Reaching potential clients with cost-effective marketing strategies can be a struggle for even the most experienced law firm leaders. Many firm executives have turned to online marketing strategies in an effort to attract new clients. Among the most popular Internet-based marketing techniques is pay-per-click (PPC) advertising. Google Analytics provides special tools so that firm leaders can understand whether or not PPC campaigns offer a high return on investment.
Law firms often choose to conduct PPC marketing campaigns because they involve a relatively low cost burden. If a group of Dayton bankruptcy attorneys decides to adopt a PPC strategy, they will only be charged for running their ads on a given website when someone actually clicks on the in-text or banner ad and navigates to their firm’s website.
While the advantages of such campaigns may seem obvious, it’s still important to run a PPC Keyword Report on a regular basis to decide if this type of advertising is truly worth the investment. Spending money on ad clicks that rarely result in conversions may not be terribly expensive but is still a waste of marketing dollars.
The Google Analytics PPC Keywords Report is designed to help business leaders determine whether or not PPC campaigns are resulting in high-quality website traffic. The PPC Keywords Report measures page visits, conversions per click, cost per conversion and goal completion.
After analyzing the PPC Keywords Report, firm leaders can decide whether PPC advertising is worth the investment and whether their chosen keywords are effective in attracting new clients. Minor tweaks or complete campaign overhauls can be made by evaluating this data.
The next blog in this series will cover Google’s Social Media Report. This report will help firm leaders evaluate the socially driven aspects of their marketing plans and integrate these strategies with link building, PPC advertising and content marketing.
Google Analytics reports are powerful tools when it comes to analyzing the success of online marketing campaigns. For many executives, content analysis is the first step in evaluating marketing success. The next logical step in the content analysis process is the Keyword Analysis Report. This report can help firm leaders determine if search engine optimization efforts are working as planned.
When using the Keyword Analysis Report, it’s important to carefully evaluate the information included under all three report tabs. The first tab contains bare-bones information about unique visitors, goal conversion rate, goal completion and average page load time. These basic statistics can be used to understand a page’s general viewership. Most firm leaders will be able to decide if a marketing campaign must be adjusted by reviewing this first page.
The second report tab, called the Engagement tab, helps firm leaders understand the effectiveness of each separate web page. Information about unique page views, page visits, the average amount of time spent on a page, bounce rates, exit rates and goal conversion rates is listed under this tab. A personal injury firm could use these statistics to decide if a page on Pradaxa lawsuits effectively holds the attention of potential clients, or if that page would be better used discussing another subject.
The third tab in the Keyword Analysis Report provides firm leaders with information about whether or not a marketing campaign is effective in turning website visitors into clients. Called the Revenue tab, this tab provides information about three essential keyword measures: revenue, per-visit value and e-commerce conversion rate. Carefully analyzing these statistics allows firm leaders to understand whether a given campaign offers a high return on investment.
Interested in what else you can learn through Google Analytics? The Link Analysis Report is our next topic up for discussion in this series! This report provides valuable information about whether a firm’s link-building strategies are effective in attracting new clients.
Every blogger or webmaster, no matter their market, needs to learn what his or her readers like. Those maintaining webpages should think like traditional writers that are successful. Writing toward a targeted audience is imperative for a growth in readership for any site.
Google provides a great tool that business bloggers can use to gauge the success of content on their sites. Google Analytics is a powerful program that can quantify the performance of a blog through a number of statistical analyses. The program is web based, and it is quite easy to like Google Analytics to any website or blog to track success or lack thereof. Webmasters and bloggers everywhere should make use of this free tool.
One of the most important statistics that Google Analytics can provide for a blogger is the number of visitors their site gets. This figure can be tracked over time on a graph that shows general trends. Google Analytics tracks the number of page views and the sources that send traffic to a site. Multiple pages can be linked to the same Google Analytics account.
In addition to these simple statistics, Google Analytics can also go deeper into the performance of a website. The program can track how many views each specific page on a site gets. It can tell you how long visitors stay on a site and how many pages they view — and which search terms visitors used to access a site. This feature can help immensely with developing SEO-friendly content designed to draw readers in.
