Get them in the funnel: Experiments with Google ads for your law firm

Tanner Jones, of Consultwebs, shares some of the very latest winning strategies for leveraging Google Ad and more. 

You will learn how to get your ideal clients into the funnel:
— Keyword Tactics that Drive Targeted Leads to Your Firm!
— Marketing Research Insights to Increase Leads and Drive Down Ad costs!
— Expert Advice on Leveraging Your Existing Marketing Campaigns!
— More!

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The broadcast is now starting. All attendees are in listen only mode. Good afternoon, folks. Welcome to the<inaudible> webinar. We’ve got two folks from consult webs with us today, Paul and Tanner. Very interesting topic today. Get them in the funnel experiments with Google ads for your law firm. Just a little bit of housekeeping for the duration of the webinar today.
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Everyone will be on mute when we opened up for questions. I usually find it easier to take everybody off of mute. If you have a question, please announce yourself and where you’re from and, uh, feel free to submit your questions. So with that, I’m going to turn it over to Paul Julius. Paul. Thanks, Eric. Um, so thanks everyone for coming.
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I’m Paul Julius marketing Manor manager at consult webs, and joining me as the, uh, the voice of the audience while we’re doing this is Tanner Jones, vice president of business development. Um, so prior to doing the marketing for ConsultWebs, uh, I was very hands on with a lot of, uh, clients, PPC accounts. And so I want to say at the start here,
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everything we talk about everything I’m going to tell you, uh, are things that I’ve actually done. So I’m not just theorizing. I’m not saying try it and tell me how it goes. Um, this is, this is legit. Um, so keep that in mind, get them in the funnel, Google ads, tactics, digital marketing tips that can reach more clients online,
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easy effort with lower cost. So we’re going to talk about some things here, simple budgeting that people miss, some tactics that can drive more targeted leads and using market research insights geared to perform, um, a little background on this with Google. There’s a, there’s always a template or an automation. Um, and what we’re looking at here is to,
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is to set up some small winds by taking advantage of these best practices or industry trends that most legal advertisers are using. And I want to point out they’re using them for good reason. I’m not suggesting that solid account management fundamentals and optimizing for high intent keywords is a bad thing. In fact, it’s quite the opposite. There’s plenty of good, um,
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automation. There’s amazing potential instead of in setting up good standard operating procedures, basically to equate it to the stock market, you don’t invest in stock and then go ride the numbers every hour. So these are some things where we can say, Hey, look, everybody is doing this and they’re doing it for a reason, but maybe, maybe there’s some opportunities in here.
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So let’s get to it. Google ads, everybody knows that’s big money. And if you don’t do it right, that’s where your money’s going to go. So, as I’ve said before, I’ve done all these things. Some of these are a little more dangerous than others. Um, so be careful. It’s important to make sure that if we’re going to do this,
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we’re going to do it right. And what we’re talking about, a typical buyer’s journey. This is the funnel. Um, many of you are seasoned marketers and I’m sure you’ve seen, this is not the first funnel you’ve seen, but typically Google ads. We’re talking about getting them in at the top. So you have awareness consideration decision as you go down,
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this funnel, the competition and the price for the keywords goes up. So at the top, you’re going to have things where people are casual. They’re looking around there, they’re doing some information. They’re not sure, um, further on down the road, obviously. Okay. I think I, I need to talk to a lawyer. I have several,
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I need to make a decision about who seems to be the best. Obviously make a decision someone’s hired so way up at the top, and this is a good illustration of it. Their social media people are going to check reviews. Um, there’s various tactics and things you want to do to get to people at the top and why this is important. Why this is important is because it’s way easier to snag someone up at the top and get them out to your law firm before you have to compete with everybody else.
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And that’s what we’re going to be looking at. Maybe some tricks to do here. Um, Tanner, do I need to qualify anything yet? No, no, I’m okay. I’m uh, I’m, I’m I’m with all the other attendees and just learning from the experience here myself. All right, man. We’ll just keep me in check. First one.
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We’re going to do budget. Okay. Obviously in ad words, you have a certain amount of money you want to spend, and you can determine how you want this to be spread out over, um, monthly, daily. Um, sometimes you can shift things by the hour. It really depends on how granular granular you want to do, but let’s talk about those best practices.
