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LeadRival LIVE: Episode 5 – PPC for Attorneys
Bria and Traci discuss PPC tips for attorneys and law firms!
Join us as we discuss how attorneys can set up and run their own paid search campaigns!
Read below for the full transcript of the LeadRival LIVE session with Bria and Traci.
Welcome to LeadRival LIVE! I’m Bria Fox and today I have Traci here with us. This is actually her fifth month here at LeadRival (today), so I’m really excited to have her in! She is our paid search analyst and we just want to know more about what PPC is and how firms can do it for themselves. So really quickly, do you mind telling us what PPC stands for?
PPC is pay per click, which is just how you pay for your ads. You pay every time someone clicks on your ad.
And what are the top places to set up campaigns?
Definitely, Google is going to be the biggest one. For obvious reasons, but yeah, the other big ones that people might not think about as much are going to be Bing and Yahoo.
Most people already know Big and Yahoo are great, but Google Adwords is where it’s at! So, what are some steps that attorneys should take when setting up their own PPC ads?
So when you’re setting up your first account, you want the layout of it to make sense, right? Maybe you want a branded campaign, so you want to set up your campaigns – all of your keywords – which are just what’s going to get matched when people search. You want them all to have your brand name in there, aka your law firm name.
And then maybe you want an unbranded campaign, which means you’re just going to show up for search results like “injury”, broad terms like that.
So pretty much just go in and write who you are and make sure that, of all things, you’re showing up for your own company. That’s a big one! If someone else is showing up, you want to make sure to also send them a cease and desist letter, because it’s not really cool if other companies use your brand to pull up themselves.
Once they’ve set it up with either branded or unbranded ads, how could they measure if their PPC campaign is going well? What kind of goals should they set for themselves?
You can have different goals for this. You can have a branded goal to where you just want to pay per impression, which means how many times people see your ad. So when you want to get in front of as many eyes as possible, […] you can set up a cost per thousand impressions model. (This is CPM). If you’re wanting to drive a lot of traffic to your website, maybe fill out a lead form or something like that, you can do cost per click. And then Google also offers a lot of automated bidding strategies, which means they’ll do your bid for you. So if you’re not really sure, like “I don’t know what a bid is, I don’t know how to do that”, you just tell Google what you want to pay for a lead or a phone call and Google will do it for you.
That’s pretty nice. That way if most attorneys out there don’t know what they’re doing, you just kind of let them do it.
Google knows best!
And with these, if you have no idea what to say for your keywords, just watch our past Facebook LIVE videos where Aaron and I talk about keywords and kind of go from there.
So really quickly, how would people determine the right amount of ad copy, or the words to put in it, and what pictures to use?
Ad copy is probably one of the most important things you can do. Obviously, it’s what people are going to see, what they’re going to click on. So, you want to make sure that your ad copy is relevant to whatever they were searching for. You want to match your ads to your keywords. Say you’re writing an ad for the keyword “injury lawyer”, you want injury and lawyer – those words – to show up in the ad as many times as possible. That’s what they’re searching for and also, fun fact, Google will bold those words and so it makes your ad stand out a little more and makes the user think you know this person is exactly what I’m looking for. Yeah, just make sure it’s relevant.
Relevant content, yeah! So we already kind of talk about bids and to just let Google handle it unless you know what you’re doing. What would you suggest that people have on their landing pages that people click on through advertisements?
So your landing page should not just be like your home page for any website. It should also be tailored to your ads and what they’re searching for. So, if your ads really emphasize “free evaluation”, whenever you click on that landing page, it should say really big “free evaluation”. You want your ads and your landing page messaging to match up so that when they get to your landing page, [they’ll think] “oh this makes sense, that’s exactly what I want and clicked here for.”
Advertise what you have on your landing page! Super important! Can you tell us a little bit about quality score, especially with Google?
Quality score has to do a lot with the past things that I talked about. So ad relevance – making sure it’s relevant to what they’re searching for – and landing page experience – that includes it being relevant, but also things like page speed, trustworthiness. You don’t want to have a sketchy website, but putting things on there like “trust symbols”. They say the Better Business Bureau, ratings, or reviews even work. The third thing that goes into the quality score is expected click-through rate, which is a fancy way of guessing the likelihood that someone is going to click on your ad. So out of all of these people that see your ad, how many of these people think about going and actually clicking on it?
Do you have any tips for attorneys setting this up? I mean we talked about pretty much all of the steps and it’s a lot! What can attorneys do to make [setting up ads] easier for themselves?
There’s a nifty little tool call Google Adwords Editor, which is a free program that you download to your computer that offers offline editing tools. It’s really easy just to copy and paste everything so you only have to really set up an ad once and then edit as you go. That saves you a lot of time.
So you can just load it back in?
Yeah, you just press upload and “Boop!” – there’s all of your stuff!
What should people do if they are putting a lot of advertisements out there and it’s too expensive? Because a lot of advertisements for attorneys are expensive – don’t expect it to be cheap!
Lawyer and attorney terms are actually always in like the top 5, or at least the top 10 list. So yeah, it’s expensive. Just a fact of the matter, there’s a lot of competition, so try to make it profitable. You can include long-tail keywords. Instead of saying “accident attorney”, you can say “top accident attorneys in orange county” and that’s going to be a lot lower cost keyword.
But, it’s also more specific, so you’re getting the traffic that you really want, so it’s kind of a win-win.
And once again, go check out our other Facebook LIVEs because we did touch on long-tail keywords. There’s a reason we’re talking about them so much. It’s so important for your firm to use this!
And then I did want to ask you really quickly, we’ve gone through all of the steps, we’ve put in our bids, and we’ve done all of that. What should we expect from our ad placement? What is the formula for placing an ad on a website or anything like that?
Google can be a little mysterious, so there’s this thing called ad rank and it’s your quality score ( ad relevance, expected click-through rate) multiplied by your bid (the maximum amount you want to pay). They do this for every advertiser and for certain keywords that someone searches on. If you have the highest ad rank, you’re going to be in the very top position on the first page. So to be in the top position, you only need to pay more than what the second person paid. Your max cost per click is getting you that position, but you’re not necessarily paying that maximum amount. You only have to pay just right above the next person. Google will tell you their estimated first-page bid, top of page big, and the first position, so you want to be on the first page, the first three things, or that very first one. I think Google overestimates a little bit because they want money. They make a lot of money off of this. So, I would start with a little bit lower than that and just see how that goes for you. See if you can notice a change from one week to the next as your average position goes up a little bit. Just experiment with it!
Well, we’ve gone over a lot. These are just the basics and we’ll obviously touch on some more stuff later on down the road. I really want to say thank you and welcome to your 5th month at LeadRival!
I think that’s about all of the time we have for today. Once again, this is Traci and we appreciate you being here. If you haven’t already, go ahead and follow us on Facebook, like us, send comments or questions that you might have for the next live stream. And as always, go to leadrival.com/leadrival-live to sign up for LeadRival LIVE alerts that will automatically email you right before we go live. With all of that being said, thank you so much for tuning in and have a great Friday!
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