PPC Landing Page Content that Converts - Personal Injury Marketing Minute 110 Podcast

On this episode of the "Personal Injury Marketing Minute," the spotlight is on how to make PPC (Pay-Per-Click) campaigns and landing pages click with the right audience. While PPC campaigns can sometimes feel like a tough nut to crack in crowded markets, they can be a game-changer for the right law firm—if they’re done the right way. Mary Blackiston joins the conversation to share her tips, tricks, and personal experiences in creating PPC ads and landing pages that actually convert. In this episode, we cover: How PPC ads and landing pages work together Data to look at when creating language for PPC ads and Worst PPC/Landing Pages Mistakes Visit Mary online here: www.thryvedigitalmarketing.com or https://www.linkedin.com/in/marybblackiston/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. https://youtu.be/GxvgwMLWUmg Transcript: Lindsey: Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world. Traditionally, we steer clear of talking about PPC campaigns. For many attorneys in saturated markets, PPC campaigns haven't produced a great ROI. However, they can be incredibly useful for the right firms, but only if they're done right. So today, we're going to take a deep dive into the art of creating PPC ads and corresponding landing pages that convert. Mary: joins us today. to discuss her approach to creating PPC ad language and landing pages that are backed by research and data, increasing conversions based on the user. Thank you so much for joining us today. Mary: Thank you for having me. Lindsey: Well, tell us a little bit about your background and how you got into marketing. Mary: Yeah, so I started working in marketing about 8.8 and a half years ago now. I started working as a content marketer at a digital agency, and I stayed there for about four years. While I was there, started to kind of dip my toes into copywriting, and that's when I realized, hey, this is a lot of fun. I really like doing this, but I didn't really get into it until I broke off to do my own thing. So that was about four and a half years ago that I, you know, became freelance, and I started to Basically to learn everything I possibly could about copywriting. I went through copy school, which I'm not sure if you'll are familiar with that, but basically the most comprehensive copywriting training on the internet today. Got certified in a bunch of their courses, read as much as I could about marketing and psychology and copywriting. And yeah, they just started putting everything into practice, working with clients. Over the last two years, I started working more and more with law firms in particular, and that work felt really meaningful to me. I really enjoyed it, and I felt like I was making a positive impact by helping those firms. So that's why I decided to specialize in legal marketing. Lindsey: And so how did you end up working with PPC ads and landing pages for PPC ads? Mary: Yeah, so I had one client in particular that we worked on a Google ads campaign for him, and we got some... Amazing results. And I felt like, you know what, there's, as I looked at more and more PC campaigns, I was like, there's a lot that I can do to help optimize these campaigns to help these firms bring in more qualified leads. And we can talk about that a little bit more later, some of the biggest mistakes I see. But yeah, I saw a lot of room for opportunity there. And it's something I really enjoy doing is kind of digging through that data and, you know, figuring out, okay, what can we do to bring in not only more clicks, but more, you know, qualified leads. And yeah. Lindsey: And PPC is so complicated. And you're right, there are so many things that can go wrong with it. And there are some people who are really great with the technical aspects of it. There are people who can be great with the written content pieces of it. But before we get into too much of the weeds, let's start with kind of an overview. So for those of our listeners who have never used PPC, How is it set up? So how is a PPC ad written? And where does a user go? How do they navigate to the landing page? Can you walk us through that process? Mary: Yeah, so when someone searches for something on Google, you know, there's some ads that pop up, and then the ad takes them to a specific landing page. The goal is for you want the ad in the landing page to feel, you know, kind of like a seamless experience, meaning the message and the tone should match people when they land on the page, should be not really any surprises. So if the ad, for example, says like injured in a car accident, get a free legal consultation, then the landing page should continue that conversation, not suddenly talk about unrelated services. So I see a lot of firms that like maybe actually have an ad for one thing, but then they take people to their homepage or something ...