PPC for Law Firms
description
Transcript of PPC for Law Firms
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Ridiculously easy. Measurably better. Powered by people.
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Marketing for Law Firms
with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Trada
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Marketing for Law Firms
Dan has been managing paid search campaigns for more than 6 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.
![Page 4: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/4.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Marketing for Law Firms
Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.
![Page 5: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/5.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Bidding on competitive keywords• Geotargeting• Search Engines: consider more than Google
• Return on Investment and the lifetime value of clients
• Offline Branding – power up your PPC with content you already have
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Bidding on competitive keywords
SEM for Law Firms
![Page 7: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/7.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Keyword price isn’t everything!
Competitive Keywords
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Bid price• Keyword relevance to ads• Keyword relevance to landing page
Quality Score
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Remember, search engines reward optimization in addition to price.
Quality Score
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
1. Create very small, thematic ad groups.
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
2. Ensure that each of your keywords is represented in every ad within an ad group
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
3. Use your keywords in the display URL
Missed opportunity
Competitive Keywords
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
4. Include Keywords in your landing page
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Avoid this mistake!
SEM for Law Firms
law firm Georgiaattorney Atlantalegal advice find a copyright lawyer in Georgia
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Write a compelling ad that sets the searcher up to convert
• Drive traffic to a landing page designed to convert
Conversions
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Use all 70 characters• A Call-to-Action (CTA)• Title casing• Check grammar and spelling• Be conversational• Always test!
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
1. Use all 70 Characters.
Legal AdviceDenver Law FirmIn Business 30 YearsKaplanLaw.com
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
2. Use a Call-to-Action.
Divorce Lawyers in ColoradoClick Now to Setup Your Free In-Office Consult. Professional and Fast.KaplanLaw.com/divorcelawyer
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
3. Use Title Casing.
Divorce Lawyers in ColoradoClick Now to Setup Your Free In-Office Consult. Professional and Fast.KaplanLaw.com/divorcelawyer
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
4. Check your grammar!
Divorce Lawyers in ColoradoCall Us Today for Profesinal FamilyLaw Services and More.KaplanLaw.com/divorcelawyer
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
5. Be conversational.
Need a Divorce Lawyer?We’re ready to help! Professionaland Compassionate Legal Help.KaplanLaw.com/divorcelawyer
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Paid Search for Law Firms
• Create 4 ads for each ad group• Write 4 different messages
Need a Divorce Lawyer?We’re ready to help! Professionaland Compassionate Legal Help.KaplanLaw.com/divorcelawyer
Need a Divorce Lawyer?We’re ready to help. Schedule yourFree Consultation Today.KaplanLaw.com/divorcelawyer
Ask a Lawyer: Divorce Law12 Divorce Lawyers are Online!Click to Chat and Get Help Now.KaplanLaw.com/divorcelawyer
Divorce Lawyers on Demand12 Divorce Lawyers are Online!Click to Chat and Get Help Now.KaplanLaw.com/divorcelawyer
6. Always test!
Ad Copy
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Don't drive traffic to your homepage.
• Have a big, shiny, clear, compelling call-to-action.
• Don't let them get away!
Drive Traffic to the Right Landing Page
![Page 26: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/26.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Marketing for Law Firms
Dan has been managing paid search campaigns for more than 8 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.
![Page 27: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/27.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Geotargeting
• Multiple Search Engines
• Online Branding
• Calculating Your ROI
SEM for Law Firms
![Page 28: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/28.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Geographic Location
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Engines
SEM for Law Firms
![Page 30: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/30.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Online Branding
SEM for Law Firms
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Calculate your Client Lifetime ROI
SEM for Law Firms
![Page 32: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/32.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Search Marketing for Law Firms
Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.
![Page 33: PPC for Law Firms](https://reader036.fdocuments.us/reader036/viewer/2022062312/5549e9b5b4c90512488b4dba/html5/thumbnails/33.jpg)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
• Create a ton of relevant content• Utilize videos, podcasts,
downloads• Use a clear call-to-action• Offer value• Position yourself as a leader
Be an online marketing hero
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copyright © 2011 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
A Few Words on Trada
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
What is Trada?
Trada is completely different. With Trada, you can have multiple PPC experts working on your campaign at the same time – generating massive volumes of keywords, writing custom ads, and constantly optimizing.
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Why Trada?
The results are better than if you did it yourself, or used an in-house PPC team.
And it costs the same amount as if you were to do it in-house.
There are no management or startup fees to use Trada.
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Questions? Now’s the time to ask.
Why Trada?
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copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Thank you!
Thank you for joining us!
www.trada.com
For questions about the presentation: [email protected]
For more information about Trada or a tour of the Marketplace: [email protected]