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So most people set their budget by month. I only want to spend $1,500 a month. Um, and then in the campaign itself, you’ll break it down into days and that’s fine. I mean, that, that typically works for everyone, but here’s the thing about it. So everyone starts on the first and depending on how competitive it is, um,
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you know, Edwards has oxen auctions, how much the cost per clicks actually are typically happens is if you’re gonna run out of money, you’re gonna run out of money by the end of the month. And during the day, how long are these things running? Are people searching for you at 3:00 AM on the 25th of the month? You can find this information out,
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um, by looking into your analytics, but here here’s where you can start to make some tweaks that will take advantage of the fact that everybody’s doing one thing and they’re running it all night long. So if you go look in here and you can say, wait a minute, nobody has ever contacted me at this point. So why should I tell Google to spread my budget out and therefore thin it out by trying to take into consideration hours that I don’t need because no one contacts me yet.
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I want to make a quick, quick point on that, Paul, because I think there’s, there’s something there that I’ve seen time and time again. And, you know, there, there are a lot of sophisticated law firm marketers out there who have, um, thought through the entire process, particularly of intake. You know, so it’s one thing to make the phone ring.
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It’s the other thing to be able to convert it on the other end of the line. And, and that really is what produces the return on investment, the intake side. And so there are a lot of firms that I’ve come in contact with over the years that I’ve seen they’re running advertising. They have strong SEO presence, for example, which obviously you’re not turning that off and on your visibility is 24 seven and you may be getting phone calls.
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Well, after hours of operation a paper click, you have a lot more control over that, just as you’re saying, and because you are paying a premium with pay-per-click with that click to get the user to the webpage. If they’re going to pick up the phone and call your office, you want to make sure you’re offering the best possible experience. And what I’ve seen the big mistake is that firms simply don’t have an intake service after,
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after five o’clock their time. And yet they’re still running paid advertising throughout the evening hours, the early morning hours, as well as weekends when they don’t even have someone on the other end of the line to be able to fill that call. And so going right along with what you’re saying, not only looking through prior data on when, you know, historically the majority of calls to funnel through and do your firm,
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but, but specifically, you know, with, with paid advertising, looking to make sure you have someone on the intake side to be able to handle those calls adequately, um, whether that is a legitimate outsourced intake service or somebody in the office, but just being conscientious of that could very well not only save you, but generate you tens, if not hundreds of thousands of fees in a year’s time.
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Absolutely. I mean, and, and this is not a knock on anyone, but it’s, it’s, let’s just make sure we’re all clear. Let’s not pay to increase the volume of phone calls if there’s nobody there to answer the phones period. Um, that’s a great point. So we’re talking about spreading this money out, but what you can do is take advantage of this monthly,
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um, 30 day cycle and see if you can hold off. So what I’ve noticed is that many times, and, and this is very situational, so you’re gonna have to take a look, but a lot of times, um, your competitors will run out of money before the end of the month. So not only will you have the opportunity to get into these options for keywords,
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with less competition, but because there’s less competition, these keywords will cost less. So that’s the number one thing when looking at the calendar and like Tanner just beautifully illustrated leaving things 24 seven. If there’s not someone there 24 seven, let’s not do that. And on top of it, use your analytics, go in there and take a look and see,
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you know, when are things coming in? How important is it that I have maximum coverage on the search results at a particular time? And you can go in there and this is, this is more of the best practices thing you can go in there and set percent increases for different times a day. Um, but what I’m saying is do that and make sure that you’re not running out of money at 8:00 AM,
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because that’s when everything costs the most, if you’re not getting clicks and calls at that time. So that’s the budget tips moving on. We’re going to talk about buying surround keywords. So everyone’s familiar with personal injury lawyer near me. Now these are one of those search terms that I would put probably towards the bottom of the funnel, and these are gonna be expensive,
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um, depending on where you are, could be up into hundreds of dollars for one click and that’s okay. You know, depending on how you’re doing it, this is obviously a very high intent keyword. And that’s why, um, it’s so competitive, but what I’ve done is look around and say, Hey, what are some things that could be related to someone who was in an accident?
