How To Leverage Pay-Per-Click Advertising For Bankruptcy Attorneys

David Adams (david@sirusdigital.com)

How To Leverage Pay-Per-Click Advertising For Bankruptcy Attorneys

David Adams (david@sirusdigital.com)

Agenda

1. What is Pay-Per-Click (PPC)?
1. Paid vs. Organic
2. Intent vs. Interrupt
3. Clicks vs. Impressions
2. Search-focused Ads
• Google, Bing, YouTube, etc.
• Keywords, Copy, & Quality Scores
3. Social-focused Ads
• Facebook, Instagram, Twitter, LinkedIn, etc.
• Audiences, Interests
4. Retargeting
5. Setting Up PPC Accounts
• Google
• Facebook
6. Setting Up Ad Budgets
• Getting Started
• Planning Long-term
7. Added Bonus!!
8. Next Steps and Q&A

Who Are We?

• Sirus Digital
• Provides digital marketing services to Attorneys (specializing in Bankruptcy & Debt).
• Handles SEO, PPC, Website development, Content development, and Reputation management
• David Adams
• Started Sirus Digital in 2020.
• Widely-experienced across multiple verticals (Technology, Medical, Insurance, Energy, etc)

What Is Pay-Per-Click (PPC)?

• “Pay-Per-Click Advertising (PPC) is a form of advertising where the advertiser pays for each click to their website or app. Google Ads is the most well-known PPC Advertising Network, where advertisers bid on keywords for clicks to their websites. Advertisers only pay when their advertisement is clicked.”
• - Surfside PPC

What Is Pay-Per-Click (PPC)?

• “Pay-Per-Click Advertising (PPC) is a form of advertising where the advertiser pays for each click to their website or app. Google Ads is the most well-known PPC Advertising Network, where advertisers bid on keywords for clicks to their websites. Advertisers only pay when their advertisement is clicked.”
• - Surfside PPC

Basics

Paid

Organic

Basics

Clicks

Impressions

Basics

Intent

Interrupt

Basics

Intent

Interrupt

Basics (Intent vs Interrupt)

Intent

Interrupt

Targeting

Find me….

Hey, would you like….

I noticed that you were interested in….

Interrupt & Impressions

“How about we just run through the drive-thru?”

“Everyone’s hungry. Can we stop for something to eat?”

Basics (Intent vs Interrupt)

Intent

Interrupt

Targeting

Facebook

Instagram

Twitter

Website Ad Networks

Google

YouTube

Bing

Billboards

Television

Radio

Display Ads

Magazines

Search-focused Ads

• Google
• Bing

​

Search-focused Ads

• Google
• YouTube
• Bing

​

Search-focused (Intent vs. Interrupt)

Search-focused (Intent vs. Interrupt)

Search-focused Topics (Intent / Clicks)

“I’m hungry. Can you find us some BBQ?”

“Here’s three places. Which one would you like to try?”

Search-focused Topics

• Bids
• It is an auction
• Quality Score
• Objective measure by User action that ad satisfies ask (Relevance)
• Keywords (Key phrases)
• Relate to User intent for their search
• Objective of SERP is to deliver the best answer / solution to User’s question / problem
• Copy
• Ad copy should communicate authority to resolve

Social-focused Ads

• Facebook
• Instagram
• Twitter
• LinkedIn

Social-focused Topics

• Bids & Relevance still matter!
• Targeting (vs. Interrupt)
• Audiences
• Identifying groups of people like your ideal customer (or like a pre-determined group of people (ex. Email list))
• Interests
• Identifying characteristics that your ideal customer might have

Social-focused (Targeting)

Social-focused (Targeting)

Retargeting

• Pattern of displaying (and re-displaying) ads to Users who have previously expressed an intent
• User searches “How to file bankruptcy in Florida”
• User encounters ad for Bankruptcy Attorney on Facebook
• User encounters ad for Bankruptcy Attorney on CNN.com
• User encounters pre-roll video on YouTube describing process for bankruptcy filing
• Process targets human nature that we are more apt to see things when we are looking for them

​

Retargeting (Intent / Clicks)

“I’m hungry. Can you find us some BBQ?”

“There’s not one for 50 miles, but what about...”

Setting Up Campaigns

• Google
• Facebook

Setting Up Ad Budgets

• Getting Started
• Start small (see: $10/day Traffic)
• Test different ads to find ones that resonate (and get results)
• Rinse-Lather-Repeat
• Planning Long-term
• Adjust mix (Search / Social, Intent / Interrupt, Retargeting)
• Strategically focus on Brand (as well as Sales)
• Evolve plan to include Location-based targeting

Bonus: Competitor Analysis

• Name a competitor!
• Let’s check out what FB Ads they run!
• Let’s out their keywords/key phrases & traffic

​

Next steps – Search (Google)

• Identify your five most important keywords / key phrases
• bankruptcy attorney near me
• bankruptcy attorney [city / town / service area]
• how to file bankruptcy
• credit counselling [city / town / state]
• how to stop foreclosure
• Setup accounts
• Google Adwords account (Gmail acct req.)
• Create ad targeting your most important keyword / key phrase (adding other keywords to copy)
• Budget each to start $10 / day and activate
• Follow-up on leads and review results to identify areas of improvement

Next steps – Search (Facebook)

• Identify your audiences / interests
• credit counselling center websites
• searched topics related to foreclosure / divorce / elder-care / long-term illness
• hospitality industry websites / publications (COVID-19)
• Setup accounts
• Facebook Ads account (Facebook Page req.)
• Create ad targeting your 1^st choice audience
• Budget each to start $10 / day and activate
• Follow-up on leads and review results to identify areas of improvement

Recommended Traffic & Conversion Roadmap

Recommended Traffic & Conversion Roadmap

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Questions?

• Did anything standout?
• Is there something that you’d like to see?

Contact David