for law firms ppc advertising strategy 1 filethe management company gets more fees; 4. only one firm...
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LawLytics
Phone: (800) 713- 0161
Email: [email protected]
Website: www.LawLytics.com
PPC ADVERTISING STRATEGY FOR LAW FIRMS
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DAN JAFFE, ATTORNEY & LAWLYTICS CEO
● J.D. - 1998
● Admitted in WA & AZ
● 10 years in private law practice
● Built practices in Seattle & Phoenix
● 100+ jury trials to verdict
● Co-founded LawLytics in 2011
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WHO IS THIS SESSION FOR?
● Your law firm is doing PPC or thinking about it.
● You want to maximize your ROI.
● You don’t want to get screwed.
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WHAT IS LAWLYTICS?
LawLytics is the leading website system for lawyers who want their marketing to work without wasting time or money.
Unlike full-service marketing companies, our system adapts as the law firm’s needs evolve, so our members don’t overpay.
Unlike do-it-yourself software, our system was built for lawyers, so our members don’t struggle or miss opportunities.
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SUMMARY OF TAKEAWAYS
1. PPC is a marketing expense;
2. Understanding the economics and ecosystem of PPC is critical;
3. You may or may not benefit from PPC marketing;
4. If you engage, there’s a smart and risk-free way to do it; and
5. Help is there, directly from the source.
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TYPES OF ADS
● Search-based Pay-Per-Click Ads (PPC)
● Paid Social Media Ads
● Remarketing Ads
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INTRO TO PAY-PER-CLICK
What are paid search ads?
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HOW DOES PPC FIT INTO YOUR FIRM’S WEBSITE MARKETING
And do you really need it?
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THE UPSIDES OF PPC ADVERTISING
• You control your budget.• You control your destiny (assuming you buy directly from Google).• You can experiment and get actionable feedback (assuming you don’t use a
middleman that obscures the data).• It can provide some instant gratification.
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MAKE SURE THE NUMBERS PENCIL
$3,000 (flat fee)- $1,500 (expenses)
$1,500 (max profits)
• @ $50 per click• Need 1 client per 30 clicks.• Need 2 appointments.• To make NO MONEY.
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30 REAL-WORLD CLICKS
• Your competitors (4 clicks = $200)• Marketers (3 clicks = $150)• Opposing Counsel, Law Students, etc (3 clicks = $150)• Non-Viable PNCs: Defendants without $3k to spend, or who
already have private counsel (10 clicks = $500)• Viable PNCs: Defendants with $3k to spend (10 clicks = $500)
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RISK VS. REWARD OF OUR EXAMPLE
UPSIDE: You break even financially.
DOWNSIDE: You lose $1,500.
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UNSUSTAINABLE DISPOSABLE MARKETING PPC EXPENSES
Are you killing your money?
$3,000 (flat fee)- $1,500 (expenses)
$1,500 (max profits)- $1,500 (PPC Spend)- $0.00 (to reinvest)
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CONTENT VS. PPC OVER TIME
1st Case Acquired From Content$3,000 (flat fee)
- $1,500 (expenses)_________ = $1,500 (max profits)- $1,500 (content investment) = $0.00 (to reinvest)
• 1st case: $0.00 profit• 2nd case: $1,500 profit• 3rd case: $3,000 profit• 4th case: $4,500 profit• 5th case: $6,000 profit• 50th case: $73,500 profit
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PPC COMES WITH NO GUARANTEES
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DEATH BY A THOUSAND CUTS
1. Failure to set spending limits2. Failure to exclude irrelevant terms3. Failure to set geographic limits4. Conflicted bidding
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FAILING TO SET SPENDING LIMITS
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FAILING TO EXCLUDE IRRELEVANT TERMS
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FAILING TO EXCLUDE IRRELEVANT TERMS
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FAILING TO EXCLUDE IRRELEVANT TERMS
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FAILING TO SET GEOGRAPHIC LIMITS
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PPC MIDDLEMEN AND MANAGEMENT COMPANIES: HOW IT WORKS
1. You pay for the ad;2. You pay a flat management fee;3. You may or may not “own” the account;4. You may or may not get to see the bids and results.
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PPC MANAGEMENT COMPANIES CONFLICTS OF INTEREST
1. The competing bids drive up the price;2. Each firm spends more on the ads;3. The management company gets more fees;4. Only one firm can get the client;5. That firm makes less money from the case;6. The other firm makes no money from the case.
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THE COMPONENTS OF PPC
Your Website
● Must contain compelling information.
● Must be mobile-friendly.
● Must be designed to convert.
● Helpful to have individual landing pages for ads.
● Should be controlled independently of any PPC vendor.
The Ad Sources
● Google Adwords
● Bing Ads
The Consumers
● Potential clients and referral sources who click on your ads.
● Your competitors who click on your ads.
● Marketing sales people who click on your ads.
The Middlemen
● Ad agencies
● Google and Bing Partner Reseller Agencies.
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THE CONSUMERS
Potential Clients
● Expect consistency between ad copy and page content.
● Respond well to clear contact paths.
● Respond better to clean pages than cluttered ones.
● Want a reason to take action.
Referral Sources
● Expect high-quality content.
● Expect thought leadership.
● Don’t appreciate sales-laden copy.
Money Wasters
● Want to drain your ad budget.
● Want to sell you things.
● Benefit from you spending money.
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AD TYPES
PPC Ads
● Easy to buy directly from Google and Bing.
● Highly targeted.
● Bid marketplace.
● Can be very expensive.
Social Media Ads
● Boosted shares.
● Display ads.
● Text ads.
● Buy directly from Facebook and LinkedIn.
Remarketing
● Follows visitors around.
● Super easy to buy.
● Sold by Google.
● We use Adroll.
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HAVE AN EXIT STRATEGY
