Pay Per Click Advertising Strategies, with Bill Hauser

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