Page 24 - Dallas Vol 5 No 2

8NEED-TO-KNOW ADWORDS PPC TIPS TO AMP UP YOUR ROI
ABY STEPHEN FAIRLEY
dwords or pay-per-click
advertising (PPC) for law rms can really pay o for lead generation, but
only if you know what you’re doing. Eighty percent of the most expensive Google PPC keywords are related to the legal profession, so you want to be sure you are putting your money into PPC e orts that can yield the best re- sults.
Here are the top eight tips that will enable you to create PPC AdWords campaigns for your law rm that will deliver more clicks that convert at a lower cost, bolstering your ROI:
1. Create a unique landing page for your Google ad.
You can’t send your PPC tra c to your website and get results; you need to create a unique landing page for ev- ery Google ad you run, with content that delivers on the promise you made
in the
ad. Each u n i q u e landing page should mirror the keyword(s) from the ad that was clicked and of- fer enough informa- tion for the potential new client to con- clude that your rm is “the one.” Caveat: the click-to- call mobile ads that we’ll discuss in tip num-
ber eight do not require landing pag- es.
Consider including video on your landing pages to increase the trust factor. Shoot a video of yourself (yes, you can use your phone) explaining what their rst visit to your o ce will entail or talk about what your rm does, focusing on what di erentiates you from other rms. Testimonials from former clients, video or written, add credibility and are recommended.
In addition, you need to name your landing page URL properly. Having a landing page URL that reinforces your ad promise and keywords will help your ad’s quality score (we’ll get to quality score in tip no. 2. Use a concise phrase in your landing page URL like “www.yourURL.com/Free- Consultation,” instead of something generic like “/landing.”
2. What is a quality score and why you should care?
Your ads’ quality scores are a big deal. ey are the shiny trophy on your mantle in Google’s eyes. You want to have the highest possible quality scores because high scores will lower your AdWords cost per click and cost per conversion, give your ads better positioning on search engine results pages (SERP) which means more potential for conversion of new clients, plus it gives you the satisfac- tion of knowing you’re managing Ad- Words the right way.
For reference, quality scores range from one to 10. Four is the lowest score you should accept and always strive for better. e higher the score, the more signed clients for you at the lowest cost.
To determine your ad’s quality score, Google uses an al- gorithm that weighs many
factors such as:
• Landing page relevance and
quality.
• Each keyword’s relevance to its ad group (An ad group contains sev- eral ads written for a speci c topic; several ad groups comprise an ad words campaign. e campaign hierarchy works like this: Your campaign is titled Personal Injury. Within this campaign you have three ad groups: Car Accidents, Motorcycle Accidents, Wrongful Death. e number of practice ar- eas you have typically determine the number of campaigns you’ll need. You can have as many ad groups, campaigns and keywords as you need).
• e relevance of your ad copy (fea- tures, bene ts, call to action).
• Your click through rate (CTR).
3. Why CTR is important?
Click through rate is determined by the total number of clicks on your ad divided by total impressions during a selected time frame. e higher the CTR, the higher your quality score and the lower your cost becomes. CTR has the highest weight in deter- mining your quality score.
What is your law rm’s ideal CTR? Due to the strong competition within the legal profession, it holds one the lowest CTR across all AdWords cat- egories. at said, don’t compare your CTR with your brother-in-law’s e- commercestore’s,asitisknowntohave the highest of CTR of all industries. In other words, set the benchmark for your law rm’s CTR to 1.35 percent. If you exceed it, celebrate. Falling below it consistently, you need to keep ne- tuning and testing your ads, keywords and landing pages to create the itera- tions that score well.
4. Use the right keywords in your ads.
An easy way to think of keywords is to imagine what potential new cli- ents might type into Google search to nd the services you o er. Make a list
ATTORNEY AT LAW MAGAZINE · DALLAS· VOL. 5 NO. 2 24