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And I’m using personal injury here for an, for, for an example, obviously there’s depending on your, um, practice area, you know, there’s other things, but, um, occupational therapy, longterm rehabilitation, car totaled in your state. These are all things that someone who is in an accident is very likely to be looking for. Um, and,
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and I know you might be looking at neurologist. Um, I put that one in there on purpose. We had a client who signed a $50,000 case off the word neurologist. So it’s worth it. Now, the drawbacks of this are you’re going to get local quality scores. So I would not throw these keywords in with your larger campaigns that are highly targeted,
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you know, to those personal injury keywords. Um, and also the, the ad copy right. Has to be a little bit different. So if you’re going to be talking about, um, occupational therapy neurologist, your ad copy may want to approach it more along the lines of, um, you know, do you medical expenses, a long, you know,
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long term effects from a car accident that wasn’t your fault, something like that, um, where you’re not just slapping him in the face with, Hey, let’s Sue someone, but you’re saying, Hey, I’m aware of why you’re searching for this and I can help. Um, so that’s what we’re talking about here. Again, you’re going to get low quality score and that’s because Google says,
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Hey, you’re not a chiropractor. You’re not a neurologist. That’s okay. I’m okay. Paying a little bit more for the, for the frequency. You’ll get this click. This is Tanner. I think you’ve described it one time as, as if you’re fishing and you just kind of throw out a line and go trolling. It’s not bad. It doesn’t hurt anything.
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And, and every once in awhile, you’re going to, you’re going to land a big one, right? I like that. And I would ask just to clarify, and you may plan to get into this Paul, but should, should these firms consider, uh, adjusting using a dedicated or separate landing page to, to be able to speak to this?
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And how nuanced would you want to get with that? That’s a great question. And, and really it’s, as in depth, as you would like to get, um, I’ve done this with, uh, we use the same, it was just the same car accident page, actually. Um, but if you wanted to, I mean, I think that whole idea,
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and this is probably a topic for a different, uh, a different webinar, but, but I love the idea of, of using an archetype to create an advertising campaign. So, you know, you versus the insurance company, you know, David versus Goliath, um, that’s a great way to approach copywriting on a landing page. And, and again,
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you know, the, the sooner that you can start to build trust, um, and, and let people know that you, you are the one who can help them out and they can relate to you and trust you. That’s a good thing. And having a page that spoke to that, um, I mean, that’s, you know, it just,
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it just carries through the awareness that you have from the ad all the way in. So that’s a, that’s an excellent idea. Okay. Buying brand and associated keywords. So this can be a sore spot. And, and I understand that, um, there’s, there’s been some, some fires on Twitter recently about, uh, brands basically saying I’m being forced to pay for my own name because someone else is buying it and running their ads.
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Um, and Tanner, and I, I know we’ve talked about some, um, kind of, I would say fringe, gray area tactics of, of this happening in legal and people trying to divert, uh, one firms traffic by, by using some, some ads that are working on buying these, these branded keywords. And unfortunately that’s just part of the game.
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Um, I don’t think there’s anything wrong with buying your brand. It is a move, but there’s some cool stuff that you can do with this as well. I’m running paid ad campaigns that, you know, offer precise messages and are located next to your organic listings can increase the overall click through rate for everything. So that’s one way to look at,
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um, having to buy your own brand name is it is going to click the, uh, it is going to cause a higher click through rate for your organic listings, your maps, all that, stuff like that. But you can do some other stuff with this as well. And I did that here. Interact, get a check. So that’s not necessarily a brand name,
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but it’s a slogan. So buy your slogan, check it out, try it. Um, you can cover some ground with this. It doesn’t say in here exactly who it is, but I think it’s interesting that someone is buying interact, get a check and it isn’t Glen Lerner. So they’re getting kind of hip to this. Um, even as I’m talking about it,
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here’s another one, the strong arm, same thing, you know, here’s, uh, here’s, here’s their reputation, um, their brand that they’re buying an ad for, you know, to keep covered. So I definitely would try that. And the cool thing you can do with this is use it to test out different calls to action. So if you are purchasing a branded keyword term or,
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um, one of these slogans be deliberate about what you’re writing in your ads is what I would say. Okay. Um, we can’t, there’s really no other way to test out some of these different ideas. And, you know, usually if it’s your brand, if it’s your name, you should be getting the lowest price, uh, and the highest quality score.
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So from that perspective, it’s not so bad. So how do you use this in your digital advertising? Um, again, you’re going to have to go through here, look for, you may find your brand name in the keyword, find, uh, the keyword tool itself, but, you know, cover yourself by your brand name, try out your slogans.
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Um, I’m not saying you should purchase your, your competitors’ keywords. Um, I think a lot of that is can you do it in Google ads? Yes. Um, but Google ads does not take into consideration state bar rules. So I would highly recommend making sure, um, you’re not doing anything unethical and, you know, I’ve, I’ve never had tremendous success doing that.
