Google Adwords offers a mobile ad option that instigates a call when someone selects your ad (rather than a click taking the user to a designated web address). This option is called “Call-Only”. In an industry where people are more likely to dial than fill out a form, your campaign is incomplete without a call-only ad.
Google Adwords allows advertisers to create ad groups that are targeted to different platforms. For example, you could have one ad group that is only for people on desktop computers. Another ad group could be for mobile devices. Your ad language and functionality should be slightly different depending on the device your users are on.
The concept of pay-per-call is nothing new, nor is it a Google invention. The first widely used pay-per-call platform (as best we can tell) goes back to a since-acquired company called Ingenio.
Ingenio was founded in 1999. In 2006, the company struck (more…)
When conducting a search on Google’s homepage, you may have noticed a little button to the right of “Google Search” which says “I’m Feeling Lucky”. Originally, the feature was a fun way to explore the web. Click “I’m Feeling Lucky,” and you go straight to the top-ranking website connected to your search while skipping the search results page. Today, Google uses the button to help Googlers discover art, food and even charities.
While it may be entertaining to play a game of “I’m Feeling Lucky” when meandering around the web, you shouldn’t rely on luck to get your law firm ranking high for local searches.
You may have noticed some law firms that are ranking pretty well in your local search results for your keyphrases. A lot of them probably have the following attributes:
1) A website with a lot of content
2) A website that has an established reputation
3) A solid link portfolio
Search engine marketing often focuses on getting top placement for the most popular keywords related to your law firm’s practice area. This strategy generally delivers the most leads, and it’s a solid approach. But when a big-city search doesn’t perform as well in the suburbs, a pay-per-click campaign might fill the void.
For several years, Google has been using the geographic location of the searcher to determine what search results to display. When you are looking for a place to eat, a mechanic or most other local services, you don’t have tell Google where you are. It knows. And people are catching on.
In most cities, keywords and phrases entered without a city descriptor are getting more traffic than keywords with them. Here are a few examples. The keywords below that do not include a city show the number of searches from within the previously identified city’s limits.
Los Angeles personal injury attorney (more…)
Many law firms see a mobile app as just another item on the list of desirable marketing tools. Once it’s built, they cross it off the list and don’t think about it again, even if it attracts very little attention. They don’t realize that an app needs a marketing plan of its own to really succeed.
If you build it, they won’t necessarily come.
Getting your law firm’s app in the Google Play or Apple store will not independently yield downloads. You have to convince people that your app offers something they can’t currently get from your website.
As a lawyer, knowledge is your product. People pay you for what you know and for the time you spend using that knowledge on their behalf. When someone goes to a doctor, they want to feel better. When someone goes to a lawyer, they want information and action.
You can draw people to your firm by (more…)