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Transcript

January Sharp Marketing Mastermind | Google Ads & Local Service Ads · Sharp Strategies Sweet Success

• 0:03
  SPEAKER_01: Hello everyone.
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  SPEAKER_01: I see the attendees joining in.
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  I'm just going to space out some words just to give everyone a
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  few minutes.
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  SPEAKER_01: Um,
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  SPEAKER_01: all right,
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  SPEAKER_01: everyone,
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  SPEAKER_01: welcome to the,
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  SPEAKER_01: uh,
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  SPEAKER_01: January,
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  SPEAKER_01: 2025 sharp marketing mastermind meeting today.
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  SPEAKER_01: We are talking about all things,
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  SPEAKER_01: Google ads,
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  SPEAKER_01: literally,
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  cause we'll be discussing traditional Google ads that all of us
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  probably know very
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  SPEAKER_01: well.
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  SPEAKER_01: And then today I have Thomas Glasgow with me.
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  SPEAKER_01: Um,
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  he's honestly my primary local service ads resource who I go to
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  for information
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  SPEAKER_01: about what the platform is doing,
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  SPEAKER_01: what's new.
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  And so I'm gonna let him lead the first part of this meeting
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  today to talk about
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  local service ads and to talk about local service ads and
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  answer any questions you
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  SPEAKER_01: guys have,
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  SPEAKER_01: which reminded me,
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  SPEAKER_01: I need to enable the chat.
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  SPEAKER_01: So let me do that.
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  I usually do it before the meeting,
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  but Thomas and I were talking,
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  so naturally just ran behind.
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  SPEAKER_01: All right.
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  SPEAKER_01: Uh, okay.
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  So if you guys don't mind,
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  uh,
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  try to tap the,
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  try to type a few things in chat.
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  SPEAKER_01: Um, just so we know you're there, Kelly, Daniela.
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  SPEAKER_01: Awesome.
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  SPEAKER_01: Thank you so much.
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  SPEAKER_01: Finally.
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  SPEAKER_01: Yeah.
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  SPEAKER_01: Um, thank you, Michelle's arena.
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  I was thinking about user and I was going to email you and just
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  check in with you.
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  SPEAKER_01: So I actually, um, I need to do that after this meeting.
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  SPEAKER_01: Um, all right, well, everyone will go ahead.
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  SPEAKER_01: I'll let Thomas take it over, talk to you guys about local service ads.
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  SPEAKER_01: And then after he's done, we'll transition to Google Ads SEO.
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  SPEAKER_01: So take it away, Thomas.
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  SPEAKER_00: Cool.
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  SPEAKER_00: Thanks, Tiffany.
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  SPEAKER_00: Hey, everybody.
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  SPEAKER_00: Good to meet you.
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  SPEAKER_00: Thomas Glasgow.
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  SPEAKER_00: My agency is 1122 Marketing.
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  SPEAKER_00: The only thing I do, as Tiffany alluded to, is LSAs for lawyers.
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  SPEAKER_00: So I'm excited to talk LSAs with everyone today.
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  Please interrupt me if you want to dive into something or if
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  you didn't understand something.
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  SPEAKER_00: I love going down rabbit holes and tangents.
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  And generally,
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  if you got a question,
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  everyone else is wondering the same thing as well.
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  SPEAKER_00: So super informal on my end.
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  SPEAKER_00: Please jump in as needed.
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  I'm gonna start with like all the way at the beginning and what
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  I think LSAs are designed to do.
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  Because to me,
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  it's a really different type of ad product than anything else
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  out there.
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  SPEAKER_00: So here's how I think about LSAs.
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  LSAs are really trying to solve for two threats that Google
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  have that create the
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  SPEAKER_00: same problem for them.
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  And the threats that I think LSA solves for are the threat of
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  AI and how that will impact
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  SPEAKER_00: search and paid search,
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  as well as the threat of all the antitrust and monopoly stuff
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  that Google has
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  SPEAKER_00: coming down the pipeline.
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  SPEAKER_00: And both of these threats mean that users in the market,
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  SPEAKER_00: searchers,
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  are going to have more choice when it comes to the actual
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  search products,
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  SPEAKER_00: Google,
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  SPEAKER_00: Bing,
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  SPEAKER_00: ChatGPT,
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  SPEAKER_00: whatever that they use,
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  SPEAKER_00: right?
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  SPEAKER_00: And so that means that Google actually needs to have a product,
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  SPEAKER_00: an ad product that people like using and deliver great results.
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  And so I think LSAs is kind of what Google's using to solve
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  this problem,
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  right?
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  SPEAKER_00: And the way they're doing it is they're prioritizing
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  SPEAKER_00: user experience over profit with LSAs.
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  And that might sound kind of crazy because Google's a dirty
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  evil tyrant whose sole
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  SPEAKER_00: mission is to make as much profit off of you as possible,
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  SPEAKER_00: right?
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  But they can't do that if they can't monetize people and keep
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  them on platforms.
