Driving legal leads (dan fallon)

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Driving Legal Leads

Dan Fallon


Welcome

You are not here for: Ø  a PPC training day Ø  a sales pitch Ø  an SEO talk

You want to do digital better Ø  PPC is more than just PI Ø  Online ads are more than just PPC Ø  Traffic is only half the battle


Driving Digital Conversions


realityhouse


Making PPC Work


“PPC Doesn’t Work”


“Our Clients Don’t Search” Keyword Avg. Monthly Searches (exact) Est CPC immigration solicitors london 1900 £4.43 solicitors london 880 £2.06 solicitors in london 880 £2.04 london solicitors 590 £1.38 employment solicitors london 480 £3.90 family solicitors london 480 £5.42 family law solicitors london 390 £4.17 divorce solicitors london 390 £5.25 conveyancing solicitors london 320 £3.11 immigration solicitors in london 260 £4.22 criminal solicitors london 260 £4.46 property solicitors london 260 £3.38 personal injury solicitors london 260 £16.17 housing solicitors london 170 £1.55 no win no fee solicitors london 170 £30.66 employment law solicitors london 140 £4.40 uk immigration solicitors london 140 £4.56 criminal defence solicitors london 110 £2.89 legal aid solicitors in london 90 £1.36 best solicitors in london 90 £1.42


Keyword Avg. Monthly Searches (exact) Est CPC turkish solicitors in london 30 £0.65 portuguese solicitors in london 30 £0.52 indian solicitors in london 30 £2.02 italian solicitors in london 20 £0.86 greek solicitors in london 20 £0.44 polish solicitors london 20 £0.81 tamil solicitors in london 20 £0.00 pakistani solicitors in london 20 £1.09 gay solicitors london 20 £1.41 iranian solicitors in london 20 £0.65 polish solicitors in london 10 £0.65 romanian solicitors in london 10 £1.39 french solicitors in london 10 £0.00 spanish solicitors in london 10 £0.92 muslim solicitors in london 10 £7.34 russian solicitors in london 10 £0.00 nigerian solicitors in london 10 £0.00 irish solicitors in london 10 £0.00

“Do You Speak My Language?”


“We Aren’t That Kind Of Firm” Keyword Avg. Monthly Searches (exact) Est CPC corporate lawyer 390 £1.80 commercial solicitor 260 £2.04 patent lawyer 260 £1.87 human rights lawyers 250 £1.52 media law firms 170 £0.49 commercial law firms 140 £2.16 intellectual property lawyer 140 £2.44 ip lawyer 110 £2.47 corporate law firms 90 £0.76 construction lawyers 70 £0.83 copyright lawyer 70 £0.98 ip lawyers 70 £3.01 patent lawyers 70 £1.91 construction solicitors 50 £0.82 intellectual property law firms 50 £1.14 media law firm 50 £0.78 transport solicitors 50 £1.61 maritime solicitor 40 £1.34 copyright lawyers 40 £1.41 finance lawyer 40 £0.06 ip solicitors 40 £1.55 technology lawyers 40 £0.75 trademark lawyers 40 £1.98 company solicitor 30 £1.34


Is Search Enough?


Remarketing

96% of visitors leave without getting in touch

2m19s is the average time on a legal website

3.5 visits on average, before conversion

Sources: 1. Forrester Research, May 2010 2. Search Star Google Analytics Legal Client Pool

1

2

2

One visit is rarely enough…


Remarketing


Remarketing: Events & HR

Search Star Legal Insights Event

Osborne Clarke Graduate Recruitment


Remarketing


Display: Anything Is Possible

Relevant Media

Geographic Targeting

In-Market Audiences

Agriculture

Finance

Tech Recruitment

Student

Legal

Local News

Broadsheets

London

International

Cities Postcodes

Regions Homebuyers

Newlyweds

New Parents

Retirement Planners


Video?


Video: On-Site

Brand Video

Customer Stories

Talking Head TV Ad


Video: Offsite


LinkedIn: Niche B2B


Mobile: Do It Now!

Ø  We drive 20-30% of legal traffic from mobiles Ø  CPA is typically 50-80% of PC/Tablet

vs.


Don’t Waste Traffic


Focus On Conversion

Ø  Getting traffic to your site is only half the battle

Ø  Making sure the traffic converts wins the battle

Ø  It’s all about the website

Conversion Rate Optimisation is key…


Thank You!

Law

Driving legal leads (dan fallon)