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So, um, I would stick to it more as a, you know, cover your bases and use it for testing and awareness kind of a thing, Tanner. Yeah. I mean, the only thing I would add on this, because this has been a hot topic for a while now, you know what I mean for years, in fact, and I,
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and I know that there’s, there’s mixed emotions or mixed opinions around this topic. Um, I have met and spoken with, uh, personal injury firms in particular who bid on high profile well-branded law firms and they they’d been on their names. And, you know, they, they have, there are firms out there that have sophisticated intake processes to be able to overcome those objections when those,
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those individuals call in is that this evening, is there a form of deception? I mean, arguably most certainly. And so, you know, again, I think it’s smart, Paul, that to note that this, there are certain, uh, local ethics rules that, that do prevent this, but there’s also some that have opened the door wide open to it.
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And so the only thing that I would recommend is just in directly in line with what you’re suggesting Paul from, from the standpoint of protecting your own brand and protecting your own traffic, people who are actively seeking you or your law firm, it’s worthwhile to use it. Now on the other side, is it worth bidding on other brands or taglines? Um,
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it all goes back to no, no, what you can and cannot do in your local market. And if you do it, make sure you have an intake process to be able to adequately filled those calls and convert them. I would agree. I would agree personally. I, I usually record, we recommend Not doing it, but you know, again,
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bidding on competitors’ keywords and stuff like that. A lot of times it’s a business decision it’s based on how, how competitive that particular market, that particular, um, practice area is. So, you know, I never is a very strong word, but typically I recommend not. Um, alright, this one folks, I had a lot of reservations about putting this one in here,
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but I figured I’d do it anyway. If there’s one thing we’re going to talk about in here that is potentially the most dangerous, it’s this one. So this is a visibility play. Um, I would compare this a lot to, um, getting your ad run on the backstop during a baseball game or, um, during a football game, live sports live TV.
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This is about getting your name to be familiar to a large geographic, you know, a particular geographic area for very little money. Um, and that’s, you know, I, I think honestly, when you, when you come down to it, a lot of times, that’s why something like radio surprisingly is still popular. Um, because when you get down to it,
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the, the exposure that people have to your, your, from name to your name, uh, is important. And if, if we go back to that funnel, one thing that I’ve found is that it will speed up the process if trust and recognition is happening already. So if someone knows your name, for example, if you know, um,
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this, you know, I, I can think of three people right in my area, um, for one, for bankruptcy, one for divorce, one for personal injury, um, I’ve never had to use any of those things, but if I did, I’ve got someone who’s in my head right now, without ever even having to look online or anything.
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That’s just from getting your name out. And I would start there if I was looking for someone. So here’s the trick with this and be careful with this, can’t say that enough, you want to get your name out. You want to get in front of people and you wanted to do it for cheap. And here’s a way to take advantage of that.
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You go to Google trends, which is trends.google.com, and you can look up stuff that is trending, obviously worldwide national, whatever. And what we’re going to look for are some of these things that people are searching for. And it’ll show you right here and you can see, um, some of it’s pretty hot topic news, some of it isn’t Great.
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These are the words you’re going to be looking for. So we know that people are a hundred thousand plus people are looking up all American season two. What happens is that when you go to that page, when you do that, search yourself, you’ll find more often than not that there are no ads there. That’s what you’re going to do. You’re going to buy that keyword and you get,
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put your brand and name up there, but here’s what we’re going to get in trouble. Okay. You want to check out your local news. You want to check these things out, be sure that you have a thorough understanding of what that search term is all about because you know, brand safety brand protection, uh, is critical and having your ad run,
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um, on something that, you know, maybe has some negative connotations, uh, maybe it’s a very controversial political topic, something like that. Um, that could be bad. So you want to make sure you’re basically going to take a look at trends, find some trends that you think you can use. Go in, see if you can buy those words,
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keyword planner. All right. And, and a couple of things I need to tell you to do here as well. If you’re going to do this, number one, please triple check your location targeting. Okay. I can’t imagine a faster way to run out of money than buying the keyword Taylor Swift national nationwide. Don’t do that. Um, number two,
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verify it. And I’ve even really verify that, that this topic is something that’s okay. Sports stuff, typically. Okay. Entertainment stuff. Okay. TV, a TV thing. Uh, that’s showing up a new show. That’s typically, okay. Watch it with the other ones. And, and the final thing with this is this is going to be a short,
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short campaign. Maybe a couple of days, these topics, these trends, the more you get into it, the more you check it out, the more you’re going to find that it’s it peaks. And it changes, uh, within a couple of days something’s over and we’re all onto something else. Everybody has that, you know, that Twitter attention span,
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that Instagram attention span. It’s just going to be like a quick boost and then it’s gone and that’s all you really should be thinking about for this. So, you know, this is a little bit outside the lines. Um, and like I say, it’s kinda dangerous, but if you’re looking to just make sure that you get some name recognition, um,
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it’s not a bad trick. Yeah. You know, Paul, this is actually the first time I’ve ever heard this concept. And it’s intriguing to me, especially for firms just continuously looking to expand their brand, build awareness. You know, there, there are a lot of smart savvy marketing attorneys out there who know the value of brand recognition and repetition that this is a phenomenal way to do that.
