Writing posts and getting likes is the slow way to get customers from Facebook. Trying to get customers using that method will take you a long, long time.
Remarketing is the way you can get customers from Facebook, FAST! Why?
Because Facebook is built to be a Remarketing machine that works like no other platform.
More than 95% of your website visitors do not convert to customers. These are the potential customers you have paid for to get to your website; via Pay Per Click, Organic SEO, TV Campaigns, Geo Fencing, etc.
We know those visitors are interested in you services. The biggest advantage of remarketing is that you’re only showing your ad to people who are genuinely interested. Facebook remarketing gives us access to those potential customers again and again.
Our system can deliver your ad and message to those potential customers 10, 20 or more times. All at very low costs per click.
To learn more call us for a 15 minute webinar and we’ll show you exactly how to make Facebook remarketing work for you. 615-517-5000
Google is great for bringing lawyers new clients through their Google Ads PPC platform. But Google is terrible at helping lawyers retarget those new visitors.
Because the Google guidelines say that lawyers are not allowed to retarget using their platform. The reason? Google believes that if someone receives a retargeting ad from a lawyer, it would indicate that the person may actually need services from a lawyer, thus violating the person’s privacy if another person saw that ad on their device.
You can see Google’s Ad Policy here:
What that means: If you’re PPC advertising with Google Ads, you only get one chance at your client. The PPC click that takes them to your website. That’s it. You get one touch point. If they don’t call you or fill out the form right then, you don’t get another touch.
Wouldn’t it be great if there was a way you could retarget, multiple times, each of the visitors who come to your site via PPC?
There is a way. Facebook.
By using Facebook Ads to retarget all of your website visitors, you can effectively serve ads over and over to potential clients who you know have an interest in your services because they have already been to your website. You can have multiple touch points, on Facebook and Instagram, giving you more than just the one shot at their business. And you can do much more than a few lines of text with the ads you serve.
How It Works.
It is a simple process. You create the ads within the Facebook Ads manager, grab what’s called a Pixel ID from Facebook, and install it on your website. Now you can retarget all of those visitors as a new audience, on Facebook.
Using Facebook as a retargeting tool for lawyers is highly effective, and cost efficient. Call us today if you would like more information about how this system can work for you. 615-617-5000
Here is our latest TV Ad for our Personal Injury Attorney client in Texas.
We’ve all seen TV Ads with an attorney ON a big truck. How about an attorney IN a big truck, driving it!
In your PPC Account, click on a Campaign. (Dark gray column on the left side) Then click on Settings. (Light gray column on the left side) Then click on Additional Settings (at the bottom of the big box) Then click on Location options.
>Campaign > Settings > Additional Settings > Location Options
This is our #1 tip on how your PPC campaign settings may be wasting some of your budget. If you’re setting is on “People in, or show interest in, your targeted location” you are getting irrelevant clicks and wasting money!
EXPLANATION: By using the phrase “or who show interest in your targeted location”, which is the default setting, Google is allowing visitors who are NOT in your targeted location see your ads anyway.
For example, let’s say you’re an injury lawyer in Indianapolis, looking for car accident victims in Indianapolis. Then, someone in Denver searches the phrase “indianapolis Injury Attorney”, and there you are for that person to click on your ad. To repeat, you have someone IN Denver, clicking on your ad and costing you money because of this one setting. It is likely that the Denver searcher was not injured in an accident in Indianapolis. It is also likely that the searcher is doing research to find emails, lawyer prospects, etc, and is not an actual injured person who was injured in a car accident in Indianapolis.
If you only make this one change, depending on your budget, you could save hundreds or thousands of dollars each year by eliminating those irrelevant clicks.
Google doesn’t see keywords the same way as advertisers see keywords. As the advertiser, we set car accident lawyer as a broad match keyword and think the Google will match it with any variation of car accident lawyer.
But that is not how Google sees it. Google is trying to make a keyword match so they can charge for the click. And this is one of those areas where Google will stretch to make a match.
Here’s an example: John in Columbus just did a search with the keyword Smith and Jones Law. In this example, Smith and Jones Law is a personal injury firm in Columbus, so Google sees that as a match and displays your ad!
John clicks on your ad, and you just got charged for the keyword: Smith and Jones Law, when the keyword you thought you were paying for was car accident lawyer. This happens ALL the time.
How to fix it? Don’t buy broad keywords.
Use phrase match, with quotations, “Car Accident Lawyer”, and your ad will only show when the visitor types in that phrase or a close variation.
Use exact match, with brackets, [Car Accident Lawyer], and your ad will only show when the visitor queries that exact keyword or phrase.
Why the difference is important.
In your Adwords account, choose a campaign on the left dark
gray bar. Then click keywords on the light gray bar.
Google defaults to Search Keywords. This is where you
can see the search terms you have selected for your campaign.
Campaign > Keywords > Search Terms
But when you click on Search Terms (the far right option below),
you will see the actual term used by the person doing the search.
This is a valuable tool where you can see exactly how people
are getting to your ads.
“SearchKeywords” is where you will see the keywords and phrases that you are bidding on. “Search Terms” is where you will see the actual keywords and phrases the users queried in their search.
We hope these tips have been useful and will save you time and money.
But these aren’t even our best tips! We have many more useful PPC tips and techniques that we apply on our attorney customers’ campaigns. Please call us or email if you would like help with your PPC campaigns.
CONTACT US 615-617-5000 email@example.com