Tag Archives: seo

Call-Only Google AdWords For Attorneys

SEO or SEM For A Law Firm? 

Many law firm owners struggle with how, when, or if to use search engine optimization (SEO) and search engine marketing (SEM) to generate leads and grow their firm. While both tactics are beneficial, several factors need to go into the decision-making process—depending on each law firm owner’s goals and budget.

SEO works best for law firms first starting out or establishing an online presence for the first time. When designing a website, getting your law firm on local listings, and creating social media pages for your law firm, SEO is the best strategy. It’s important to utilize SEO to show search engines that your firm’s information is consistent and prevalent across multiple platforms. You can also build SEO for your law firm by consistently publishing relevant content that is valuable to your audience.

SEM comes into play when your law firm website is ready to “wow” customers and get them to contact you or make a purchase. Many law firms jump the gun too early and do not take the proper time to implement strong website design practices first.

SEM uses paid search campaigns such as Google AdWords to show an ad for your firm when certain keywords are used by customers searching for your services. When your website is ready to receive and convert leads, you will want to track which keywords perform best, when is the best time to display your ad, which target audience converts best, and how much you can afford to bid for paid search leads. This can all be a lot to manage, but it’s necessary to succeed with paid search.

AdWords And Phone Calls-Call Only Campaigns

Call extensions let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions. Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension. You can also create call-only campaigns.

The newer call-only campaigns take time to setup properly but can result in a much lower client acquisition cost. To get phone calls to your firm, set up a call-only campaign to encourage clients to call you by clicking or tapping your ad. With call-only campaigns, you bid to drive calls to your law firm instead of clicks to your website. You can set your ads to show only when your firm can take calls, so you won’t miss an opportunity to connect with your potential clients.  With these campaigns, you can use CPC bidding based on the value of a call to your business. You can also add your existing phone information to your new ads and attach select extensions to your call-only campaigns.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Taps on these ads will only generate calls — they won’t link to a website. These ads are very flexible with how they can appear. To optimize for mobile and enhance performance, your ads may not always show every line of text you enter when setting up your campaign. Likewise, select extensions, which are available for call-only campaigns, may also be hidden in order to make the most of the smaller screen space on mobile devices.

If you feel that your small law firm is ready for SEM, make sure that you have the time and resources to dedicate to your campaign and your online presence. Your campaign needs to have the right keywords and descriptions, but also effective tracking and analytics so you can monitor performance and conversions. Remember, do not let your social media presence, content marketing, and website suffer at the expense of your ad campaign!

One of the most important differences between SEO and SEM is that SEO takes time, whereas SEM provides more immediate results. You may want calls and clicks fast, but you must dedicate work to your online presence to motivate customers who click on your ad to give you their law firm. SEO and SEM work best when used together.

When used properly, SEM can help your law firm achieve its lead generation goals. Enlisting the help of a professional can also be a wise investment.  BusinessCreator/ForLawFirmsOnly has a team of SEM Marketing Pros that can create and manage your Google AdWords and Facebook campaigns for you!

Edward Kundahl, Ph.D., M.B.A.

Ed can be reached at (or visit his websites)
855-943-8736
ed@forlawfirmsonly.com
www.BusinessCreatorPlus.com
www.ForLawFirmsOnly.com

 

 

https://www.forlawfirmsonly.com/?p=4796

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What is Link Retargeting?

To put it simply, link retargeting is just like traditional ad retargeting. The key difference is that instead of having to send customers to your site, you can display retargeted ads based on the link they click. And it can be any link – not just to your website.

Link retargeting really allows you to take your content, social, email, or even AdWords marketing farther! We’ve put together five key tips you need to know to get started.

Can I shorten a link to any content?

The short answer (pun intended!) is yes! You can shorten any link on any platform to any site. To make the most of your efforts, we recommend making sure the content is relevant to your brand. This way, you’ll improve the odds that your target customer will click.

As an example, Pampers is using link retargeting to target ‘first-time moms’. They chose to direct their audience to a relevant article in Parents Magazine: “How to prepare for your first baby?”

Link-Retargeting.pngStep 1: The advertiser posts “retarget” short links through social media, email, press or influencer platforms.Step 2: The service will retarget only those that click on the link. In this case, it will show 150,000 banner ads to 10,000 people.

Can I use link retargeting on a standard “long” link?

Link retargeting is not possible with a standard link. This is because it requires specialized technology that allows the link to place a retargeting cookie on the computer of the person who clicks.

We’ve developed this software to make it really easy for you to turn your standard links into retargeting short links. All it takes is the click of a button in your RetargetLinks dashboard.

Can I customize my short links?

Absolutely. Our short links are quite flexible, to allow you to have them appear exactly how you’d like.

You can customize the default re.tc links (this is a link to our patent for example: re.tc/patent). You can also request a short vanity URL (su.tt or jmpr.rocks are examples from some of our clients).

Note: In the vanity URL example, you’ll need to buy the short domain name first and then follow the instructions provided in your dashboard to start link retargeting using your own short links.

When running AdWords campaigns, you’re actually able to hide the short link within your AdWords ad link (see more here on how to set up a search retargeting campaign).

How many ads will be shown and where?

Our default volume cap (the maximum ads we show per person) is 15. This displays up to 9 ads per week, 5 ads per day, and 2 ads per hour, depending on the audience. We do this to keep your brand top of mind over a two to three week period, following the launch of your campaign.