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And I would encourage if anybody’s hearing this and just saying, this is so bizarre and, and, and not, not worth putting effort into, I, I would, I think there’s a happy medium to some degree here. What I would suggest is that, you know, we’ve seen a lot of success with the concept of, um, some, some referred to it as news jacking.
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So basically leveraging stories that are, that are being talked about in the community, whether that be, you know, a local, um, major busts bus crash or mass transportation event, that’s, that’s occurred there, there are other more arguably, um, applicable or high, hyper relevant topics that could be talked about that you could potentially get behind and,
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and run ads. Um, that being said, I think Paul, you alluded to it and, and stressed it pretty strongly that this, these are things that change fairly rapidly. So this is not an evergreen marketing approach. It’s something you would want to work directly with the PPC manager, that’s handling your account and make sure that, that, you know,
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there’s open communication on when to pull back and when to start new for certain, certain events that you’re pursuing. But I love this concept. I think there’s a lot of opportunity beyond the hyper competitive, you know, general personal injury lawyer, or car accident, lawyer type terms that you could truly capitalize, not only on building brand, but in many instances,
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potentially even driving some hyper-relevant leads because you got out in front of something quickly before your competition did Absolutely. That’s absolutely it. I mean, it’s all about that recognition and, and, you know, you make a good point too. I mean, this isn’t something you don’t want to build your entire ad word strategy around this. Okay. This is definitely something where it might be like,
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Hey, let’s take a little bit of budget, move it over here. I mean, I recommend having a little bit of budget that you try different things out with kind of all the time. This will be one of those things. Um, and, and Tanner, you make a great point. You know, when, when people do go through this purchasing,
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um, journey, whether it’s down the funnel or, or along a timeline or whatever, you know, there’s those touch points. And I think, you know, back in the day, it used to be seven touch points before someone made a sale. Now, I think with the internet, it’s more like 22. Um, that’s what we’re talking about here.
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And some of those things are just to be like, Oh, I recognize your name. I’ve seen that before that matters to people. So that’s what it’s all about, but that’s a, that’s a great point. Um, you know, definitely. Alright, so I’m gonna, I’m gonna move on, but seriously, folks be careful with that. Um,
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retargeting and remarketing. So most people should be familiar with this. Uh, even if you don’t do marketing yourself, you’ve probably shopped at Amazon left something in your cart, and then they follow you around everywhere, um, offering you free shipping or whatever. Basically someone goes to your website, you cookie them, right. Throw a little tracking cookie in the browser,
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they leave. And now you can show ads specifically to those users in that remarketing list. So they go to the Denver post, boom, your ad will show up here and there. And this is a good thing for, you know, number one brand recognition. That’s good. Want to stay top of mind? Um, number two, you know,
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you, particularly for people who are on the edge, maybe they’re in that decision point. I don’t know. Um, you can hit them with a sense of urgency. So you can be like, Hey, you know, the sooner you talk the faster we can get your money, whatever you can try different ads, please, maybe don’t try that one,
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but you get the point. Um, so how do we take advantage of this? Because I think a lot of people are using remarketing and they’re doing it well. I mean, really it’s, it’s a good thing. I think, you know, particularly if you’re running ad words, campaigns, Google ads, uh, sorry, I’m old school, Google ads,
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campaigns already, you know, you spent that money on that click. So if they didn’t convert right off the bat, you know, you got to do everything you can to kind of make the most of those highly qualified leads. And I think remarketing is a great way to do it, but how are we going to take advantage of this? So there’s a couple of ways that I see,
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um, that maybe we can slip outside of those best practices. Uh, the, the lines that the Google draws for you to do this, right. Um, you want to use user behavior to create better audiences, right? So usually you have all website visitors, and that’s okay. But I think someone who invested a lot of time reading a blog post,
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um, maybe is doing some research and it might indicate someone who’s still at the top of the funnel and trying to learn more about how to proceed in a particular situation. So that person probably has a different level of intent than someone who went to your homepage for five seconds and then split. Um, so that, that’s, that’s why I would look at maybe trying to find you,
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you have to go into your analytics to really see like what things are, where people are going, but you can absolutely start to segment your audiences into some of these things. Um, and again, you know, someone goes there and leaves super quick. Doesn’t look around. I’m not saying it’s, it hurts to target them. You know, you never know.
