(Newswire.net — February 10, 2014) Las Vegas, Nevada — Google AdWords is the single most powerful advertising program in the online world today. In the past, many local businesses could afford to rely solely on print or television ads to get the word out, but times have changed and today’s customers are searching for products and services they want online.
As a result, many a business owner will simply hire an outside agency to set-up and run their Google AdWords campaign. But, how can you know for sure that the company you’ve hired is delivering the best results and optimizing your ad spend budget? Talor Zamir, a Las Vegas-based Google AdWords professional with many years in the industry, recommends that even the busiest law offices take the time to understand a few critical points before handing an outside company the keys to their ad campaign.
Anyone who has ever been on the internet is sure to have heard of Google and run into an ad or two served up by their AdWords platform. This isn’t a surprise given that Google is the largest and most profitable search engine on the planet with $32.2 billion of its 2013 revenue coming directly from ads. What is surprising, however, is that Google AdWords prefers to serve up local ads and content to its users which should give law-practices and attorneys who are not part of large, national firms a real advantage. And yet, just because Google favors local businesses does not mean you can expect to blindly reap the benefits of AdWords without doing due diligence or trying to understand a few, basic things about the way the system works. In fact, Talor’s motivation to write this book was his repeated encounters with “business owners all the time that tell me they tried AdWords and it didn’t work for them.”
Even if your business is running what you would consider a successful campaign right now doesn’t mean that your ads are being optimized or that you are getting the most value per click. Speaking to this possibility, Talor states that the average practices ad copy or entire campaign “could be awful, and they might not even know it!” One way that Talor recommends for businesses to improve both their understanding and conversions is to engage in A-B testing; a methodology which he cites as exponentially increase click-through rates.
To the average owners of a legal practice, all of this talk about click-through rates and conversions may not be immediately transparent but Talor makes its significance crystal clear by showing you how these translate into lower costs per click and more qualified leads. In short, “Google rewards you for having a high click-through rate,” says Talor. “So if lots of people are clicking your ad, Google is seeing that your business is relevant and will charge you less.” By following the advice in his book to increase the relevancy of your campaigns, Talor believes that any local law practice can increase their ROI while reducing ad-spend over time.
Talor often finds that attorneys and local law practices are unaware of the importance of landing pages to crafting effective ad campaigns. Many businesses simply point their ads to their home pages which results in poor conversion rates due to the fact that users become quickly overwhelmed by the disparate pieces of information, videos and any number of clickable links leading elsewhere. Good landing pages, however, are simplified, stream-lined and contain a clear call-to-action and “are designed to do one thing: to convert that traffic.” Yet, without even this most basic understanding of the way AdWords works legal practices stand to lose hundreds or even thousands of dollars a year on misspent ad budgets.
There is no question that today’s law practices need to make use of AdWords in order to successfully generate qualified leads and grow their businesses. And yet, as Talor points out time and again, attorneys should familiarize themselves with some of the key points he outlines in his quick and simple guide such as split-testing and spot-checking ad landing pages in order to make the most of any campaign whether it be DIY or administered by a PPC manager. “If you want your business to succeed and grow, you need to get serious about having a strong AdWords campaign and solid high-converting landing page to get the results you’re after.”
World reknowned author, speaker and AdWords Expert Talor Zamir‘s book, Google Lead Generation For Attorneys, can be found on Amazon.
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