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Hello everyone, this is Jeff Hopp with Mile High Mobile Marketing and I'm joined by Talor
Zamir, who is an expert in online lead generation for attorneys. We have been talking about
what a great opportunity Google AdWords is for attorneys to generate leads online. Talor,
tell us a little bit more about Google AdWords. Explain how it works and what that platform
is all about. Yes, Google AdWords is obviously, first of
all, most importantly, what people need to realize is, that's how Google makes money,
okay, so that's something very important to realize is. So, I'm going to talk about, most
people probably have heard of SEO, search engine optimization, and then there's Google
AdWords, which are the ads that are at the top and down the right hand side of the page.
So the top three results whenever you do a Google search, the top three results will
be ads as well as the search results that are on the right hand side of the page as
well. So that's the first three results, below the first three ads is what will be the organic
results. That's kind of what people talk about when they're talking about search engine optimization.
Google AdWords, and again, it's very important to remember: Google AdWords, their advertising
platform is how they make money. Search engine optimization, they don't make money on that.
Google does not make money from search engine optimization. You know, people are obviously
trying to do SEO and make their sites rank higher in the organic rankings, but Google
kind of behind the scenes, and they're not openly saying this, but they want more people
to move onto their advertising platform rather than just do organic search engine optimization.
As a matter of fact, they just recently came out with something saying that they're disabling
all of the tools that even allow people to see which keywords are bringing them the organic
search traffic. And that's only going to be available on the advertising platform. Even
people that have good SEO, a lot of them aren't going to even know which keywords are really
the ones producing for them, as opposed to Google AdWords where that's all very plain
and simple. So, now that you know that the first three results on the page are the ads
and all on the right hand side as well, those are all ads, and below that is the organic
results. Basically, the way it works is you only get charged when someone clicks on your
ad. So that's a really great thing that you're not getting charged, it's not like a lot of
other media and ad agencies, they do these media buys or whatever, whatever the case
may be, and you're paying per impression or if you contact a lot, like if you contact
your local newspaper and you try to advertise on their site, they're almost always going
to sell you on a pay per impression basis. That means, you know, hey, it's not our problem
if people don't click on your ad, like, you still have to pay us. Right? So, which really
stinks, right? You want to only be paying if someone clicks on your ad. That's a really
important thing to recognize with regards to Google advertising, you only get charged
when people click on your ad. Now, I want to just talk a little bit about the difference
before I get into kind of like more details about how Google AdWords works and how they
reward you for having, for getting more clicks on your ad, and how to convert, those ads,
and track the people that click on your ads, how to convert them into paying customers.
I'll talk about that in a little bit, but I want to talk about the difference between
SEO and Google AdWords, which is also sometimes referred to as PPC. PPC stands for Pay Per
Click, which Google AdWords is the biggest pay per click platform in the world. SEO stands
for Search Engine Optimization, which is basically the process of getting your site to rank organically
in the Google search engine. Now, what's interesting to me is that many local business owners,
many attorneys, they say oh, I want to rank organically, I want to rank in the organic
search engine rankings in Google. I want to do SEO so I can be in the organic search engine
rankings because the organic search engine rankings get more clicks than the ads do.
And so they think that they're going to rank organically. And listen, I'm not here to bash
SEO, SEO has it's place and purpose, but again, you really need to know what you're doing,
and ideally you'd be doing Google AdWords first, you run a Google AdWords campaign first,
see which keywords are actually producing, and sometimes there's keywords that you don't
even realize that all your competition is going after. So, for example, personal injury
attorney. So everyone and their mother is trying to rank organically for personal injury
attorney. They're not realizing that maybe there are other keywords that there's not
so much competition, that maybe you could rank for some of these other keywords, but
you don't even know what they are because you're just guessing. You don't have any real
data, like Google AdWords gives you real data. So that's an important thing to know. The
other other important thing to know is this: In your area, the most competitive keywords,
the most valuable keywords, like personal injury attorney is one of them, in your city,
so let's say you live in Los Angeles, you know, personal injury attorney Los Angeles.
If you think that, if you're an attorney in Los Angeles and you think that you're going
to start doing SEO and you're going to be ranking on the top 5 of page one for personal
injury attorney Los Angeles, you're really just not thinking about it logically. I want
you to think about this: there have been people for almost any valuable keyword on Google,
there have been people that are probably doing SEO on those keywords for the last 5 or 10
years. You're going to think that you're going to come up and out of the blue within 6 months
or 9 months, rank above these people who have been paying money to SEO companies for the
last 5 or 10 years and you're just going to hop up over all of them in a matter of months?