Another important statistic Google Analytics provides is related to bounce rates. Users can analyze whether visitors leave when viewing certain pages. If a law firm had a page dedicated to Massachusetts business laws with a bounce rate of 25 percent and a page dedicated to sales tax that had a 90 percent bounce rate, the firm may want to change the latter to keep visitors on the site in hopes of converting sales or gaining new clients. Visitors who leave a site after one page view are not likely to convert into customers. Tailoring content to what an audience needs or wants can lead to more success.
Just having a website does not bring customers to a business. The website needs to have visitors that stay and read the content. Using Google Analytics can help businesses utilize their sites more effectively.
Now that we’ve discussed setting goals and determining your financial targets and advertising budget, it’s time to talk about the important role keywords play in a pay-per-click (PPC) campaign.
Keywords are the lifeblood of any PPC campaign. When consumers are looking for products and services, they do not type long sentences into a search engine. Instead, words and phrases are typically short, specific, and describe exactly what the consumer wishes to find. The challenge is to pick words that are general enough to reach a broad audience, but specific enough to differentiate one organization from another.
Think like a consumer
Keyword research is often about putting oneself in the shoes of the average consumer. Granted, this can be difficult for organizations that are so used to their own institutional culture that they cannot think like a person who knows nothing about their organization. In-house professionals may be able to come up with appropriate keywords that are intuitive, but that doesn’t mean that they are available at an affordable price. For example, the term “New Jersey divorce attorney” may cost far more than another similar term describing a legal professional who handles this area of practice.
General, but not too general
The temptation may be to pick general keywords that a consumer is most likely to search for. However, as Ryan Gibson notes in his article, Starting From Scratch: A Paid Search Primer, general terms tend to be more expensive and they will not necessarily lead consumers to a specific organization.
Specific, but not too specific
More specific keywords are typically less expensive, but they may also be so unknown that no one is currently searching for them. This is where patience is an important factor, because companies may need to experiment with particular words in order to assess what sort of traffic is generated. Over time, the reputation of an organization may grow, at which point more general keywords can be used to solicit traffic.
What do you do?
Select keywords that actually define the products and services of the business. In some cases, this may actually come down to individual items that people are looking for on the Internet. The key is to use terms that are actually connected to the business. There may be popular keywords that get hits, but a company should be careful that they do not promise something they cannot provide.
Budgeting a PPC (pay-per-click) campaign should be your first step after you set your goals. When you set up a budget, you should attempt to balance best-case desires and worst-case possibilities. No budget is guaranteed and resources that are allocated to a particular strategy may not generate additional revenue. The Internet is a powerful marketing tool, but there is also a level of saturation. Therefore, companies cannot simply build a website and then sit back and wait for the sales to come rolling in.
For a PPC (pay-per-click) campaign, companies must decide how much they are willing to spend in order to hopefully generate new sales. For example, budgets for bidding on keywords are not unlimited. This is why Igor Mordkovich, in his article “17 Most Common PPC Mistakes Web Marketers Make,” reminds marketers that they cannot be lazy with their campaign but should instead put some thought into their keyword selection. Sometimes the best keyword for a Houston work injury attorney may not be worth the money, and assembling a group of more affordable keywords may broaden the impact of the campaign.
When putting together a budget, organizations must decide on a reasonable return on their investment. Obviously nothing is guaranteed in business, but a company must assemble a budget that reflects the estimated cost of a new sale. The old adage is that organizations need to spend money to make money. Are entities willing to spend $20 to make $100? How about $50? Each company must experiment so that they can come up with a reasonable and hopefully consistent ratio.
One other budgeting aspect to consider is employee time. This may be a bit difficult to assess, since marketing professionals may spread their time over a variety of tasks. However, it is important to estimate how much time people may spend on a specific PPC campaign as opposed to other marketing strategies. Using the Internet is obviously a tempting use of time, but in some cases leadership must look at the balance of company resources between various marketing strategies.
We’ll be discussing keyword research in Day 3 of PPC in 30 days, so get ready to learn more about choosing the right keywords for your campaign.
You know it’s important to rank well, preferably #1, for your main brand, but in your efforts to maintain this rank, you may be neglecting extended brand keywords. Ranking well for these terms can help you guide the perception of your brand.