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They, maybe they ran out of time or whatever. So I wouldn’t say completely abandoned it. Um, but there’s definitely a certain level of, um, time and investment that you want to spend on that stuff. And you shouldn’t be following anybody around at all if they converted. So to be sure though, you know, make sure that you exclude those pages.
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If you have a thank you page that happens after contact us, you got to exclude that you do not want to be wasting impressions on people who are already, you know, working with you. So don’t do that. Um, also bonus hint here shorten the membership duration of your audiences based on what you know, from past clients. So what I’m talking about here,
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and I’m going to gear this one a little bit more towards the, the, you know, car accident scenario, suppose something else. But you know, if you know that there’s a certain amount of time after an accident where people then start to look for a lawyer and the amount of time from when they start to look for a lawyer to when they actually sign,
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if you can start to see a pattern there, that’s where you can base this. Because if people make up their mind in 14 days, you’re wasting impressions and money on, on going after a trip, following someone around for 30 days, they might’ve, they might’ve signed with someone else and you’re still showing them remarketing ads. So keep an eye on that.
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And, and, and that’s, you know, Tanner going back to what you were talking about, intake, um, the answers to how you can optimize some of these things specifically are they’re in your intake department. So see if you can figure that stuff out. How did you hear it from you? How long ago was your accident? Um, you know,
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when did you decide to start looking for a lawyer? That’s the stuff I think, you know, I, I can say from my experience, following someone around for a car accident, uh, related matter for longer than 30 days, I don’t see a lot of success with it, but what do you think the questions, no, I, I can’t personally stress the importance of this piece,
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enough from what I’ve seen, you know, with, with effective, um, Search campaign, search campaigns, you know, we, we tend to, I I’ve seen us lead the industry that consult webs just in terms of conversion rates on landing pages. Um, but even still, you know, converting at 10 to 15% of the traffic that’s landing on that landing page in that moment that that’s still re that still leaves 85 to 90% of traffic that comes to that page and,
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and leaves. And so it take that even a step further on the organic side, if you have a strong organic presence, you’re, you’re driving traffic for a wide range of relevant search phrases into the website, and you’re likely converting well under 5% of that traffic that’s coming into the site, probably less, much less meaning that you have 95% of your traffic coming into the side that never converts.
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And if you don’t have a remarketing campaign, whether a basic or more sophisticated, like what you’re suggesting here, Paul, which obviously is going to be even better in terms of performance and, um, driving more cases, you are missing a huge percent of the traffic you’ve already paid for to get to the sign, to begin with. And in a lot of these individuals,
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especially in the area of personal injury, these folks are considering three upwards of six plus individual firms before they make a decision to, to reach out. And many instances, they may be, you know, Googling or searching from their office where they’re not in a position to immediately make connection, just doing initial research. You have no idea what environment they’re sitting in.
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And so not having a way to stand in front of those users who have first shown some, some form of interest in your brand and your business. It’s just, you’re, you’re missing, you’re missing so much. So that, that’s why I feel like out of all the things we’ve discussed today, if you’re going to take anything away, really look to leverage what you’re already missing,
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what you have been missing historically by not leveraging remarketing to the fullest degree. Yeah. And just to add one thing on here, I know these are, these are all Google ads, tips and tricks we’re talking about. Um, I I’ve had, jeez, probably since I started working at ConsultWebs and an ongoing battle with Google ads, with regards to,
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um, being able to use remarketing lists and collect visitor data for remarketing, for personal injury firms. Um, and it seems like sometimes it’s okay and sometimes it’s not, it’s arbitrary. Um, sometimes they disable an audience. Sometimes they don’t, but you can do this on Facebook. You can do this. There are other, you know, you can do this on being,
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um, I’m using Google as an example, but if you get shut down on that, don’t think that’s the end of it. Um, okay. Facebook has like what a billion users. So, you know, don’t just be like, well, that’s it. Um, these techniques you can, you can use across other platforms as well. So let’s keep this and go back Over what we talked about.
