Presentation by Dan Fallon at Google Legal Insights Event

1. ppc | display | cro | analytics | training
Driving Legal Leads
Dan Fallon

2. ppc | display | cro | analytics | training
Welcome
You are not here for:
Ø a PPC training day
Ø a sales pitch
Ø an SEO talk
You want to do digital better
Ø PPC is more than just PI
Ø Online ads are more than just PPC
Ø Traffic is only half the battle

3. ppc | display | cro | analytics | training
Driving Digital Conversions

4. ppc | display | cro | analytics | training
realityhouse

5. ppc | display | cro | analytics | training
Making PPC Work

6. ppc | display | cro | analytics | training
“PPC Doesn’t Work”

7. ppc | display | cro | analytics | training
“Our Clients Don’t Search”
Keyword Avg. Monthly Searches (exact) Est CPC
immigration solicitors london 1900 £4.43
solicitors london 880 £2.06
solicitors in london 880 £2.04
london solicitors 590 £1.38
employment solicitors london 480 £3.90
family solicitors london 480 £5.42
family law solicitors london 390 £4.17
divorce solicitors london 390 £5.25
conveyancing solicitors london 320 £3.11
immigration solicitors in london 260 £4.22
criminal solicitors london 260 £4.46
property solicitors london 260 £3.38
personal injury solicitors london 260 £16.17
housing solicitors london 170 £1.55
no win no fee solicitors london 170 £30.66
employment law solicitors london 140 £4.40
uk immigration solicitors london 140 £4.56
criminal defence solicitors london 110 £2.89
legal aid solicitors in london 90 £1.36
best solicitors in london 90 £1.42

8. ppc | display | cro | analytics | training
Keyword Avg. Monthly Searches (exact) Est CPC
turkish solicitors in london 30 £0.65
portuguese solicitors in london 30 £0.52
indian solicitors in london 30 £2.02
italian solicitors in london 20 £0.86
greek solicitors in london 20 £0.44
polish solicitors london 20 £0.81
tamil solicitors in london 20 £0.00
pakistani solicitors in london 20 £1.09
gay solicitors london 20 £1.41
iranian solicitors in london 20 £0.65
polish solicitors in london 10 £0.65
romanian solicitors in london 10 £1.39
french solicitors in london 10 £0.00
spanish solicitors in london 10 £0.92
muslim solicitors in london 10 £7.34
russian solicitors in london 10 £0.00
nigerian solicitors in london 10 £0.00
irish solicitors in london 10 £0.00
“Do You Speak My Language?”

9. ppc | display | cro | analytics | training
“We Aren’t That Kind Of Firm”
Keyword Avg. Monthly Searches (exact) Est CPC
corporate lawyer 390 £1.80
commercial solicitor 260 £2.04
patent lawyer 260 £1.87
human rights lawyers 250 £1.52
media law firms 170 £0.49
commercial law firms 140 £2.16
intellectual property lawyer 140 £2.44
ip lawyer 110 £2.47
corporate law firms 90 £0.76
construction lawyers 70 £0.83
copyright lawyer 70 £0.98
ip lawyers 70 £3.01
patent lawyers 70 £1.91
construction solicitors 50 £0.82
intellectual property law firms 50 £1.14
media law firm 50 £0.78
transport solicitors 50 £1.61
maritime solicitor 40 £1.34
copyright lawyers 40 £1.41
finance lawyer 40 £0.06
ip solicitors 40 £1.55
technology lawyers 40 £0.75
trademark lawyers 40 £1.98
company solicitor 30 £1.34

10. ppc | display | cro | analytics | training
Is Search Enough?

11. ppc | display | cro | analytics | training
Remarketing
96% of visitors leave without getting in touch
2m19s is the average time on a legal website
3.5 visits on average, before conversion
Sources: 1. Forrester Research, May 2010 2. Search Star Google Analytics Legal Client Pool
1
2
2
One visit is rarely enough…

12. ppc | display | cro | analytics | training
Remarketing

13. ppc | display | cro | analytics | training
Remarketing: Events & HR
Search Star Legal Insights Event
Osborne Clarke Graduate Recruitment

14. ppc | display | cro | analytics | training
Remarketing

15. ppc | display | cro | analytics | training
Display: Anything Is Possible
Relevant Media
Geographic
Targeting
In-Market
Audiences
Agriculture
Finance
Tech
Recruitment
Student
Legal
Local News
Broadsheets
London
International
Cities
Postcodes
RegionsHomebuyers
Newlyweds
New Parents
Retirement Planners

16. ppc | display | cro | analytics | training
Video?

17. ppc | display | cro | analytics | training
Video: On-Site
Brand
Video
Customer
Stories
Talking
Head
TV Ad

18. ppc | display | cro | analytics | training
Video: Offsite

19. ppc | display | cro | analytics | training
LinkedIn: Niche B2B

20. ppc | display | cro | analytics | training
Mobile: Do It Now!
Ø We drive 20-30% of legal traffic from mobiles
Ø CPA is typically 50-80% of PC/Tablet
vs.

21. ppc | display | cro | analytics | training
Don’t Waste Traffic

22. ppc | display | cro | analytics | training
Focus On Conversion
Ø Getting traffic to your site is only half the battle
Ø Making sure the traffic converts wins the battle
Ø It’s all about the website
Conversion Rate Optimisation is key…

23. ppc | display | cro | analytics | training
Thank You!