We display banner ads just like a traditional retargeting tool. Your ads will display in Google AdX, OpenX, Rubicon, AppNexus and other real-time bidding platforms across premium online publications like Vogue, Elle, Fortune, FastCompany, Wall Street Journal and all other ad-supported sites.

How do I know if my link retargeting campaign is working?

There are three key metrics we use to determine whether a link retargeting campaign is working. They are: link clicksad clicks, and conversions. We’ve included some steps here to show you how to measure these metrics.

Step One – Measure Your Link Clicks

Make sure your link retargeting campaign is reaching your target audience. Emails, online articles, social media posts, newsletters, press releases, and even Google AdWords are all ways for you to share your short links.

If you’re just starting or are looking to reach out to more targets, we recommend using RetargetLinks as a prospecting tool. You can do this by boosting posts on social media channels, or paying for ads in Google AdWords.

Then, you can tell if your campaign is working by looking at the number of link clicks on your Links Dashboard (see below).

Retargeting-Link-Dashboard.pngPictured above is the Links Dashboard> Here, you can monitor the efficacy of your audience building (or number of cookies dropped) for each campaign.

If you’re sharing the right content to the right audience on the right channels, you’ll have a lot of clicks. The example you’ll see next is from a campaign run by the team at Traction Conference. As a result of their RetargetLinks content campaign, they had 85,138 clicks (58,296 unique) from 873 links shared via their email newsletter (direct), Twitter and Facebook pages.

Step Two – Measure Your Ad Clicks

The second indication to help you measure your campaign is to look at the number of ad clicks on your Ads Dashboard. See below the example from our friends at Traction.

Monitoring-Link-Retargeting-Campaigns.pngShown above is the RetargetLinks Ads Dashboard. Use this to monitor the efficacy of your retargeting link ad campaign.

When you display relevant and compelling banner ads, you’ll catch the attention of your targets and encourage them to click to find out more.

Helpful tip: banner ads are most effective when they have consistent branding, simple messaging, a clear call-to-action (CTA), and even some element of animation. 

In the above example, Traction Conference managed to display 161,340 retargeting ads to most of the 58,138 people that clicked on their short links. Out of those, 422 people clicked for a 0.26% click-through rate. Note that this is three times the 0.10% average for banner ad performance!

Step Three – Measure Your Conversions

The final indication of performance is to look at the number of people that land on your page and ultimately the number of those that convert by purchasing your product or subscribing to your service.

In the case of Traction Conference, 947 people landed on the marketing page and 186 actually went on to purchase a ticket for the conference. The team was able to achieve a 20% conversion rate. Note that this is 10 times greater than a typical retargeting ad conversion rate.

Summary

Hopefully if you’ve made it this far down the post, you have a better idea of how link retargeting works. Now you are ready to make the most out of your campaigns.

If you have any questions, don’t hesitate to drop us a line as we’d love to hear from you! If you’re ready to get started, click here to create your first shortened retarget link!

Edward Kundahl, Ph.D., M.B.A.
President
BusinessCreator, Inc.
ed@businesscreatorplus.com
www.BusinessCreatorPlus.com
www.ForLawFirmsOnly.com

https://www.businesscreatorplus.com/?p=7578

Why The Best SEO Firms Don’t Offer Guaranteed Results


This is a follow up to my blog post from August 10th. I am sharing this article to further make my case about SEO guarantees. SEO Agencies don’t work for Google and they can’t control their algorithm. The only guarantee that we can offer to clients is to do the work to the best of our knowledge, to the best of our ability and with their best interests in mind.
https://www.forbes.com/sites/joshsteimle/2014/12/16/why-the-best-seo-firms-dont-offer-guaranteed-results/#65e0778f9f8a

Why You Need Search Engine Optimization-SEO For Local Businesses


New businesses can find the idea of SEO intimidating and often confusing. You can find a lot of information about SEO, implementation strategies, latest industry trends and so forth. But it’s difficult to figure out the basics of why SEO is benefic…
https://www.businesscreatorplus.com/why-you-need-search-engine-optimization-seo-for-local-businesses/

Implementing SEO For Small Businesses


SEO For Small Businesses
We use the internet for finding services near us, much more now than ever before. Google dominates the search engine scene and you can search for anything that you fancy and find relevant content about it. If you’re a busi…
https://www.businesscreatorplus.com/implementing-seo-for-small-businesses/

5 SEO Techniques that can Double Your Search Traffic


According to HubSpot, 80% of a website’s traffic originates from a search query. That should give you an indication of why ranking towards the top on Google is important.

If you’ve read the search engine giant Google’s guidelines you’ll kn…
https://www.businesscreatorplus.com/5-seo-techniques-that-can-double-your-search-traffic/

Five Tips on Hiring an SEO Firm for Your Law Practice


While there are infinite ways to spend money marketing your law firm, only some will deliver the right return on investment. In my experience, especially in today s increasingly digital marketing environment, finding and working with the right search engine optimization (SEO) firm is still one of the best investments a small law firm can make. Continue reading “Five Tips on Hiring an SEO Firm for Your Law Practice”
https://www.forlawfirmsonly.com/five-tips-on-hiring-an-seo-firm-for-your-law-practice/