Scaling Your Practice Profitably with Google AdWords. Jacob Baadsgaard Founder and Chief Executive Office Disruptive Advertising

Transcription

1 Scaling Your Practice Profitably with Google AdWords Jacob Baadsgaard Founder and Chief Executive Office Disruptive Advertising

2 Scale Your Practice Profitably Using Google AdWords

3 Hello! I am Jacob Baadsgaard CEO, Founder of Disruptive Advertising 3

4 First, Let Me Introduce Who Makes Disruptive Great Results & Relationships Results & Relationships 4

5 Legal Marketing Overview Most law firms spend around $5,000+ a month on marketing On the higher end, around $400,000 annually Generally spent on print, tv/radio ads There is a better way to get more bang for your buck! 5

6 Traditional Marketing Limits Success... 6

7 By the time you have read this, people around the world will have asked Google 500,000 questions (estimated time to read 6 seconds) 7

8 85% of Clients Will Use the Internet to Find You 8

9 More than HALF of searches are on mobile

10 So Is Search Still Growing? Today Trillion Searches 1 Billion Searches Future 1+ Trillion searches on mobile in 2016 equal to all searches from Trillion Searches 142 Billion Searches 10

11 Are You Getting Left Behind? 11

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13 Why is the Legal Industry Hesitating to Invest More in AdWords? 13

14 4,000+ Audits Show Us That 76% of AdWords Budgets Are WASTED! 14

15 Your Intuition May Have Been Right... 15

16 ...If You Don t Do It Right, You ll Waste a Lot of Money 16

17 Performance Over Time You Can Expect From Paid Search When Done Correctly in Isolation 17

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19 Performance Over Time You Can Expect From Paid Search When Done Correctly with Other Marketing Channels 19

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21 2X-4X Better! 21

22 Are You Kidding Me? Stop wasting 76% of your budget AND Get 2-4X more from your budget once it s fixed 22

23 Disruptive Case Study 23

24 Here s How We Do It 24

25 It s All About Timing... 25

26 1 : 1 : 1 Keyword > Ad > Landing Page Retargeting 26

27 GOOGLE Adwords DO Focus on your most profitable cases first Target keywords clients use Create location-specific campaigns and ad copy Use dynamic headlines (auto vs car injury lawyer) Implement call tracking Match landing pages to the emotion behind the search DON T Spread your budget too thin focusing on too many practice areas Say what everyone else is saying Free Case Review Write generic ad or landing page copy 27

28 Correctly Done - Desktop/Laptop 28

29 Correctly Done - Desktop/Laptop 29

30 Correctly Done - Mobile 30

31 Incorrectly Done - Mobile 31

32 Dynamic Landing Pages Keys to successful legal landing pages: Specific to the purpose of the ad/campaign Simple, UX-friendly design Attention grabbing copy Quality and professional visuals Dynamic, location-specific headlines 32

33 Correctly Done 33

34 Incorrectly Done 34

35 Incorrectly Done 35

36 Dynamic Landing Pages DO Create detailed pages for specific areas of practice Use intent-based targeting Focus on location Keep branding consistent with website Include an effective CTA DON T Create an umbrella landing page for all of your firm services Create unnecessary links, be simple! Use generic stock visuals and copy ( No fees till we win your case ) 36

37 Hyper Local Geo-Targeting Location is the key to legal advertising success: Reference specific areas in content Use geo-targeting in Facebook and social ads Target locations in mile radius of your firm Create dynamic ads and landing pages referencing location 37

38 Hyper Local Geo-Targeting DO Create campaigns with specific radiuses Reference location (especially cities) in your ad and landing page copy Be mobile friendly DON T Use demographic targeting Use radiuses larger than mile radius of your firm Use generic location parameters 38

39 Pro Tip: Account structure is not enough Don t spread your budget thin by bidding on all legal practice areas. Maximize market share on your most profitable cases first and then start to expand. 39

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41 Avg Results We See In First 12 Weeks 41

42 But I Already Rank Well Organically? 42

43 Exposure to paid + organic almost doubled a user s likelihood to visit a brand s website 43

44 Drive Interactions Online performance % change when integrating Organic Search & Paid Search 44

45 Doing it Right is Worth the Investment Don t become a statistic! 76% of budgets are wasted by finding a cheap solution Build your campaigns, ads, and landing pages the right way Grow your firm at the rate that makes sense for you with a new client dial that can be turned up or down as needed. 45

46 TIME TO UP YOUR GAME Here s how we can help you today: Free Audit with our software 5 Recommendations on how to improve your website experience Free growth strategy consultation w/deliverable 46

47 Thanks! ANY QUESTIONS? CONNECT WITH 47

48 Breakout 11:25 am A: Creating Compelling Content Through Video, Podcasts and Other Marketing to Reach the Millennial Audience Ballroom EF B: Blueprint for Using Mentoring to Improve Your Practice Ballroom H