We make law firms grow. Ask us how. · Why Pay Per Click, When You Can Pay Per Call? The purpose of Live Attorney Leads is to eliminate the stress and uncertainty of internet marketing

We make law firms grow. Ask us how.

Lead Generation-Live Attorney Calls, PPC, Retargeting

Sponsored by

Presented by

Agenda

About BusinessCreator, Inc. and me

About the Power Practice Builder Webinar Series

Topics

Goals

How To Get Your Phone To Ring

About BusinessCreator, Inc.

BusinessCreator is a full-service local search, lead generation

and mobile marketing agency specializing in innovative and

engaging local and mobile programs, promotions and

campaigns.

Our goal is to increase your online presence and convert

your website traffic into new clients.

Holistic approach to local search marketing


Holistic approach to local search marketing:

Local Search Marketing and LSEO

Citation and Directory Building

Lead Generation Platform-All In One Marketing Solution

Live Attorney Leads GUARANTEED Quality Calls

Reputation Marketing-5 Star Reputation Program



WebCreatorPlus Custom Rent-To-Own Websites

Lead Generation Websites

Website and Online Marketing Audits

Social Media Marketing (SMM)

Video Marketing-production, SEO, syndication

PPC

Retargeting



Mobile Websites

iseekLaw Mobile App Directory

iseekLaw Mobile Website Directory

Mobile Apps

Mobile Marketing

Mobile Display Advertising-NearYou Mobile Marketing

Consumer Financing For Legal Services

Me

Power Practice Builder Webinar Series

Webinar Topics-found on

www.forlawfirmsonly.com

1. Local Search Marketing for Law Firms

2. Why Are So Many Businesses Struggling With Mobile

Marketing?

3. Mobile App Marketing For Law Firms-Daniel Rosemark, Esq.

4. Lead Generation-Live Attorney Leads Program, PPC,

Retargeting

5. Social Media Marketing and Reputation Marketing

6. Video Marketing

http://www.forlawfirmsonly.com/


Webinar Topics-found on

www.forlawfirmsonly.com

Future webinars will focus on specific topics

Open invitation to attorneys-anyone who would like to

participate in our Power Practice Builder Webinar Series

should contact me at [email protected] or call me

at 855-943-8736

Future podcast series. We are inviting attorneys and law

firm marketing experts to participate in a question and

answer weekly podcast beginning January 2016.

http://www.forlawfirmsonly.com/

mailto:[email protected]


Goals of the Power Practice Builder Webinars

Educate attorneys on best practices in local search marketing to

help them make informed decisions on how to best spend their

marketing dollars for the greatest ROI.

It is about learning what will get your phone to ring, your next

appointment, your next client.

It is NOT intended to be an Local SEO Marketing program for digital

agencies

Not that level of detail and not that technical

Most lawyers do not have time or patience to do their own local search

marketing

Lawyers should be practicing law and not practicing my craft

Lead Generation Uncovered-Why It Matters

Reasons why local lead generation will help attract new clients to

your firm:

93% of online experiences begin with a search engine

The majority of web traffic is driven by the ‘Big Three’ search

engines-Google, Bing and Yahoo

(Search Engine Journal)

Who cares?

94% of search engine users choose organic over paid listings1

77% choose organic search engine results when purchasing2

Organic click-through generates 75% higher conversion rates

than PPC3

(1,2,3 Search Metrics)







Legal Marketing Stats Lawyers Need to Know- Using market trends to inform your law firm marketing efforts is a must for solos and small firms that have limited budgets and resources to market their firms.

Google recently aggregated research from FindLaw and its own inhouse data to provide a look at the legal market trends that should shape your legal marketing initiatives:

74% of prospects beginning a search online end up contacting the office via phone. (FindLaw U.S. Consumer Legal Needs Survey 2014)

87% of people who contact an attorney go on to hire an attorney and 72% of them only contact one attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014)

96% of people seeking legal advice use a search engine. (Google Consumer Survey, Nov 2013)


38% of people use the Internet to find an attorney. (FindLaw U.S. Consumer Legal Needs Survey 2014)

62% of legal searches are non-branded (i.e., generic: “Phoenix divorce attorney,” etc.). (FindLaw U.S. Consumer Legal Needs Survey 2014)

74% of consumers visit a law firm’s website to take action. (Google Legal Services Study Sept 2013)

25% of people researching legal topics visit

YouTube during the process. (YouTube Internal

Data 2012)

85% use online maps to find legal service

locations. (Google Legal Services Study Sept 2013)

69% use both a smartphone and a PC for

research. (Google Legal Services Study Sept 2013)


31% of all law firm related website traffic comes

through mobile search (FindLaw Aggregated

Hosted Site Data 2014)

71% of people looking for lawyer think it is important

to have a local attorney. (FindLaw U.S. Consumer

Legal Needs Survey 2014)


So what do you need to do to convert leads based

on these facts?

