We’ve found the perfect combination of tools to bring your law firm more qualified leads from your PPC campaigns.
It’s our 3 point shot:
- PPC Ads (of course)
- Landing Page Development & Testing
- Intake Monitoring & Coaching Feedback
Each of these are key to consistently hitting 3 pointers.
That’s the feeling we get too.
Point 1 | Build a PPC Strategy for Mobile Users
Define Your Target Audience
- Who are your prospects and customers?
- What are they looking for or trying to accomplish?
- When are they usually online and searching for information about your service?
- Where are they, both physically and online?
- Why are they searching for information and why are you the best choice to fulfill their needs?
This insight helps you define your market and also drives your ad copy.
Determine Your Keywords
Keywords and phrases are the heart of your mobile PPC campaign. The keywords you choose to target tell Google AdWords and other ad platforms which user searches your ads should appear for and tell users what your product or service is about.
Make sure you use negative keywords, as well. This is how you tell Google which keywords and phrases you don’t want to appear for, helping you reduce wasted spend on clicks that aren’t likely to convert.
Optimize Ads and Landing Pages for Mobile
Research shows that 90% of people move between devices to accomplish their goal, with mobile search having great impact on the purchasing decisions. Ninety-two percent of searchers go on to purchase after a mobile search. Tailoring your ads and landing pages to match this level of intent is key to your mobile PPC success.
Dominate the Screen on Mobile
Second place is the first loser in PPC. Especially on mobile.
If you can land in the top spot your ads should own the screen space if they have been designed correctly. You can essentially push the competition right off the page. We’re constantly testing new ad formats to own more screen space.
Also, use sitelinks to segment your visitors and get way more relevant (which Google loves).
PUSH THE SECOND AD RIGHT OFF THE PAGE – lol
PPC Best Practices for Mobile
- Optimize for a mobile experience from start to finish
- Enable Ad Extensions across your campaigns
- Utilize sitelinks to segment prospects for a more custom experience
- Incentivize mobile searchers with calls to action
- Analyze performance, continue testing and constantly optimize
Point 2 | Targeted Landing Pages
We’ve developed a unique “hub and spoke” concept as our landing page strategy. For example, in personal injury law, the hub is the accident type, e.g. car accident, nursing home, etc. This hub is the page that a prospect sees after clicking the ad’s headline.
Our spoke pages are injury-specific. We commonly build pages “neck & back injury, “ “head & brain,” “broken bones,” etc. These pages appear as site links in our ads and drastically increase the relevance of our ads to the claimant. These sitelinks also drive competitor ads further down the page and allow us to dominate the search results page on mobile.
We constantly split test landing pages to get the highest call rates – we never stop testing. With constant testing it is not uncommon for our landing pages to convert over 25%.
We rarely include contact forms on our mobile pages. Your prospects want to talk to someone and find out if they have a potential case right now, and you don’t want to lose this opportunity to another firm.
Attached is a visual of the “hub and spoke” concept with the search results page at the center and the landing pages connected to the applicable links in the ad.
Landing Page Best Practices for Mobile
- Have a ‘clickable’ phone number on your page
- Don’t use any lead capture forms
- Optimize your page for mobile
- One campaign per landing page
- Use header tags
Point 3 | Intake Coaching & Call Monitoring
Nothing can cripple a solid PPC campaign like poor intake.
Without great intake you will be dropping leads left and right. We’ve listened to thousands of inbound calls and have heard the best, and the worst.
We monitor calls and provide you with feedback on your team’s intake, becoming a safety net to ensure you don’t lose good cases. We’ve helped clients avoid losing 6-figure cases by providing immediate feedback when intake dropped the ball on a call.
Listening to calls is really time consuming, but it’s critical. The results and insights it provides us are invaluable and helps us help you reach your goal of more signed cases.
Intake Best Practices for Law Firms * back to basics! *
- Promptly answer the phone
- Speak clearly
- Have some empathy – callers can be distressed
- Minimize the handoffs
- HAVE A STRONG AFTER HOURS SERVICE!
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