So, to me, that's just not realistic. But, what is realistic is that you could be at
the top of Google for any keyword you want, and that's with Google AdWords. And that's
another thing that's important is that, with SEO, you're typically only going to be optimizing
for a few, or several, keywords. Whereas Google AdWords, we're going to be having your ads
show on hundreds of different keywords and keyword variations. For example, personal
injury attorney, they might have their ads, they might be number one, I don't want to
be number one, because you're not always going to be number one, and there's a whole bidding
process and different things that we'll talk about in a little bit here, but, to be at
the top of the page, for personal injury attorney, for personal injury lawyer. For wrongful death
lawyer, for medical malpractice lawyer, for workplace injury lawyer, for, I could go on
and on, there's so many different types of keywords that, accident attorney, car accident
attorney, truck accident attorney, you can be at the top of Google in a couple days if
you take advantage of Google's advertising platform as opposed to SEO, which takes months
and months. So me, personally, I am not an SEO guy. The reason is, is that, believe me,
let me tell you something, if SEO had real measurable results and worked as frequently
as Google AdWords did, then I would be doing SEO. I do what's going to work for my clients.
I'm not saying that SEO doesn't work and in some case it does, and if you've been doing
it for the last 10 years, then keep doing it if it's working, right? It's one channel,
there's multiple channels. But, for me, SEO is, Google comes in and I know so many people
that were affected with the last Google update. The last two Google updates, so many people
completely lost their rankings and had a business. I know someone who lost well over a six figure
income you know, just like that, overnight when Google changed their algorithm. You're
at the mercy of Google's algorithm, it's not a real, Google advertising, you know that
if it's working for you, that Google's not going to shut that off or change your formula.
In fact, Google actually gives a slight advantage to advertisers that have a little bit of a
longer history. So the longer the history, you'll have a slight advantage. But even if
you're a new advertiser, you're still very much in the game right away. Most of my clients
have not been advertising for years. Most of them are actually fairly new or brand new
to Google advertising and I can help them get up there and, using some of the strategies
we're going to go into in just a little bit, I can really magnify their results, and make
Google like them, in a way. There's certain things you need to do, and certain things
Google wants to see that they will like give you more advantage when it comes to the Google
advertising. So here's the difference, right, so if I say to a personal injury attorney,
hey, you want SEO, ok, you pay me, let's see, I've seen it range by the way, I've seen people
spend $300 a month on SEO and I've seen people spend $6000 a month on SEO, different attorneys.
And again, the more, obviously the more you spend, I guess in theory, the more results
you would get. I guess that's not always the case but, there's so many different factors.
The point is this- let's say you spend a thousand dollars or two thousand dollars a month for
a year to hopefully maybe rank on the first page of Google for a competitive keyword like
personal injury attorney. And even then, I know someone who spent thousands of dollars
a month for a year and still didn't rank on page one for personal injury attorney. So
even then it's not guaranteed. So you're saying, I'm going to spend money every month for a
year to maybe rank on the first page of Google for some of these valuable keywords as opposed
to me saying, hey, we will be at the top of Google for not only these several keywords
but hundreds of other different keyword variations, you know, by 48 hours from now or next week.
And then we can see which of those keywords are working and which ones are not. And you
know what's the worst? This is the worst part about it, sometimes people will do SEO for
a year, and then that area of practice isn't working out for them, and they end up going
more into another area of practice and they just wasted a whole year's worth of work.
You can think about it like this: Do you want to spend $1,000 a month for the next 12 months
to maybe get on page one, or would you rather take that $12,000 and invest it a little bit
at a time, would you rather invest $1,000 a month in something that's giving you immediate
results and then you can turn around and keep reinvesting? That's the beauty of it. You
can start with $1,000 on Google AdWords, and you'll get results that week. Or the next
week. You'll at least know if it's working or not, and most of the time, especially with
attorneys, it works quite well. If you spend $1,000 this week, and then over the next week
or two, you have clients that come into your office and you make $5,000 worth of of retainers
off of this $1,000 spend then you know, okay, now I got $5,000 in my pocket. Now let's reinvest
another $2,000 and then you make back $10,000 and then you, again, I'm not guaranteeing
that anyone's going to make a certain amount of money, you know, that's my little earnings
disclaimer here, but you know, that's what's possible. And the difference is, you can grow
very quickly, you spend money, you make money, reinvest it, spend it again, reinvest it,
and you're growing, growing, growing, and next thing you know you'll have a seven figure
business. That's what I've seen happen countless number of times. There's no other advertising
platform or marketing strategy. I can say, yes, I know dozens and dozens of businesses
that have literally gone from zero to seven figures by using this platform, and Google
AdWords is that platform that I can say, is the case with that. Matter of fact, I have
a good friend of mine who runs a business that does 50 million a year in revenue and
90% of that comes from Google advertising. It's pretty phenomenal. He's a good friend
of mine and we grew up together and I mastermind and talk with him and it's very interesting
to see, talk about what I'm doing with my clients, and the results I'm getting, and
how he does it, which is in a very different way, but both extremely effective.
Next
video- tweaks and tips for existing campaigns!