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Scaling Your Practice Profitably with Google AdWords Jacob Baadsgaard Founder and Chief Executive Office Disruptive Advertising
Scaling Your Practice Profitably with Google AdWords
Jacob BaadsgaardFounder and Chief Executive OfficeDisruptive Advertising
Scale Your Practice Profitably Using Google AdWords
Hello!I am Jacob BaadsgaardCEO, Founder of Disruptive Advertising
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Results & Relationships
First, Let Me Introduce Who Makes Disruptive GreatResults & Relationships
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Legal Marketing Overview
● Most law firms spend around $5,000+ a month on marketing● On the higher end, around $400,000 annually● Generally spent on print, tv/radio ads
There is a better way to get more bang for your buck!
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Traditional Marketing Limits Success...
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By the time you have read this, people
around the world will have asked Google 500,000 questions
(estimated time to read 6 seconds)
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85% of Clients Will Use the Internet to
Find You
More than HALF of searches are on mobile
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Today Future
2016
1.5 Trillion Searches
142 Billion Searches
1 Billion Searches1999
1+ Trillion
searches on mobile in 2016
equal to all searches from
1999-2013
2 Trillion Searches
2009-2015
2000-2008
So… Is Search Still Growing?
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Are You Getting Left Behind?
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Why is the Legal Industry Hesitating to Invest More
in AdWords?
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4,000+ Audits Show Us That 76% of AdWords Budgets Are WASTED!
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Your Intuition May Have Been Right...
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...If You Don’t Do It Right, You’ll Waste a
Lot of Money
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Performance Over Time You Can Expect From Paid Search
When Done Correctly in Isolation
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Performance Over Time You Can Expect From Paid Search
When Done Correctly with Other Marketing Channels
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2X-4X Better!
Are You Kidding Me?● Stop wasting 76% of your budget
AND
● Get 2-4X more from your budget once it’s fixed
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Disruptive Case Study
Here’s How We Do It
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It’s All About Timing...
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1 : 1 : 1
Keyword > Ad > Landing Page
Retargeting
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GOOGLE AdwordsDON’T
● Spread your budget too thin focusing on too many practice areas
● Say what everyone else is saying “Free Case Review”
● Write generic ad or landing page copy
DO
● Focus on your most profitable cases first
● Target keywords clients use ● Create location-specific
campaigns and ad copy● Use dynamic headlines
(auto vs car injury lawyer)● Implement call tracking● Match landing pages to the
emotion behind the search
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Correctly Done - Desktop/Laptop
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Correctly Done - Desktop/Laptop
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Correctly Done - Mobile
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Incorrectly Done - Mobile
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Dynamic Landing PagesKeys to successful legal landing pages:
● Specific to the purpose of the ad/campaign● Simple, UX-friendly design● Attention grabbing copy ● Quality and professional visuals● Dynamic, location-specific headlines
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Correctly Done
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Incorrectly Done
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Incorrectly Done
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Dynamic Landing PagesDO
● Create detailed pages for specific areas of practice
● Use intent-based targeting
● Focus on location ● Keep branding consistent
with website● Include an effective CTA
DON’T
● Create an “umbrella” landing page for all of your firm services
● Create unnecessary links, be simple!
● Use generic stock visuals and copy (“No fees till we win your case”)
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Hyper Local Geo-TargetingLocation is the key to legal advertising success:
● Reference specific areas in content● Use geo-targeting in Facebook and social ads● Target locations in 15-20 mile radius of your firm● Create dynamic ads and landing pages referencing location
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Hyper Local Geo-TargetingDO
● Create campaigns with specific radiuses
● Reference location (especially cities) in your ad and landing page copy
● Be mobile friendly
DON’T
● Use demographic targeting
● Use radiuses larger than 15-20 mile radius of your firm
● Use generic location parameters
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Pro Tip: Account structure is not enough
Don’t spread your budget thin by bidding on all legal practice areas.
Maximize market share on your most profitable cases first and then start to expand.
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Avg Results We See In First 12 Weeks
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“But I Already Rank Well Organically?”
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Exposure to paid + organic almost doubled a user’s likelihood to visit a brand’s website
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Drive InteractionsOnline performance % change when integrating
Organic Search & Paid Search
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Doing it Right is Worth the Investment
Don’t become a statistic!
● 76% of budgets are wasted by finding a cheap solution
● Build your campaigns, ads, and landing pages the right way
● Grow your firm at the rate that makes sense for you with a new
client dial that can be turned up or down as needed.
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TIME TO UP YOUR GAMEHere’s how we can help you today:
● Free Audit with our software
● 5 Recommendations on how to improve your website experience
● Free growth strategy consultation w/deliverable
Breakout Sessions @ 11:25 am
A: Creating Compelling Content Through Video, Podcasts and Other Marketing to Reach the Millennial Audience Ballroom EF
B: Blueprint for Using Mentoring to Improve Your PracticeBallroom H
