Samantha Larrus
Samantha Larrus Justia
Jessica Risso
Jessica Risso Justia
Google PPC Advertising – Challenges and Opportunities PPC & Lead Advertising for Lawyers
Overview AI Webinar Summary
Google PPC Advertising – Challenges and Opportunities: PPC & Lead Advertising for Lawyers

The ever-changing landscape of PPC advertising can be difficult to keep up with, especially when you have a practice to run! Join members of the Justia Amplify team to unpack the challenges of advertising your firm on Google Ads, discuss key things to avoid, and explore new opportunities - like how to utilize AI to improve your ads! They will also share invaluable insight on how to determine a PPC budget that will get you the results you want.

Topics covered include:
SEM (Search Engine Marketing) Legal Marketing
Agenda:

  • Brief Google Ads Overview
  • Common Hurdles in PPC Advertising for Law Firms
  • Emerging Opportunities for Advertisers
  • Analysis of Justia Amplify Case Study
Duration of this webinar: 60 minutes
Originally broadcast: August 24, 2023 12:00 PM PT
Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

Introduction and Speaker Background
Speakers Samantha Larrus and Jessica Risso are experienced in legal marketing and Google Ads. Samantha and Jessica will discuss PPC advertising challenges and opportunities, including AI's role in enhancing ad performance. The presentation will cover Google search ads, common issues, and successful strategies for law firms. An introductory poll is conducted to gauge participants' current use of PPC advertising.
Overview of Google Ads and Privacy Concerns
Samantha provides a brief overview of Google search ads, referencing a previous webinar for beginners. She highlights the importance of using dedicated landing pages and phrase match keywords for effective ad campaigns. Jessica discusses privacy concerns related to personalized advertising, emphasizing Google's restrictions on sensitive interest categories. Google's policies limit targeting based on personal hardships, posing challenges for legal marketers. Jessica explains the implications of Google's restrictions on personalized advertising and the ethical considerations involved.
Ethical Considerations in Legal Advertising
Ethical considerations in legal advertising vary by state, requiring firms to understand local rules. Examples from North Carolina and Florida illustrate restrictions on advertising. Florida requires firm names and locations in ads, with guidelines for targeting other attorneys. Pinning headlines in ads may affect ad strength but not performance, according to Google. New Jersey prohibits comparative statements in ads, impacting language use in ad text and landing pages.
Google Recommendations and Budgeting
Google's recommendations often push broad match keywords, which may not align with advertisers' goals. Changes in Google's keyword deduplication rules have expanded the definition of duplicate keywords. Setting an effective campaign budget is crucial, as low budgets can hinder marketing efforts. A real-life example illustrates the impact of budget constraints on ad performance and conversion rates. The search lost top impression share metric helps advertisers adjust budgets to optimize ad placement.
AI Tools and Opportunities in PPC
AI tools like ChatGPT offer opportunities to enhance PPC campaigns through content creation and ideation. ChatGPT can generate ad headlines, descriptions, and landing page content, but requires careful review for accuracy. Custom instructions in ChatGPT improve output quality by providing detailed input parameters.
Key Takeaways and Conclusion
Reviewing AI-generated content for accuracy is essential before using it in marketing materials. Law firms must navigate Google's restrictions and state bar regulations in their advertising strategies. Budget constraints should not limit the effectiveness of PPC campaigns; careful planning is necessary. AI tools can simplify advertising tasks, but experienced agencies can offer valuable support. Justia Amplify provides PPC management services, showcasing successful case studies in legal marketing.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speakers
Samantha Larrus
Samantha Larrus Web Marketing Lead at Justia
Samantha Larrus is a Web Marketing Lead at Justia with over eight years of experience in the legal marketing field. While she helps Justia clients with both search engine optimization and search engine marketing, Google Ads is her area of expertise. She holds a BA in Creative Arts from San Jose State University, as well as a Google Ads Search Certification. In her spare time, Samantha enjoys frequenting Bay Area sporting events and spending time with her two dogs, Meatball & Ravioli.
Jessica Risso
Jessica Risso Lead Marketing Analyst at Justia
Jessica Risso is a Lead Marketing Analyst at Justia with over 15 years of experience in the digital marketing space. A San Francisco State University alumnus, she holds a BS in Business Administration, specializing in Marketing. In addition to delivering data-driven insights for Justia’s marketing services, she also aids in sculpting SEO strategies for Justia Elevate clients and SEM initiatives for Justia Amplify clients. Having been certified in Google Ads for more than a decade, her proficiency in PPC advertising is exceptional. In her downtime, she enjoys gardening and taking care of her new puppy, Ziggy.
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