Most start ups handle their on marketing.
And believe that opening a Google ad account and following the prompts that it will lead to an increase in ROI. However, the 1st mistake they make is that they write an ad with a boring and redundant headline. Then they guess at some jargon basic head keywords - and submit to Google for review. That is the beginning of money loss.
Sadly, that is NOT enough to get the phone ringing. However, It is enough to put you into bankruptcy or deplete your monthly ad spend before it should be depleted.
The only good thing that does is increase Google's bottom line.
MAKE SURE YOUR ADS DON'T SHOW UP FOR THIS
Did you know that when you market on Google that Google will allow your ads to come up for irrelevant broad terms that have absolutely nothing to do with your service or product.
Why do they do this? Because they make money off of you. Because you think that it was simple setting up the ad. They make it easy to start a campaign in the non-expert mode.
Online marketing for lawyers can cost up to $1000 a month per campaign at minimum. And you don't want that money being applied to irrelevant keywords that are broad matched. (see image of search terms that we still came up for even after setting our words to exact match). Some keyword search terms average $10 cpc and can be as high as $100 cpc.
PICK A TERM THAT SHOWS INTENT.
The only relevant search terms (in that image below) that would increase my client's ROI (PI Attorney) is [accident lawyers near me] and [accident lawyers near me free consultation].
The other terms do not show relevancy or a high chance of conversions or intent.
HOW TO SAVE MONEY WHEN MARKETING FOR A LAWYER
Don't market on Google especially if you are marketing for a lawyer and if you are not going to micro manage the keywords almost day after day.
The cost per click for irrelevant terms are frightening and can be as high as $100 cpc. I don't want to exhaust you with an in depth explanation but here is a snippet of sorts.
EXACT MATCH
When marketing for lawyers, or a personal injury attorney (I use this industry as an example because I manage attorney ads on Google) don't target broad keywords if your client is boot strapping or has a tight monthly budget. It is best to use exact match.
SEARCH TERMS THAT SHOW NO INTENT
However, you will still have to micro manage the search terms that Google populates your ads for on a search engine result page. But you will save so much more money over having it set on broad match.
Go to Google's dashboard and go to keywords and - look at search terms.
WASTED MONEY
The image above shows what a "broad match" keyword term such as "personal injury attorney" will come up for on a SERP. That is an accurate example of irrelevant search terms: personal injury salary, personal injury attorney reviews, personal injury attorney jobs, personal injury attorney fees and more.
NO BUSINESS CLICKING ON YOUR AD
And what that means is you will get curiosity clicks. And there goes your money. It is so important that you manage your ads every two days - at least. This way you can add negative keywords to your campaigns and save yourself some money.
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This blog was written by Monique Marcano, Copywriter and Freelance Marketer and written from 1st hand experience of marketing for lawyers. If you have any questions about how to manage ads and avoid losing money on ad spend then reach out:
Written Nov 2021