Here are a few action steps:

Provide multiple contact options — phone, email,

online chat, etc.

Provide a mobile-friendly version of your website.


Have an intake system that allows consumers to

reach your firm on the first call and intake

specialists trained to convert consumers into clients.

Concentrate on local SEO to ensure your website

shows up well in local search.


Live Attorney Leads – What Is It?

Live Attorney Leads is a unique Pay Per Call

Marketing program specifically catering to the legal

industry.

Our team of internet marketing professionals

officially launched the program after test phases in

December of 2014. Ever since that time, the law

firms that have signed up for a call package

continue to renew and enjoy the results that each is

receiving thanks to the Live Attorney Leads

Platform.


It truly is a no brainer when it comes to law firm

marketing.

Your law firm pays a monthly fee, and you can

expect a specific amount of qualified calls month in

and month out.


It truly is a no brainer when it comes to law firm

marketing. Your law firm pays a monthly fee, and

you can expect a specific amount of qualified calls

month in and month out.

Other lead generation sources provide the same

leads to 3-5+ other law firms and you wind up

chasing the lead.

Why Pay Per Click, When You Can Pay Per Call?

The purpose of Live Attorney Leads is to eliminate the

stress and uncertainty of internet marketing for law firms.

Attorneys no longer have to worry about finding a PPC

structure that works, bogus lead sources, or directories that

don’t pay off.

When you buy into Live Attorney Leads, you pay a fee, and

you are GUARANTEED quality calls.


Our leads are exclusive to our client-each lead we generate is only provided to one client.

High ROI-Our clients are averaging 7 consultation calls per 10 leads!

High Retention Rate-current clients love the service and continue with us

WE DELIVER RESULTS-Our Performance is Guaranteed!

Here is what to expect from Live Leads:

Expect to receive calls 5-7 days after you sign up

We only count quality calls

Exclusive leads-each lead is only sent to one law firm

No chasing leads like other lead generation programs

This is NOT a PPC program

Pay Per Click costs hundreds to thousands of dollars each

month with

NO GUARANTEE your PPC campaigns will be effective. PPC

Cost Per Lead is unpredictable!

Quality calls are considered minimum 2 minutes in length

We do NOT count solicitation or duplicate calls

We DO NOT count calls outside your practice area

No long term contract and month to month billing

You are in control of quantity of leads

Here is what to expect from Live Leads:

Market Limits-We serve limited number of attorneys in your practice area per location

Direct call from our lead generation platform

Call transfers from our office

Email notifications

Text notifications

You don’t pay for solicitor or unwanted calls

Online access and reporting daily

Minimum order of 10 leads, maximum of 50 per law firm per month

You WILL NOT be charged additional monies for the extra calls delivered

You may cancel your program at any time with a 7 day notice of cancellation

How Is It Tracked & Measured?

You will be setup with a user account on our live online call

tracking system

We setup a unique tracking number that routes calls to your

office or cell phone.

Listen and Download Each Call

Records Date and Time of Call, As Well

As Receiving Phone Number


How Do We Guarantee Leads and

Deliver Them To Your Law Office?

There are a few ways we

deliver these leads to our

clients:

• Keyword Based Domain

Names w/Heavy SEO that

we own and manage

• Article Content & Blogs

• Mobile Marketing

• Social Marketing

• Generic Keyword Based

Social Media Landing

Pages

• Online Directory Partners

• Lead Vendors

• Traffic Vendors

Live Attorney Leads Pay Per Call Program

Calculated Risk

This program provides every law firm with a

chance to grow and invest in a marketing

program that provides a small or calculated

risk. Here is why:

We Eliminate The Guesswork of Trying To

Figure Out PPC, Social Media and Other

Forms of Internet Marketing

You Pay For Results, Not Costs of Marketing

You Pay Per Call Not Per Click

Calculated Risk

Per Call Pricing Is Less Than PPC Pricing

No Long Term Contracts – Month To Month

You Control Your Campaign, You Decide

What Makes Sense For You When You

Order

Calculated Risk

Who cares?

