[MUSIC PLAYING] Do this to increase your Google Ads spend by 20%. Welcome to Legal Marketing 101. I'm Toby Rosen. Today, we're diving into a topic that every savvy legal professional wants to know more about-- how to reduce your Google Ads spend. By the end of this episode, hopefully you'll have a clear roadmap to optimize your Google Ads campaigns and boost your efficiency while leveraging technology and a couple of innovative ideas. So let's jump right in. One of the key factors in reducing your Google ad spend is using appropriate match types for your keywords. Match types determine how closely a searcher's query needs to match your keyword in order for your ad to be triggered. By using the right match types, you can ensure that your ads are reaching the most relevant audience and reducing wasted spend. For example, let's say you're a personal injury lawyer in New York. If you're using a broad match type for the keyword "personal injury lawyer," your ad could appear for searches like "personal injury lawyer salary" or "how to become a personal injury lawyer." Obviously, these clicks are unlikely to convert into clients and can quickly drain your budget. Personal injury keywords are really expensive. Instead, you should consider using phrase match or exact match types to target more specific search queries, such as "Personal Injury Lawyer New York" or "Best Personal Injury Lawyer Near Me." This way, you'll attract potential clients who are actively seeking your services and not just people who are searching in your area. Another really crucial aspect to examine when looking to reduce your Google Ads spend is checking your targeting settings. This is really critical. Targeting allows you to define where your ads will be shown, ensuring that you're reaching the right audience at the right time. A common mistake is not even really looking at your targeting options, which can end up with Google Ads campaigns that are sending clicks from Bangladesh or doing all kinds of weird things that your firm just doesn't need. So take a moment to actually review your geographic targeting settings. If you're a local law firm serving clients only in your specific city or your specific county or region, make sure your ads are only shown to people in those areas. Google makes it pretty easy to change those settings. Similarly, consider refining your demographic targeting as well to reach the specific age groups or gender or other metrics that are most likely to require your legal services. There are generally some demographic targeting preferences that most firms have, and Google makes it pretty easy to adhere to these. By narrowing down your targeting, you can avoid spending money on clicks that are, again, unlikely to convert into meaningful leads. Now, let's talk about tracking and optimizing for conversions. We've talked about what it is we're doing to make sure that we get the right people, but we also want to optimize for the people who are actually going to generate revenue for us. To truly reduce your Google ad spend, you have to focus on maximizing your return on investment. This must be your key number. You don't need to worry about clicks or impressions, but we need to focus on how many clients we're generating. Tracking conversions through Google Ads and through other programs like WhatConverts that I've talked about in the past allows you to measure the effectiveness of your campaigns and make data-driven decisions to optimize your advertising. You can implement conversion tracking by adding a tracking code or a pixel, either from Google Ads or from another program to your website. This will help you see which keywords, ads, and campaigns are generating actual leads or clients. With this information, you can adjust your bids, pause underperforming keywords, and allocate the budget to the campaigns that are actually driving clients. Remember though, it's not just about getting clicks. It's about attracting qualified leads who are more likely to convert into paying clients. By constantly monitoring and optimizing for conversions, you can make your Google Ads campaigns much leaner and more cost-effective. Now last up, let's talk about something that's really important and I think a lot of people working on Google Ads, including professional managers, forget to do. We're going to talk about longer timeframes and these are really important for identifying and removing underperforming keywords that are eating up ad spend. So often I jump into an account and I'll see one of the problems I've described before but the other thing I see is that advertisers are focusing on short term data and they're missing trends or they're missing patterns that can help save money in the long run. We might get a conversion on a keyword one week, but if we look at a 90-day set of data, we might see that this has only generated a handful of conversions while we have other keywords that are generating two or five or 10 times as many conversions. So even though this may have generated something and it continues to generate something in the short term, we also want to look at what's effective in the long term and what's likely to make us money. Depending on the spend of these keywords, you can make changes and figure out what it is you actually want to be working on. It's really good to set aside time to analyze your campaign performance, not just every week or every month, but to analyze it over a much more significant period, like a whole month or a quarter or even the entire year. Look for keywords that consistently generate clicks but fail to convert or result in low-quality leads. These keywords are likely the ones that are draining your budget without providing any real value. By regularly reviewing this and refining your keyword list constantly and adjusting your bids as well, you can ensure that your ad spend is allocated to the keywords that bring in the best results. And there you have it. By implementing these strategies and really diving deep on the things that are collecting users you don't want, you can significantly reduce your Google ad spend while increasing your marketing efficiency. Before we go, if you take nothing else from this episode, I want you to remember these couple of things. First, make sure you're using appropriate match types for your keywords. I don't want to get in your account and have to change everything from broad match. Number two, check your targeting settings. Even if you have a professional working on your ad account, make sure you communicate with them and make sure they do a double check for you, especially if you see some weird data. Number three, you need to track and optimize for conversions. This is one we've talked about. I'll continue to talk about because it's really important. And last, look at a longer time frame. If something isn't performing the way you want, expand your horizon a little bit. Look at what it could be doing, and sometimes you'll find a positive note, and sometimes you'll find something that is underperforming for real. That's it for Legal Marketing 101. Check out rosenadvertising.com for more. Thanks.[MUSIC]