Thomas Sullivan
Thomas Sullivan Justia
Samantha Larrus
Samantha Larrus Justia
Introduction to Google Ads Pay-Per-Click for Lawyers PPC & Lead Advertising for Lawyers
Overview AI Webinar Summary
Introduction to Google Ads Pay-Per-Click for Lawyers: PPC & Lead Advertising for Lawyers

Whether you’re starting a pay-per-click (PPC) campaign from scratch or you already have experience, this webinar will provide you with valuable information. Google Ads, in particular, is the most popular PPC advertising platform used by lawyers. In this webinar, we’ll explore why lawyers use PPC and what lawyers should target as part of an effective marketing strategy. In addition, we’ll discuss the basics of setting up a campaign, and tips for running PPC on a budget.

Topics covered include:
SEM (Search Engine Marketing) Legal Marketing
Agenda:

  • Why Lawyers Run PPC Ads
    • Background on PPC
    • Why PPC Matters to Legal Marketing Strategies
  • What Law Firms Should Target
    • Three Main Types of Target Keywords to Consider
  • Basics of Setting Up a Campaign
    • Overview of Campaigns and Ad Components
  • Running PPC Ads on a Budget
    • Budgets, Bidding Strategies, and ROI
Duration of this webinar: 90 minutes
Originally broadcast: October 26, 2022 11:00 AM PT
Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

Introduction
The speakers, Samantha Larrus and Thomas Sullivan, are experts in legal marketing and Google Ads. The presentation will cover targeting, marketing, and converting in PPC advertising, emphasizing the importance of optimizing clicks. Samantha and Thomas note the differences between PPC and organic SEO.
Understanding PPC and Campaign Types
This section explains the basics of PPC, including its definition and why lawyers use Google Ads. It discusses the importance of targeting the right audience and the types of campaigns lawyers should run. Google Ads is highlighted as the most popular PPC platform due to its market dominance. The section also covers the structure of Google search results pages and the role of Local Services Ads.
Setting Up PPC Campaigns
This section emphasizes the importance of setting up a proper ad schedule to optimize PPC campaigns. It discusses the significance of targeting specific locations and excluding irrelevant ones. The section advises on using location targeting to improve ad performance and conversion rates. It highlights the need for a clear process to handle leads effectively, especially when using answering services.
Targeting and Keywords
This section covers the importance of using the user locations report to refine targeting strategies. It discusses demographic targeting options available in Google Ads, such as age, gender, and income. The section emphasizes the need to choose the right keywords and match types for effective targeting. It advises on setting up negative keywords to avoid irrelevant searches and improve ad performance.
Bidding Strategies and Ad Text
This section explains different bidding strategies, including manual and automated options. It highlights the importance of choosing the right strategy based on campaign size and goals. The section discusses the setup of ad text, emphasizing the use of multiple headlines and descriptions.
Ad Assets and Landing Pages
This section discusses the use of ad assets, such as call, image, and location assets, to improve ad performance. It emphasizes the importance of directing ads to dedicated landing pages for better conversion rates. The section advises on tailoring landing pages to specific keywords and practice areas. It highlights the role of quality score in reducing cost per click and improving ad performance.
Budgets, ROI, and Final Thoughts
This section discusses the importance of tracking leads and conversion actions to calculate ROI. It emphasizes the need for call tracking to improve campaign transparency and effectiveness. The section advises on running PPC ads on a budget by focusing on niche areas and specific locations. It highlights the importance of protecting investment through click fraud detection and prevention.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speakers
Thomas Sullivan
Thomas Sullivan Web Marketing Lead at Justia
Thomas Sullivan is a Web Marketing Lead on Justia Amplify Team, where he focuses on search engine optimization and search engine marketing. He has a BA in Economics and a BA in Communication Studies from UCLA, and Google Ads Search Certification. In addition to helping Justia and its clients with SEO and SEM marketing strategies, including Google Ads PPC and LSAs, Thomas supports UCLA Bruins Basketball and Football. He enjoys BBQs, hiking, and spending time with family and friends. He also has a chocolate lab named Champ and a cat named Wiley.
Samantha Larrus
Samantha Larrus Web Marketing Lead at Justia
Samantha Larrus is a Web Marketing Lead at Justia with over eight years of experience in the legal marketing field. While she helps Justia clients with both search engine optimization and search engine marketing, Google Ads is her area of expertise. She holds a BA in Creative Arts from San Jose State University, as well as a Google Ads Search Certification. In her spare time, Samantha enjoys frequenting Bay Area sporting events and spending time with her two dogs, Meatball & Ravioli.
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