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Your budget look backwards. Sometimes you want to start at the end of the month where you can take advantage of other people whose budgets ran out or the end of the day. And you want to use day party. Don’t just run your ads 24 hours a day. If like Tanner said, you don’t have anybody there 24 hours a day. Um, or if you don’t see that any kind of traffic or clicks,
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there’s no point in it. So don’t do that. Number two, surround keywords, um, again, be careful with this. Um, but it’s worth it to think about, uh, the things that are related to people who were in a car accident and gear some ads and like Tanner suggested very smartly, maybe even gear the landing page a little bit,
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that way, anything you can do to start to create some, some trust and some understanding, uh, is a good thing. Brand associative, slogans, keywords. I know you hate to buy them, but you know, in this day and age you kind of have to, um, so why not make the most of it? See if you can test out some stuff,
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make sure no one else is buying yours, got to cover the basis, Google trends. Um, please don’t set fire to a large pile of money, but try, try using this to get some, some exposure, if that’s what you’re looking for, but be careful with it. There are strict parameters that I use when doing this. I would urge you to do the same and remarketing and retargeting by using your analytics information to further divide and segment your audiences based on behavior,
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uh, and therefore intent. So Tanner tell them what they win. Yeah. Thank you, Paul tremendous information. And obviously we’re really just scratching the surface on a lot of these topics. And so I just want to encourage the attendees if, if there’s some value that you’ve gotten from this and, and you, you, you have specific questions, obviously we’re going to open this up to some questions and leverage,
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uh, the, the intelligence of, of Paul and his experience there. But I would also would love to open the door up for a free 30 minute consultation, uh, specific to paid advertising. Um, you, you may already be, you know, knee deep and a paid campaign, been running it for years, and you’re just looking for a second opinion,
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or you have specific questions to gain some other perspective, or maybe you’re new to paid advertising, and you want to kind of cover more high level overview. Um, we’d be more than happy to cover that with you, uh, 30 minutes with myself and I would bring in any other colleagues based on the needs and the questions there. Uh, just simply email me.
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This is Tanner. You can email me@tjonesatconsultwebs.com and we can go ahead and schedule that, uh, based on your availability. So that being said, Eric, I’d love to open it up to any questions while we have Paul. Fantastic. Thanks for that presentation. Uh, Adam, you had a, had an observation. Would you like to share that the rest of the group I’ve taken you off?
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There you go. Sorry, Adam, I’ve taken you off mute. Would you like to share your observation with the rest of the group? Nope. I guess not. Let’s move on to a couple other questions. Um, someone asks, please tell me how I can attract people to my blog in the, in the context of Google ads. Wow.
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Um, so when you’re writing your blog, obviously you’re going to have a targeted to a subject, right? So, um, what to do after a car accident, um, car accidents, statistics, there’s going to be a lot of these things where I think your blog is going to be, um, kinda on that 80, 20 principle, 80% of informational 20% sales kind of leaning into it that way.
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So I would look at, um, aiming for some of those key words and it’s going to be kind of a cost thing. Um, again, this is it’s going to be a judgment call, right? I don’t know that I want to pay $40 for someone to read my blog article. Um, and as Tanner mentioned before, you know, some of these things at this,
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you know, if you’re really trying to do content marketing and, and aiming for, for your blog and stuff, your, your primary, um, your weapon of choice should, should really be, you know, SEO and organic search. But, um, that remarketing is not a bad trick for that. So, you know, you can either buy,
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um, you know, by some of those longer tail keywords and, and use that to, um, bring people back with a more informational approach or, you know, use your remarketing. If you have an, if you have an ad, uh, that says, you know, 10 things you must know about, uh, the insurance company after a car accident,
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that in an ad, put it in a remarketing ad, you know, they went to the thing once. Um, it’s definitely worth a shot. There’s I mean, Yeah, go ahead. I just want to add a quick note on that, because I think it’s a, it’s a really good question. Obviously, there’s firms spending quite a bit of effort in producing blog content,
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and you can tell from Google analytics and even Google search console on specific keywords that are driving traffic into those internal blogs, if you have the ability to track conversions. So goal completions, where people are converting through, uh, first century blond pages, that that’s tremendous insight that you can leverage to maximize the number of leads coming in from those blog articles.
