Get them in the funnel: Experiments with Google ads for your law firm
Tanner Jones, of Consult webs, 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!
The broadcast is now starting. All attendees are in listen only mode. Good afternoon, folks. Welcome to the 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.
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.
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,
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,
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,
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,
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.
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,
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,
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,
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.
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.
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.
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,
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,
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.
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.
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.
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,
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,
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.
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,
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,
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,
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,
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,