Driving legal leads (dan fallon)
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Transcript of Driving legal leads (dan fallon)
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
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“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
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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?”
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“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
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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
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One visit is rarely enough…
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Remarketing: Events & HR
Search Star Legal Insights Event
Osborne Clarke Graduate Recruitment
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Display: Anything Is Possible
Relevant Media
Geographic Targeting
In-Market Audiences
Agriculture
Finance
Tech Recruitment
Student
Legal
Local News
Broadsheets
London
International
Cities Postcodes
Regions Homebuyers
Newlyweds
New Parents
Retirement Planners
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Video: On-Site
Brand Video
Customer Stories
Talking Head TV Ad
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Mobile: Do It Now!
Ø We drive 20-30% of legal traffic from mobiles Ø CPA is typically 50-80% of PC/Tablet
vs.
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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…