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But again, I would caution in terms of running ads for a blog article, it goes back to the concept of why we dedicated landing pages for pay-per-click. When you’re, as Paul mentioned, if you’re going to be paying 40 plus dollars for a click to get traffic to a blog page in almost all instances that blog article, the blog page template itself,
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the design template is not designed to be a high conversion page. It’s designed to be an informational page. And a lot of times users are finding those blog articles through long tail search and coming in, or maybe if you’re promoting it on Facebook, for example, and driving referral traffic into that blog article. In most instances, as, as Paul said,
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80 20 rule, 80% informational, 20% conversion, that page is not dedicated to maximize conversions. Whereas when we use dedicated landing pages for pay-per-click, we are stripping out the navigation and almost in its entirety, we’re not giving the user a lot of options to click throughout the entire website. We want them, if they land on that page, we want them to do one of two things convert.
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So either through a phone call or a, you know, a contact form, or just leave the page altogether, we don’t want to give them the option to just have a ton of dwell time clicking through internal pages, uh, because naturally you’re, you, you, you lose visitors by doing that. And so I would just, I think there,
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as Paul said, there are a number of other ways to leverage the blond content than just trying to point ads to them. In some instances, if you do find that certain blog articles have just, um, you know, impressed you by their ability to drive leads and drive quality traffic, I may take it a step further and actually take the copy or the content from that blog article and fit it into a landing page template,
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uh, that is more geared toward conversions. And that way you’re leveraging something that has worked historically, but using it in a framework that is proven to drive as many leads as possible. Yeah, there’s actually, I can throw two things on there. Um, but Tammy making a great point is that, you know, if you’re going to be trying to do this,
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you should obviously be looking for low cost options because I don’t know that people are going to be directly, directly converting off of, um, a more informational search and a more informational article, but there’s two things you could try Gmail, and you could try YouTube, um, you know, Gmail I’ve had mixed results. Uh, to be honest, it,
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I would say it’s worth a shot because it’s not too cheap. It’s not too expensive, but YouTube, um, I’ve done this a lot. You go through your blogs, you know, go looking analytics, see which ones are the most visited, have the longest page, um, how long people are on the page and make a video out of it.
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And to get that on YouTube, you can blast that all over for super cheap. Um, and you know, you know, people are reading it, you can boost some, uh, you know, some traffic to it and also, you know, YouTube kind of a different medium. So you’re, you’re actually getting the same message out, uh,
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in a more visual way. Alright. Very good. Um, Tom asks, what’s a good conversion rate for clients who land on your page that are on the decision part of the funnel. Yeah. Wow. Um, and I would say conversion rate, you’re talking from landing on that page to contacting the firm, right. We’re not gonna, we’re not gonna go to the next step of how many people land on the page and actually become a client.
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Um, really depends. I, I typically look around, uh, Tanner, I would say 15 is 15% is a pretty good target. Um, let’s be conservative. I, you, you probably, you probably have your hands in it actually a little bit more than I do nowadays. So Yeah, in the decision phase, I mean, obviously there’s,
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there’s direct intent with that. And so naturally yes,<inaudible> 15% should be, should be a target. Now again, there’s going to be a lot of factors to that depending on what type of landing page, but I would, I would set an industry benchmark particularly for, for legal at 15% conversion rate for that stage of the funnel. Yeah. Well,
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and that’s even, you know, if you go look at WordStream and some of these other things there, they’re far below that, I think they’re six to 8%. So, um, I know, I know we like to say that higher and, and honestly, you know, depending on how things go, there’s also a time factor too, you know,
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if you just start some stuff off and you’re not doing a lot of optimizing, um, you know, that 15% is a great goal. If you’ve been doing this for awhile, I think you could shoot a little higher, honestly. Very good. Any more questions folks? Oh, no. I guess we’ve covered everything. Well, thanks for joining us folks.
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Just a word. This session is being recorded and will be posted to the pill mill website by the end of the week. That’s it folks. Paul Tanner. Thanks for joining us folks. We’ll see you next time. Excellent. Thanks everyone. Thanks everyone. Thank you, Eric.