Richard Shove discusses this topic as part of his post “Big Brand SEO – Campaigns, Integration and Extended Brand Keywords.” As he points out, a brand’s website is sometimes outranked by other sites for certain types of searches, even when the brand name is included in the search. Some things to consider:
While you certainly don’t want to rank highly for actual complaints, the fact is people investigate companies and products by looking for reviews before buying. And review sites like Yelp regularly outrank the brand for these searches. Include a page on your site detailing your commitment to the customer and explaining how you handle complaints. Use the word “complaint” in the title and URL, and you should rank at #1 for the term.
Affiliate sites offering voucher codes often rank at the top of SERP for price-related searches. Consider creating your own landing page for discounts and voucher codes. Link it to a PPC or other paid search campaign.
These are also brands, and if they’re well-known, they can outrank the parent brand. This isn’t necessarily a bad thing if the product has its own site, but you can still increase your main brand’s visibility with a page on the main site dedicated to the product.
Review your own analytics to get ideas of what other related or extended brand terms might be sending traffic to your site. Then see where you rank for them in SERP. If you’re not at the top, consider adding a page or section on your site dedicated to that term.
Information in this post gathered in association with Atlanta Injury Attorneys.
You’ve put significant effort into improving your website’s SEO, so it’s only natural you want to know which keywords you rank for. But keep in mind that you don’t need to know every keyword, just the important ones.
In his blog post entitled “What Keywords Do I Rank For?” Dr. Pete says the essential keyword information you want to dig up includes:
The following sources can help.
Google Webmaster Tools (GWT)
Under “search queries” within “your site on the web,” GTW will display a table with:
Information and data within this post gathered in association with Pittsburgh medical malpractice lawyer John A. Caputo, Attorney at Law
Your own analytics program, such as Google Analytics, can compile a report listing the keywords people searched to get to your site. This is different from the GWT data because it includes only keywords that actually resulted in a visit and contains sources other than Google.
This report also helps you see how effective these keywords are for you, including:
This is important, because if visitors don’t spend time on your site, these keywords don’t benefit you.
When other sites link to you, they often use words they consider relevant to your site as the link’s anchor text—the words that are “clickable.” Online tools like SEOMoz’s Open Site Explorer can show you:
Use these tools to find out which keywords you rank for, but don’t lose sight of your real goal: providing relevant, useful content that will keep your visitors interested.
According to Greg Sterling’s article “Google’s Eric Schmidt: ‘2011 All About Mobile,’” Google CEO Eric Schmidt has said that Google will be putting a heavy focus on local mobile search in 2011.
Why focus on mobile?
Google reports that mobile search volume is up 130% year-over-year. People have access to the Internet anytime, anywhere. They’re using their phones to get the information they need when they need it.
How can this help with local search?
An increasing amount of mobile search is local. In fact, in another article “Microsoft: 53 Percent of Mobile Searches Have Local Intent,” Sterling states that one in three Google mobile queries and 53% of Bing mobile queries are local. People are using their phones to find products and services in their area.
How does this apply to law firms?
People are searching for everything from their phones. The woman who wants to plan her will might be researching estate planning attorneys on the train to work. A man whose wife was hurt in an accident might be searching for a personal injury lawyer from the hospital.
How can I get mobile keyword data?
Until recently, businesses were hesitant to jump into local mobile search campaigns. There wasn’t a way to collect data such as average CPC and competition level on mobile search, making it a bigger risk.
This all changed when Google announced a new Mobile Keyword Tool designed to help marketers develop keyword lists that better target mobile searchers. The Mobile Keyword Tool can be accessed via your Google Adwords account, in the “Advanced Options” tab.
In his article, “Why Google’s New Keyword Data May Actually Make 2011 ‘Year of Mobile Marketing,’” Brian Klais explains the new tool allows marketers to get keyword information for mobile search, which can be filtered just like the desktop search data. Klais offers a quick tutorial for the new tool in his article.
The search landscape is changing and mobile user demand will continue to grow. This is a good time to start working on a local search plan for mobile. Thanks to Google’s new tool, you now have the ability to collect the data you need to move forward with your firm’s campaign.
Keep checking in at CaseDetails.com for more information on local search for mobile, and check out our Local Search in 7 Days series.
Arizona bankruptcy lawyers of Clint W. Smith, P.C. have contributed resources for the development of this content.