94% of search engine users choose

organic over paid listings1

77% choose organic search engine

results when purchasing2

Organic click-through generates

75% higher conversion rates than

PPC3

(1,2,3 Search Metrics)

PAY PER CALL PRICING

TIER 1 …………………$99.95 Per Lead

TIER 2…………………$119.95 Per Lead

TIER 3…………………$149.95 Per Lead

3 Tier Pricing Based on Practice Area

Family Law, Bankruptcy, Business Law,

Real Estate Law, Tax Law, Labor & Employment Law

Criminal Defense, DUI, Social Security Law,

Civil Litigation Law

Personal Injury, Property Damage, Wrongful Death,

Medical Malpractice, Workers Compensation Law

3-Pack

AdWords=

PPC

AdWords=

PPC

Maps

The Changing Landscape

3-Pack

AdWords=

PPC

Directories

Map pins


Directories

First

Organic

Listing



AdWords (PPC) always prominently displayed ($$$)

If you are logged into Google account-”G” knows

where you are located and will deliver results based

on your local

Directory Listings are important-Barnacle SEO

Some searches results in no “Pack” at all-Google is

moving towards total Local Organic Listings

Google SERPS-search results page is in flux-

Google is experimenting with SERPS

PPC

Pay Per Click

What is the secret to reaching Google page #1

without doing SEO?

What is PPC?

Pay per click advertising is form of online

advertising where your ads are displayed in front of

users when they use the keywords you target as

they make searches in search engines.

Advantages of Pay Per Click Marketing

Looking for instant traffic?

Interested in targeting your potential customers with

online ads set to only appear at a certain time for a

specific geographic location?

Get instant traffic online with Pay Per Click


The position of your ads against your competitors

will depend on how much you are bidding for your

target keywords and your quality score.

Depending on the campaign settings, your ads may

also appear on various sites that are part of the

Google, Bing and Yahoo! networks.


There are many options to target your customers

Some of the targeting options are by device,

location, language, scheduling, and keyword

matching.

When they click on any of your ads, they are

directed to a landing page on your website where

you can convert them to leads or customers via an

inquiry or contact form.


Pay per click advertising allows you to reach the

first page of Google instantly even for highly

competitive keywords.

You only pay for clicks. With traditional advertising,

you pay a huge amount for media exposure to a

wide audience but are unable to target users based

on actual search and intent.


Rapidly deployed-nearly instant traffic to your

custom landing page created for conversions

With PPC, you get exposed to a targeted audience

and pay only when someone actually clicks on your

ads.

Cost per click depends on “Quality Score”


Even if we are displaying banners with your phone

number on them, you do not get charged when

someone calls your phone number, only if they click

on the ad.

In essence, you get FREE phone

Pay Per Click Marketing

“Quality Score”

Quality Score is a variable used by Google, Yahoo! (called Quality

Index), and Bing that can influence both the rank and cost per click

(CPC) of ads.

To determine the order in which ads are listed, each ad has the

following formula run against it: bid * Quality Score. Ads are then

listed in descending order based on the result of that equation.

The exact weight of Quality Score versus bid has not been revealed

by any of the major search engines, and each company has stated

that they reserve the right to continually adjust their ranking

methodologies.

https://en.wikipedia.org/wiki/Google

https://en.wikipedia.org/wiki/Yahoo!

https://en.wikipedia.org/wiki/Bing

https://en.wikipedia.org/wiki/Cost_per_click

https://en.wikipedia.org/wiki/Search_engines


“Quality Score”

Factors in determining Quality Score

1. Click-through rate-most important for Google

a. (CTR) of the keyword and matched ad

b. overall historic CTR of the entire AdWords account

c. the historic CTR of the display URLs in the ad

group


“Quality Score”


2. Ad copy relevance

relevance of the ad copy to the keyword

ads with ad copy that contains the keyword will

have a higher Quality Score than ads with ad copy

that does not contain the keyword.


“Quality Score”


3. Landing page quality

landing page quality is a factor in determining

Quality Score. Landing page quality generally refers

to whether or not the page contains relevant and

original content and the navigability of the site.

https://en.wikipedia.org/wiki/Landing_page


“Quality Score”


4. Landing page load time

In June 2008 Google revealed that landing page

load time impacts Quality Score.


“Quality Score”


5. Geographical considerations

Google has revealed that the accounts performance

in the geographical region where the ad will be

shown impacts Quality Score.


“Quality Score”


6. “Other Factors”

speculation in the search engine marketing (SEM)

community that Google is using on-site conversion

data in its Quality Score formula?

https://en.wikipedia.org/wiki/Search_engine_marketing


Unlike SEO, which can take time to build rankings, PPC immediately

establishes an online presence, requires no real build-up time, and generates

ROI much more quickly when done right.


