURES Use expanded text ads to… • Increase your ad text limit two-fold! • Gain more visibility for your ads, since expanded text ads show on ALL devices • Get higher CTRs by replacing your old under-performing ads with expanded text ads
  20. 20. 20 Remarketing – Bring Back Your Visitors • You’ve already paid a premium for your paid search clicks, bring them back at a significantly cheaper • Visitors are significantly more likely to convert the second time they visit your website • Expand reach with HTML5 Ads
  21. 21. 21 Remarketing Ads • Use tools available to create your ads • You don’t need a design resource to create compelling ads • Ads with motion will extend your reach and are more likely to drive action
  22. 22. 22 Let Facebook Convert What Google Didn’t 96% of people who visit a website leave without completing the actions marketers want them to take
  23. 23. 23 Set Up Call Tracking • 43% of all search-related conversions happen over the phone • 65% of businesses consider phone calls their best quality leads • It’s worth paying more for a phone call.
  24. 24. 24 Summary  Most AdWords accounts need some help, you’re not alone  Utilize the Strategies to be successful in PPC & Social Add keywords Add negatives Review costly campaigns Optimize bids Split ad groups Optimize ads Add Facebook Set Up Call Tracking  Give your Google Ads and Facebook Accounts weekly love
  25. 25. 25 In just 20-minutes a week! Did you know that WordStream can help you with all those strategies and best practices? So, that was a lot.
  26. 26. 26 WordStream Advisor 20-Minute Work Week • Provides weekly actionable, customized recommendations based on your account data to improve your online advertising ROI • Identifies areas of your account that can be acted upon and optimized for immediate gain • Reduces hours of analysis and enables you to make changes to your search and social campaigns in a simple 20-minute workflow
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  28. 28. 28 Add Negatives Alert
  29. 29. 29 WordStream’s Add Keyword Alert
  30. 30. 30 Facebook Alerts
  31. 31. 31 Next Steps - Know Your Google Ads Performance With over $5.5 billion in ad spend analyzed… • 50% of accounts have not been optimized in past 30 days; 25% in the last 3 months • 1 in 4 accounts have zero negative keywords • Low quality scores are driving down campaign performance www.wordstream.com/google-adwords
  32. 32. 32 WordStream Advisor WordStream Advisor currently supports paid search (Google & Bing) AND paid social (Facebook), allowing you to maintain paid search and social campaigns from a single, centralized dashboard. Try Advisor for free See what WordStream can do for you…
  33. 33. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Q & A

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