- 1. Pay-Per-Click AdvertisingKeys to Pay-Per-Click Success for
LawyersAugust 16, 2012
2. Quick Intro Mark Kelly Chair 10 Marketing, Inc. Pay-Per-Click
and Search Engine Optimization 7 Year-Old Agency 3. Pay-Per-Click
Basics 4. Pay-Per-Click Basics 5. PPC & Legal Not Easy Why?
High Average Cost Per Click 6. Sample Average CPCs Across
Industries Search PhraseAverage Search PhraseAverageCPCCPC lawyer
$11.05financial planner$10.47 personal injury lawyer
$54.17retirement planner $11.93 divorce lawyer $12.08car
insurance$37.99 criminal lawyer$27.07life insurance $16.81
immigration lawyer $6.09 home insurance $10.36 bankruptcy
lawyer$18.59online degree$29.43 dentist$4.59 lasik surgery$12.07
cosmetic dentist $9.41 plastic surgeon$5.54 chiropractor $5.04
infertility doctor $5.29 house painters $6.32 accountant $4.78
mover$8.33 plumber$9.25 hardwood flooring$3.51 7. Legal PPC Key
Success Factors 8. #1: Set Up Lead Tracking Online Form Lead
Tracking in Google Adwords 9. #1: Set Up Lead Tracking Call Lead
Tracking 10. #2: Turn Google Display Network Off Initially Example
of what NOT to let happen 11. #3: High Enough PPC Ad Click Budget
Example of not having a high enough daily budget Example: If you
are paying $15 per click on average, a $30 dailybudget will do you
no good 12. #4: Choose Keywords Wisely Example: You are an
immigration lawyer in Denver, CO What keyword search phrases should
you advertise against? 13. #4: Choose Keywords Wisely Very
littlechance ofgenerating alead from ageneral searchlike lawyer
Leave thesephrases to theleadgenerators 14. #4: Choose Keywords
Wisely Much higherchance ofgenerating alead from aspecificsearch
likeimmigrationlawyer 15. #5: Set Geo-Targeting Wisely Real example
of company trying to sell a book (written in English) Strong
indications of click fraud in the data below 16. #5: Set
Geo-Targeting Wisely Target by City or Metro area 17. #5: Set
Geo-Targeting Wisely Target a radius around a map point 18. #5: Set
Geo-Targeting Wisely NEW - Target Zip Codes (not working well in
our testing though) NEW Congressional Districts Dont set it and
forget it frequently test different geo-targeting 19. How To Select
A Pay-Per-Click 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 Avoid percentage of spend fee
structures 20. #6: Set Your Keyword Bids High Enough PPC
adpositions1 2 Higher onpage = 3more clicks44567 8 21. #6: Set Your
Keyword Bids High Enough Example of bids set too low 22. #7 and #8:
PPC Ad Text and Landing Pages PPC ad text needs to follow best
practices and attract the rightkind of ad clicks Googles Ad Text
Creation Guidelines:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=1704392
Text ads and landing pages need to be consistent in
theirstory/emphasis If you promote a free consultation in your ad
text, feature it on the landing page Landing pages need to follow
best practices for driving leads Lets examine the search for a
divorce lawyer in Denver, CO 23. #7 and #8: PPC Ad Text and Landing
Pages Keys to good PPC ad text Keep it simple and descriptive
people are looking for answers not cute taglines Get the most
important keyword(s) in the ad headline Capitalize the words in
your text ads makes them stand out more Denver Divorce Lawyer
www.samplefirm.com/divorce 20+ Years Experience, Top-Rated Free
Initial Consultation - Call Today Highlight what makes your firm
unique why should I click your ad? Tell your clients what they can
do when they get to your site (Call To Action) Free Consultation,
Call Us Now, Inquire Confidentially, Get Advice Now, etc. Test at
least 3 ads at a time per ad group 24. Where is an adwith
DenverDivorce Lawyerin headline? Ads with someunique sellingpoint
are in red Ads that give aCall To Actionare in green 25. #7 and #8:
PPC Ad Text and Landing Pages PPC Landing Page Best Practices Home
pages rarely make good PPC landing pages Page headline matches what
was searched for Call-to-action (phone number, free consultation,
etc.) is above the fold of the page on typical laptop screen
resolution Guide people to take the action you want them to take
Why should they call you/contact you? Bullet points proving your
unique points Personalize the page tell about your firm, people,
approach, beliefs, accomplishments 3rd party confirmation Client
testimonials, industry certifications, ratings you need to
establish trust 26. www.denverfamilies.com No clearheadline
thatsays DenverDivorce Lawyer Phone number isabove-the-fold,but not
inprominentlocation No onlinecontact formoption Why they areunique
does notstand out No 3rd partyconfirmation Pictures of
theirattorneyspersonalize thelanding page Website has
aprofessionallook and feel 27. www.anselmefellcattorneyand.com No
clear headlinethat says DenverDivorce Lawyer hardly says Denverat
all Coupons for adivorce attorney? Big No Imageplaceholder Clicking
VisitWebsite goes toSite UnderConstructionmessage Why they
areunique does notstand out at all No 3rd partyconfirmation
Establishes noconnection or trust totallyimpersonal Phone number
isabove-the-fold anddoes stand out 28. www.drfiles.com Clear
headlinematchescosmeticdentistry ad forRedmond
Requestappointmentform prominent Phone numberprominent &paired
with aspecial offer Quotes fromhappy patients Tells why Dr.Files is
unique Could be morepersonalizedwith pictures ofdentist or staff
29. www.flooring-franchise.com Clear headline matchesflooring
franchiseopportunity ad Request appointmentform prominent Phone
numberprominent Third party confirmationfrom Fox, Wall
StreetJournal, etc. Tells why thisopportunity deservesattention and
action 30. www.chair10marketing.com Mark Kelly,
[email protected](206) 529-4310 x101@chair10
@mkelly7777 31. Appendix 32. Bonus Tip #9: Implement Local PPC
Extensions Local PPC Extensions - these are not hard to set up They
make you stand out as a local firm 33. Average CPCs Across
IndustriesFrom:
http://searchengineland.com/q4-reports-search-advertising-growing-in-efficiency-107805
34. #4: Choose Keywords & Match Types Wisely Use Broad Match +
Negative Keywords to exclude searchesthat are too general In our
example, enter lawyer as a negative exact match phrase More on
Negative Keywords:
http://support.google.com/adwords/bin/topic.py?hl=en&topic=16390
Or, use Phrase Match to avoid searches that are too general In our
example, enter immigration lawyer as the phrase you want to
advertise against More on Phrase Match:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100
