Legal Insights @ Google: Dan Fallon, Search Star

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Driving Legal Leads

Dan Fallon


Welcome

You are not here for: a PPC training day

a sales pitch

an SEO talk

You want to do digital better PPC is more than just PI

Online ads are more than just PPC

Traffic is only half the battle


Driving Digital Conversions


realityhouse


Making PPC Work


“PPC Doesn’t Work”


“Our Clients Don’t Search”

Keyword Avg. Monthly Searches (exact) Est CPCimmigration solicitors london 1900 £4.43solicitors london 880 £2.06solicitors in london 880 £2.04london solicitors 590 £1.38employment solicitors london 480 £3.90family solicitors london 480 £5.42family law solicitors london 390 £4.17divorce solicitors london 390 £5.25conveyancing solicitors london 320 £3.11immigration solicitors in london 260 £4.22criminal solicitors london 260 £4.46property solicitors london 260 £3.38personal injury solicitors london 260 £16.17housing solicitors london 170 £1.55no win no fee solicitors london 170 £30.66employment law solicitors london 140 £4.40uk immigration solicitors london 140 £4.56criminal defence solicitors london 110 £2.89legal aid solicitors in london 90 £1.36best solicitors in london 90 £1.42


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?”


“We Aren’t That Kind Of Firm”

Keyword Avg. Monthly Searches (exact) Est CPCcorporate lawyer 390 £1.80commercial solicitor 260 £2.04patent lawyer 260 £1.87human rights lawyers 250 £1.52media law firms 170 £0.49commercial law firms 140 £2.16intellectual property lawyer 140 £2.44ip lawyer 110 £2.47corporate law firms 90 £0.76construction lawyers 70 £0.83copyright lawyer 70 £0.98

ip lawyers 70 £3.01patent lawyers 70 £1.91construction solicitors 50 £0.82intellectual property law firms 50 £1.14media law firm 50 £0.78transport solicitors 50 £1.61maritime solicitor 40 £1.34copyright lawyers 40 £1.41finance lawyer 40 £0.06ip solicitors 40 £1.55technology lawyers 40 £0.75trademark lawyers 40 £1.98company solicitor 30 £1.34


Is Search Enough?


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…


Remarketing


Remarketing: Events & HR

Search Star Legal Insights Event

Osborne Clarke Graduate Recruitment


Remarketing


Display: Anything Is Possible

Relevant Media

Geographic

Targeting

In-Market

Audiences

Agriculture

Finance

Tech

Recruitment

Student

Legal

Local News

Broadsheets

London

International

CitiesPostcodes

RegionsHomebuyers

Newlyweds

New Parents

Retirement Planners


Video?


Video: On-Site

BrandVideo

CustomerStories

TalkingHead

TV Ad


Video: Offsite


LinkedIn: Niche B2B


Mobile: Do It Now!

We drive 20-30% of legal traffic from mobiles

CPA is typically 50-80% of PC/Tablet

vs.


Don’t Waste Traffic


Focus On Conversion

Getting traffic to your site is only half the battle

Making sure the traffic converts wins the battle

It’s all about the website

Conversion Rate Optimisation is key…


Thank You!

Legal Insights @ Google: Dan Fallon, Search Star

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