Episode 23:

Bill Hauser is CEO of the SMB Team, the fastest-growing Google Ads & Landing Page management company for lawyers in the U.S. He is the author of PPC for Lawyers (Not Dummies), and the Host of the Lawyer Marketing Lab Podcast.

What you’ll learn about in this episode:

  • How a series of tragic events led to Bill’s career in digital marketing and advertising, and how he came to focus on helping lawyers market themselves
  • Why going into PPC (pay-per-click) advertising through Google requires knowledge and a clear plan, and why the “spray and pray” method is costly and ineffective
  • Why it is important when using a Google Ad campaign to control the four W’s: the where, the who, the what, and the when
  • Why good, affordable “long tail” keywords are highly specific and have a comparatively low search rate
  • Why you need to focus on the three “enoughs”: spend enough, for long enough, with a good enough strategy
  • Why any PPC ad campaign takes time to come to fruition, and why data and the learning experience is worthwhile even if a campaign isn’t a huge success
  • Why Bill and his team design simple, clean landing pages, and why an effective landing page will look nothing like your SEO-optimized website
  • Why the value of video depends on your practice area, and why small-budget campaigns don’t really benefit from split testing
  • Why “click to call” ads are only 25% as effective as ads that take prospects to a landing page

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