Scaling Your Practice Profitably with Google AdWords Jacob Baadsgaard Founder and Chief Executive Office Disruptive Advertising
Scale Your Practice Profitably Using Google AdWords
Hello! I am Jacob Baadsgaard CEO, Founder of Disruptive Advertising 3
First, Let Me Introduce Who Makes Disruptive Great Results & Relationships Results & Relationships 4
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
Traditional Marketing Limits Success... 6
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
85% of Clients Will Use the Internet to Find You 8
More than HALF of searches are on mobile
So Is Search Still Growing? 2016 2009-2015 2000-2008 Today 1999 1.5 Trillion Searches 1 Billion Searches Future 1+ Trillion searches on mobile in 2016 equal to all searches from 1999-2013 2 Trillion Searches 142 Billion Searches 10
Are You Getting Left Behind? 11
12
Why is the Legal Industry Hesitating to Invest More in AdWords? 13
4,000+ Audits Show Us That 76% of AdWords Budgets Are WASTED! 14
Your Intuition May Have Been Right... 15
...If You Don t Do It Right, You ll Waste a Lot of Money 16
Performance Over Time You Can Expect From Paid Search When Done Correctly in Isolation 17
18
Performance Over Time You Can Expect From Paid Search When Done Correctly with Other Marketing Channels 19
20
2X-4X Better! 21
Are You Kidding Me? Stop wasting 76% of your budget AND Get 2-4X more from your budget once it s fixed 22
Disruptive Case Study 23
Here s How We Do It 24
It s All About Timing... 25
1 : 1 : 1 Keyword > Ad > Landing Page Retargeting 26
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
Correctly Done - Desktop/Laptop 28
Correctly Done - Desktop/Laptop 29
Correctly Done - Mobile 30
Incorrectly Done - Mobile 31
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
Correctly Done 33
Incorrectly Done 34
Incorrectly Done 35
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
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 15-20 mile radius of your firm Create dynamic ads and landing pages referencing location 37
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 15-20 mile radius of your firm Use generic location parameters 38
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
40
Avg Results We See In First 12 Weeks 41
But I Already Rank Well Organically? 42
Exposure to paid + organic almost doubled a user s likelihood to visit a brand s website 43
Drive Interactions Online performance % change when integrating Organic Search & Paid Search 44
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
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
Thanks! ANY QUESTIONS? CONNECT WITH ME! @JakeBaadsgaard Jake@Disruptiveadvertising.com 47
Breakout Sessions @ 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