Am I growing a brand? That is a question law firm owners should be asking themselves every day. If you just want to be a legal technician, run your small firm as essentially a one-lawyer office, make a living, and call it a career, cool, no need to worry about your brand. But if you have goals beyond offering your one-person legal service and you want to build a company that can become very valuable and much bigger than just yourself, then every day you should be asking yourself am I growing a brand?
Funny story time about that one time when I got cussed out by a lawyer… who then hired me!
One time I went on a sales call to local lawyer’s office to try to sign him up as a new client. My services were referred to this lawyer by an existing client of mine, so I assumed I was walking into a friendly environment and had an easy sell in front of me.
Are you a divorce lawyer and struggling to get the leads you need? Use these three AdWords tips to boost your leads, maximize your ROI, and get the very most out of your AdWords campaign, all without spending another dime or increasing your budget in the least.
Filter out the services you don’t offer.
Many lawyers get a lot of searches in the Search Terms Report that are completely irrelevant to what they offer. Thus, you must weed them out. If you only do divorce, you must block search terms like bankruptcy, injury, wills, estates, and every other type of legal service that has nothing to do with divorce. Add these other services you don’t offer as negative keywords.
Don’t be afraid to add lots of negative keywords. Go through your search terms report and do a fierce, exhaustive slash and burn. Gather and brainstorm all the terms you never want to show up on, and add them all as negatives.
When you do this, Google will redirect your daily budget towards the searches you DO want to target, like divorce lawyer near me and affordable divorce attorney.
Another tip: be careful to block terms that are too vague. If your divorce practice is in Atlanta, one search term you may want to block is local Atlanta lawyer. This term is not specific enough. Is this person looking for a divorce lawyer? They might be, but that’s the problem. They didn’t specify. There is an equally high chance that they are looking for an injury lawyer.
Don’t take that risk. Spend your precious advertising dollars on more absolute, specific search terms you know for sure can bring in a quality lead.
One of the sad things about getting older and hitting your 30s is that older relatives are also getting older and dying. I’ve had a to go to too many funerals lately, but that’s the way life goes. People get old and die. No solutions for that one yet. One of the few positives, however, about going to the funerals I’ve had to attend, has been reconnecting with people I hadn’t see in years. Many of these people last saw me when I was a boy or in high school. And now I’m a grown man with a successful business.
Since my self-identity is so wrapped up with my business (see coffee mugs with a picture of my face, via my logo, on them), much of the conversation with these people who haven’t seen me in years tends to go towards what I’m doing for work and my business.
I talk to lawyers every day. No, I’m not involved in hundreds of lawsuits or divorces or anything like that. The reason I talk to lawyers every day is because each and every day new lawyers are calling me to help them advertise their law firms and get more leads.
I run AdWords campaigns for many types of industries, but a major speciality of mine is working for lawyers. Early on in my AdWords management career I worked for a couple big law firms, I started getting word of mouth referrals, and next thing you know a few years later I’ve managed hundreds of law firm campaigns, millions of dollars in advertising budgets, and I’ve made a niche as “the law firm AdWords guy,” and I love it.
Many lawyers have told me how difficult the legal business is these days, as some say the supply of lawyers out there is somewhat large compared to the demand for legal services. And this has led to a very competitive operating environment for many law firms.
This competitive operating environment has made it very difficult to profitably run a law firm. Leads are drying up, and overhead is continuing to grow.
I’m a student of business, and I look at businesses as living, breathing organisms. And in the legal business, the main driver of stress is overhead. Overhead is like a gun at the head of the law firm’s business that could go off anytime and bring down the organization.
I know what it’s like. You’re sitting their looking the pencil on your desk (overhead!), your secretary (overhead!), your nice office (overhead!), the copy machine (overhead!), and that stupid piece of software your new office manager said you just have to have (overhead! Overhead! Overhead! Damn overhead!!!!). It’s stressful to be a lawyer these days.
But there is a way to overcome your overhead problems and actually make a profit and potentially build real wealth as a lawyer. The answer is not to cut and save $500 a month or something arbitrary on your overhead. The answer is to grow. The answer is to grow your law firm and case volume by living in a business world where every day you drown in a never-ending source of new leads. You wake up in the morning – new leads. You check your email after lunch – new leads. You talk with your office manager in the afternoon – new leads. The answer to profitably growing your law firm is to drown in a never-ending source of new leads. And in this article I set out to tell you how to do that.
Why use extensions at all? Any giraffe will tell you that an extension increases your reach for vital resources. In the case of advertisers like you, Google AdWords extensions increase your reach for new customers.
One of the top ways extensions expand your reach is that Google gives a higher quality score to advertisers who effectively use lots of the ad extensions. The higher your quality score, the less you have to spend to get to the top of search results. Which means you get more affordable leads!
Your quality score is an aggregate of your clickthrough rate, the quality of your ad, and the quality of your website. In Google’s eyes, you significantly increase the quality of your ad (and likely your clickthrough rate) when you use the ad extensions.
The question now is, which extensions should you add, and how?
Problem keywords waste budget. They are those irritating keywords in your campaign that cost too much, or aren’t converting well. Perhaps they are drawing lots of clicks but aren’t getting conversions. Or maybe the cost per click is high and the conversions are low. Either way, these little boogers can be an enormous detriment to a healthy Adwords campaign.
The great thing about pay-per-click advertising is that Google only charges you when your ad gets a click. Therefore, it is important to refine your Adwords campaign to maximize relevant, useful clicks that lead to conversions.
Refining your campaign also helps you avoid irrelevant clicks that waste your budget. Thus, weeding out your problem keywords is one way to hone your campaign and maximize quality clicks.
Tracking the leads you get from Google AdWords campaigns is crucial to understanding if you’re running profitable AdWords campaigns for your business or for your clients. When you track leads you’re able to compare the cost of the lead (CPA… cost per acquisition aka cost per conversion) to the lifetime value you get from that lead (LV… lifetime value).
If CPA < LV then you’re running a profitable campaign.
Meaning, if the cost per lead is less than the lifetime value you get from that lead, then your campaign is profitable.
In order to determine profitability, you have to track leads.
There are three ways to track leads from Google AdWords.
I’m someone who basically lives online. My career is online. My entertainment is online. I met the love of my life… online. Everything for me is online.
So when I saw this number this week I was shocked. 13% of American adults still don’t use the internet.
There are 318.9 million people in the US and 24% are under 18 years old. So that means there are 242 million adults in the US, and 31.5 million of them don’t use the internet at all! Only 1% of people 18-29 don’t use the internet, while a whopping 41% of people age 65 and older don’t use it.
So you’re advertising your business using Google AdWords and wondering how to improve your campaign. You worked hard to get your ads up and running, your campaign is going along, and the base work is done. But you worry every now and then (or all the time!) whether your ads are good enough.
You want them to be the best they can be, but you also don’t want to mess with the decent ads you already have running. What do you do? How can you improve your ad performance without interfering with the ads you already have running? To echo the old maxim, “Don’t fix what ain’t broke.” Or should you?
Ben Franklin once wrote,
“Without continual growth and progress, such words as improvement, achievement, and success have no meaning.”
Believe it or not, Franklin’s wise words are integral to excellent AdWords management. Writing & testing new ads is extremely important for any healthy campaign. No ad is perfect, and neither is any campaign. Trying out new ideas is often the key to discovering your new best ad. Why settle for second best?
The good news is, testing new ads is fairly easy. It doesn’t take a lot of time. And you can even try out new ads without pausing your old ads, run them for a while, and see which ads run better.