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and see what you come up with, then compare them with what you nd in one or more free top-rated keyword nder tools:
• Google AdWords Keyword Plan- ner (you already have this!).
• WordStream Free Keyword Tool.
• KWFinder.
• MOZ’s Keyword Explorer.
• SEMrush.
A keyword is one word such as “lawyer;” a keyword phrase is usu- ally several words like “experienced trial lawyer,” but you’ll hear them used interchangeably, so don’t get them confused. A longtail keyword is when someone searches for a “top child custody lawyer who can help me keep my kids.”
What about negative keywords? Use them, as they will save you money from unwanted clicks. For example, you’re a bankruptcy attorney but you keep getting people clicking on your ads (and you pay for that) who need help with a tra c ticket or a lease dispute. Simply add “Lease, landlord, tenant, rental” to your negative key- words list and next time some search- es for a tenant dispute lawyer in your area, your ad will not be shown. Just remember, positive keywords invite them in; negative ones do not. In your AdWords dashboard, use the Search Terms Report to see the search queries people typed into Google to trigger your ads. You’ll nd lots of negative and positive keywords there.
Your main keyword or key phrase needs to be incorporated in your ads along with a relevant bene t and call- to-action. Don’t be afraid to experi- ment to discover what speaks loudest to your target market.
5. Narrow your focus with keyword match types.
Keyword match types are param- eters used to control your keywords to trigger ads. e four di erent types of AdWords keywords match types are: Broad Match, Broad Match Modi er, Phrase Match and Exact Match. You may want to think of each keyword match type as a shing net. For exam- ple, if you had a broad match keyword phrase of “divorce and custody attor- ney consultations,” your ad will trigger any searches for divorce, custody, con-
sultations, attorney and any possible variation of those words including misspellings, synonyms and relevant variations. You could end up paying for clicks for someone looking for “cheap divorce lawyer” “men’s divorce lawyer,” etc. Broad Match is AdWords’ default setting, so be careful there. e legal profession has little or no reason to ever use broad match.
But there is a relatively new Broad Match Modi er,” lovingly called “Broad Mod” by users and allows you to append a “+” to a speci c word in your keyword phrase that you want to use. For example, if you are using “divorce attorney,” add “+” in front of divorce to ensure only “divorce at- torney” will trigger your ad, instead of every type of attorney that a Broad Match would trigger. Broad Mod is an AdWords users’ favorite because of its power and exibility.
Phrase Match is a favorite among AdWords users and it works best when using a two-word keyword phrase. Let’s use the Phrase Match “accident attorney.” Your ad will be triggered for any type of accident at- torney, such as an auto accident law- yer, a car accident attorney, a bicycle accident attorney, etc.
Exact Match is just that. It’s the most restrictive match type that you’ll probably use as rarely as you use Broad Match, but for the oppo- site reason. Exact Match’s shing net is tiny and garners few results.
6. Prioritize calls over clicks. No landing page needed.
More Google searches are per- formed on mobile phones than any other device, so you should con- sider focusing on call-only paid mobile advertising campaigns. Google launched its new call-only campaign earlier this year. Instead of a headline, your ad will feature your phone number that connects a searcher to your intake team. Just be sure you have the capability to have your phones answered 24/7 before opting for call-only cam- paigns. These campaigns can work great for personal injury firms where someone who’s just been in an accident or is lying in a hospital bed can reach out quickly.
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7. Use ad extensions and sitelinks.
Ad extensions are a set of features, or “snippets,” that increase the size, or footprint, of your Google ad as they allow you to o er more compel- ling information that you couldn’t t into the limited character count of your ad. Ad extensions make your ad stand out, improve your quality score and your click through rate.
An ad extension can include loca- tion, phone, reviews, sitelinks, callouts and many more information bites that assist potential clients in mak- ing a buying decision. As you might imagine, Google has an algorithm that determines which ad extension(s) or sitelinks take precedence.
Google also o ers a click-to-text messaging extension where potential clients can text you their questions. Again, be certain you have some- one on-call to answer incoming text messages. Personal injury clients and their families who need immediate help use this service most o en. En- gagement via text messaging increas- es when you use this Google service. 8. Invest in display ads and retargeting
One of the keys to standing out among your competition is to invest in remarketing via ads on Google’s Display Network. Display ads are ban- ners that you see on other sites across the Internet. Have you ever wondered how a website you visited keeps fol- lowing you around when you’re on other sites? is is remarketing and you don’t need a big budget to do it. Most prospects visit more than one website when researching attorneys, and remarketing gives you a great op- portunity to stay top of mind when prospects are doing their homework.
Google isn’t the only game in town in terms of a self-service retargeting tool, but it may be your easiest bet. With a small retargeting budget, it doesn’t make nancial sense to hire a retargeting agency, so the self-ser- vice tools such as AdRoll, ReTargeter, Facebook, Perfect Audience and Ex- actDrive are smart alternatives.
TWO-TIME INTERNATIONAL BEST-SELLING AUTHOR, STEPHEN FAIRLEY IS THE CEO OF THE RAINMAKER INSTITUTE. FOR MORE INFORMATION, CALL (888) 588- 5891 OR VISIT WWW.THERAINMAKERINSTITUTE.COM.
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