1. You only pay for clicks-you only pay when someone

actually clicks on your ads, which means that a

campaign sending you only a small amount of traffic will

cost you a very little amount of money and a campaign

sending you a lot of traffic which would cost you more

money. In short, with PPC you get what you pay for.

2. Traffic is targeted-When you use PPC, your ads will be

placed on search engine results pages based on the

keywords typed by search engine users.


3. You Have Control of Budget and Scheduling-With PPC,

you can set a maximum budget on a daily or monthly basis. This

allows for some flexibility, either when you just want to test a

campaign, test new keywords, or massively increase the size of your

campaign because the ROI has proven itself. You may also effectively

schedule your ads to appear based on what you think the days of the

week or time of day your target market is searching for a product or

service you offer.

4. Fast, Measurable Results-Every keyword that triggered your

ads to be displayed (impressions) and every click or click through rate

(CTR) and the cost per click for every keyword (CPC) is tracked and

measured. Conversions can also be tracked when they make a phone

call, when they sign up to your newsletter or fulfill an order form and

make a payment. Since results can be measured daily, weekly or

monthly, this allows for systematic optimization.


What are Your Competitors Doing?

Your biggest competitors most likely have done PPC or are probably doing PPC.

One survey shows that online marketing savvy businesses have a strong focus

on paid search (PPC). Some 90% of marketers are either retaining or increasing

their PPC spending for the year ahead.

PPC is also often used to supplement SEO efforts, as SEO mostly makes

an impact on search rankings in the long term.


What are Your Competitors Doing?

Online Marketing Budget Allocation

Google AdWords Remarketing

What is Google AdWords Remarketing?

Remarketing (also known as retargeting) is an advertising

method introduced by Google that allows you to serve

tailored advertisements to people who have visited your

site.

This method gives your prospects another chance to hire

your law firm–even after leaving your website.

In Remarketing, advertisements are displayed to an

“audience” that has displayed interest by visiting your

website.


What is Google AdWords Remarketing?

Remarketing (also known as retargeting) is an advertising

method introduced by Google that allows you to serve

tailored advertisements to people who have visited your

site.

This method gives your prospects another chance to hire

your law firm–even after leaving your website.

In Remarketing, advertisements are displayed to an

“audience” that has displayed interest by visiting your

website.



Why Engage in AdWords Remarketing? High Visibility-Your ads will be all over the place.

You will look like a big advertiser, an established company,

to your web visitors.

Branding & Recall-Your positive ad messages will long be

identified with you and will also help people remember your brand easily.

Cost-efficient-You only get charged for clicks, while you could virtually

get thousands or millions of impressions (free branding).

Free traffic-Due to high visibility, branding and recall, those who saw

your remarketing ads may just as well type your URL directly, or Google

your brand name, which avoids the cost that will incur when someone

clicks on your ads.


Why Engage in AdWords Remarketing?


How Big is the Google Display Network?

The Google Display Network (GDN) is the world's largest display advertising

network, which includes Google properties such as YouTube, Blogger, Gmail,

and 2 million other websites like USA Today and New York Times.

The Google DisplayNetwork serves 180 billion impressions each month or

about 6 billionimpressions a day.(comScore)

Google display network reaches 90% of global Internet users. (Google

Benchmarks and Insights)


How Big is the Google Display Network?

The average click-through rate of an ad on the Google DisplayNetwork is

0.4% -- four times as high as the average banner ad and almost ten times as

high as a Facebook ad.(WordStream)

AdWords remarketing is not only great for driving visitors back to your

website to convert but is also great at improving your branding which in

effect increases conversion and customer retention.

How does your business and website appear?

Tools to check

www.localsearchprofiler.com –Check How Your Business Appears

Online (Citation Report) and Reputation Report

https://www.google.com/webmasters/tools/mobile-friendly/

check how your site appears on a mobile device.

Contact me for a Free website evaluation/audit

Contact me for copies of slides

Contact me for book “Internet Marketing For Local Business”

Ed Kundahl, Ph.D., M.B.A.

855-943-8736 ext. 101

[email protected]


http://www.localsearchprofiler.com/

https://www.google.com/webmasters/tools/mobile-friendly/

mailto:[email protected]

We make law firms grow. Ask us how.

Lead Generation-Live Attorney Calls, PPC, Retargeting

Sponsored by

Presented by

We make law firms grow. Ask us how. · Why Pay Per Click, When You Can Pay Per Call? The purpose of Live Attorney Leads is to eliminate the stress and uncertainty of internet marketing

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