Google Ads are still the primary method by which most law firms that do utilize paid advertising do it.
That makes sense, as Google remains the web search giant.
But that’s not the only thing that remains the same — as it stands, many law firms still end up wasting money on Google Ads. So how do you get the most out of your online advertising spend?
We invited Jeff Lantz of Esquire Interactive onto the Non-Eventcast podcast to explain how to maximize the return on your Google Ad spend.
Jeff starts things off by talking about some basic preconditions: Why it’s important to build an SEO-friendly website (5:29), before Jeff offers up a basic definition of pay-per-click (PPC) advertising (3:37).
After that, Jeff jumps into the discussion of how to build a Google Ads campaign (10:58), including the potential utilization of landing pages (17:02).
Next, we address how law firms can create effective Google Ad content (21:47), including by relying on emotional responses from consumers (22:24).
Finally, Jeff covers how to best leverage keywords (23:06, 23:45), as well as how to calculate and make decisions about your advertising strategy based on clickthrough rates (20:52).
Whether you’ve never run a Google Ads campaign before, or if you’ve got some questions about your existing one, this podcast episode will help you to fill in the blanks. Plus, check out the companion video series, for even more Google Ads goodness.
Feel free to also check out our CRM Buyers Guide at the Non-Event for more on the latest resources. (The Non-Event is supported by vendor sponsorships.)
Jared Correia, a consultant and legal technology expert, is the host of the Non-Eventcast, the featured podcast of the Above the Law Non-Event for Tech-Perplexed Lawyers.
