Google
Ads
are
still
the
primary
method
by
which
most
law
firms
that
do
utilize
paid
advertising
do
it.
That
makes
sense,
as
Google
remains
the
web
search
giant.
But
that’s
not
the
only
thing
that
remains
the
same
—
as
it
stands,
many
law
firms
still
end
up
wasting
money
on
Google
Ads.
So
how
do
you
get
the
most
out
of
your
online
advertising
spend?
We
invited
Jeff
Lantz of
Esquire
Interactive
onto
the
Non-Eventcast
podcast
to
explain
how
to
maximize
the
return
on
your
Google
Ad
spend.
Jeff
starts
things
off
by
talking
about
some
basic
preconditions:
Why
it’s
important
to
build
an
SEO-friendly
website
(5:29),
before
Jeff
offers
up
a
basic
definition
of
pay-per-click
(PPC)
advertising
(3:37).
After
that,
Jeff
jumps
into
the
discussion
of
how
to
build
a
Google
Ads
campaign
(10:58),
including
the
potential
utilization
of
landing
pages
(17:02).
Next,
we
address
how
law
firms
can
create
effective
Google
Ad
content
(21:47),
including
by
relying
on
emotional
responses
from
consumers
(22:24).
Finally,
Jeff
covers
how
to
best
leverage
keywords
(23:06,
23:45),
as
well
as
how
to
calculate
and
make
decisions
about
your
advertising
strategy
based
on
clickthrough
rates
(20:52).
Whether
you’ve
never
run
a
Google
Ads
campaign
before,
or
if
you’ve
got
some
questions
about
your
existing
one,
this
podcast
episode
will
help
you
to
fill
in
the
blanks.
Plus,
check
out
the
companion
video
series,
for
even
more
Google
Ads
goodness.
Feel
free
to
also
check
out
our CRM
Buyers
Guide at
the
Non-Event
for
more
on
the
latest
resources.
(The
Non-Event
is
supported
by
vendor
sponsorships.)
Jared
Correia,
a
consultant
and
legal
technology
expert,
is
the
host
of
the
Non-Eventcast,
the
featured
podcast
of
the
Above
the
Law
Non-Event
for
Tech-Perplexed
Lawyers.
