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Search Marketing for Law Firms

with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Trada



Dan has been managing paid search campaigns for more than 6 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.



Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.

http://www.Rosen.com/

https://cc.readytalk.com/cc/schedule/DivorceDiscourse.com


• Bidding on competitive keywords• Geotargeting• Search Engines: consider more than Google

• Return on Investment and the lifetime value of clients

• Offline Branding – power up your PPC with content you already have

SEM for Law Firms


Bidding on competitive keywords

SEM for Law Firms


Paid Search for Law Firms


Keyword price isn’t everything!

Competitive Keywords


• Bid price• Keyword relevance to ads• Keyword relevance to landing page

Quality Score


Remember, search engines reward optimization in addition to price.

Quality Score


1. Create very small, thematic ad groups.

SEM for Law Firms


2. Ensure that each of your keywords is represented in every ad within an ad group

SEM for Law Firms



3. Use your keywords in the display URL

Missed opportunity

Competitive Keywords


4. Include Keywords in your landing page

SEM for Law Firms


Avoid this mistake!

SEM for Law Firms

law firm Georgiaattorney Atlantalegal advice find a copyright lawyer in Georgia


• Write a compelling ad that sets the searcher up to convert

• Drive traffic to a landing page designed to convert

Conversions


• Use all 70 characters• A Call-to-Action (CTA)• Title casing• Check grammar and spelling• Be conversational• Always test!

Ad Copy



1. Use all 70 Characters.

Legal AdviceDenver Law FirmIn Business 30 YearsKaplanLaw.com

Ad Copy



2. Use a Call-to-Action.

Divorce Lawyers in ColoradoClick Now to Setup Your Free In-Office Consult. Professional and Fast.KaplanLaw.com/divorcelawyer

Ad Copy



3. Use Title Casing.

Divorce Lawyers in ColoradoClick Now to Setup Your Free In-Office Consult. Professional and Fast.KaplanLaw.com/divorcelawyer

Ad Copy



4. Check your grammar!

Divorce Lawyers in ColoradoCall Us Today for Profesinal FamilyLaw Services and More.KaplanLaw.com/divorcelawyer

Ad Copy



5. Be conversational.

Need a Divorce Lawyer?We’re ready to help! Professionaland Compassionate Legal Help.KaplanLaw.com/divorcelawyer

Ad Copy



• Create 4 ads for each ad group• Write 4 different messages

Need a Divorce Lawyer?We’re ready to help! Professionaland Compassionate Legal Help.KaplanLaw.com/divorcelawyer

Need a Divorce Lawyer?We’re ready to help. Schedule yourFree Consultation Today.KaplanLaw.com/divorcelawyer

Ask a Lawyer: Divorce Law12 Divorce Lawyers are Online!Click to Chat and Get Help Now.KaplanLaw.com/divorcelawyer

Divorce Lawyers on Demand12 Divorce Lawyers are Online!Click to Chat and Get Help Now.KaplanLaw.com/divorcelawyer

6. Always test!

Ad Copy


• Don't drive traffic to your homepage.

• Have a big, shiny, clear, compelling call-to-action.

• Don't let them get away!

Drive Traffic to the Right Landing Page



Dan has been managing paid search campaigns for more than 8 years. In addition, he is a PPC thought leader and has presented on paid search best practices and strategies, published articles across the web, and has spoken on search engine marketing panels. He is really into bikes, and he currently works for the Trada account management team.


• Geotargeting

• Multiple Search Engines

• Online Branding

• Calculating Your ROI

SEM for Law Firms


Geographic Location

SEM for Law Firms


Search Engines

SEM for Law Firms


Online Branding

SEM for Law Firms


Calculate your Client Lifetime ROI

SEM for Law Firms



Lee Rosen has been a divorce lawyer for 24 years. His firm serves most of North Carolina. He has served in numerous capacities in the American and North Carolina Bar Associations and is the 2010 winner of ABA Award for Excellence in E-lawyering. His firm website is at Rosen.com and he blogs about law firm marketing, technology and management at DivorceDiscourse.com.

http://www.Rosen.com/

https://cc.readytalk.com/cc/schedule/DivorceDiscourse.com


• Create a ton of relevant content• Utilize videos, podcasts,

downloads• Use a clear call-to-action• Offer value• Position yourself as a leader

Be an online marketing hero


What is Trada?

Trada is completely different. With Trada, you can have multiple PPC experts working on your campaign at the same time – generating massive volumes of keywords, writing custom ads, and constantly optimizing.


Why Trada?

The results are better than if you did it yourself, or used an in-house PPC team.

And it costs the same amount as if you were to do it in-house.

There are no management or startup fees to use Trada.


Questions? Now’s the time to ask.

Why Trada?


Thank you!

Thank you for joining us!

www.trada.com

For questions about the presentation: [email protected]

For more information about Trada or a tour of the Marketplace: [email protected]

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