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  SPEAKER_00: So for LSAs at least,
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  they want people to have a better user experience or prioritize
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  that over a profit
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  SPEAKER_00: to some extent.
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  And you probably know this to be true or maybe have figured
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  this out on your own with LSAs.
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  SPEAKER_00: Like you can set a budget
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  SPEAKER_00: of a million dollars a week, right?
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  SPEAKER_00: And maybe you spent zero dollars on that budget before, right?
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  And so if you set that same budget of a million bucks a week on
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  a PPC or a YouTube
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  SPEAKER_00: campaign,
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  SPEAKER_00: Google would figure out how to take all your money,
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  SPEAKER_00: right?
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  SPEAKER_00: And so I think that illustrates the point that like there is something
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  SPEAKER_00: fundamentally different about this product,
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  SPEAKER_00: and that is it's prioritizing user experience,
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  SPEAKER_00: the searcher user experience over everything else.
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  SPEAKER_00: And so then the question becomes,
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  SPEAKER_00: okay,
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  SPEAKER_00: if that's the fundamental difference,
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  how do we signal to Google that you guys provide the best user
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  experience in your
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  SPEAKER_00: market?
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  And the primary way I think about this is by what happens on
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  the phone call.
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  That is the greatest way to show Google that you're doing the
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  things that they want
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  and delivering the searcher experience that they want delivered
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  to their searchers,
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  SPEAKER_00: right?
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  SPEAKER_00: Because every time...
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  someone calls your law firm from an lsa from the second the
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  person clicks the call
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  button google is listening to that call and using ai to analyze
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  everything about
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  that call and so the call itself is a treasure trove of data
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  for google to
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  understand if you provide a great experience or if you provide
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  a crappy experience
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  SPEAKER_00: and so to that end i want to share one
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  takeaway that we encourage clients to use and you can implement
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  in your own firm,
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  SPEAKER_00: and it's this,
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  SPEAKER_00: right?
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  SPEAKER_00: Since Google is listening to the calls,
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  every time you get a call on an LSA from anything that
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  resembles a case type you
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  SPEAKER_00: serve,
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  SPEAKER_00: you never want to let Google hear you turn that down on the initial call.
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  SPEAKER_00: So let me give you an example.
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  SPEAKER_00: Let's say you're a personal injury firm, someone calls you,
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  SPEAKER_00: They tell you that they were in an auto accident.
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  SPEAKER_00: They have some really minor injuries.
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  SPEAKER_00: Maybe there's a gap in treatment.
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  SPEAKER_00: It's a case that you don't want.
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  SPEAKER_00: It's disqualified based on your criteria,
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  SPEAKER_00: but it's still an auto accident with a minor injury,
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  SPEAKER_00: and the person searched a keyword like auto accident lawyer near me,
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  SPEAKER_00: right?
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  SPEAKER_00: If you were to turn that down on the call,
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  SPEAKER_00: Google would hear you turn that down,
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  and then we'd create a really negative association between the
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  keyword auto
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  SPEAKER_00: accident lawyer near me
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  And what actually ended up happening on the call and then
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  Google's disincentivized
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  SPEAKER_00: to rank you high for that keyword next time,
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  SPEAKER_00: because they think they made a bad match.
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  SPEAKER_00: So like,
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  SPEAKER_00: we always want Google based on what happens during the call,
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  SPEAKER_00: to think that you are moving the call forward in a meaningful direction.
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  and to reinforce that you want those type of leads and that
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  they made a good match
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  between that that keyword and that the person had a good
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  experience right if you
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  tell them you're turning them down it's a bad searcher
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  experience as well because
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  now they need to start their entire search process over they
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  need to go back they
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  SPEAKER_00: need to search the query they need to call another lawyer
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  SPEAKER_00: Like, so from a searcher experience, it's also less ideal.
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  SPEAKER_00: They got to, you know, continue their search process.
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  So that's one practical takeaway from the call side of things
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  that you can implement.
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  SPEAKER_00: And that is really useful when in competitive verticals,
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  SPEAKER_00: particularly like personal injury,
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  SPEAKER_00: where you're trying to gain an advantage on LSAs.
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  SPEAKER_00: I'll pause there for a second.
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  SPEAKER_00: Questions on any of that stuff?
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  SPEAKER_01: So, well,
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  SPEAKER_01: It's kind of a complex question,
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  SPEAKER_01: I guess,
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  SPEAKER_01: but like I,
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  SPEAKER_01: when I talk to law firms and their intake teams,
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  SPEAKER_01: um,
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  particularly when it comes to local service ads and like
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  updating the dashboard,
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  SPEAKER_01: um,
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  SPEAKER_01: there,
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  the intake teams tend to be a little bit like zealous in terms
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  of like what they
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  SPEAKER_01: want to rank poorly.
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  SPEAKER_01: You know,
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  SPEAKER_01: because like in your example,
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  SPEAKER_01: it was like,
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  SPEAKER_01: oh,
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  SPEAKER_01: that was an accident case,
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  SPEAKER_01: but we want good accident cases.
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  SPEAKER_01: So let's tell Google this is a bad one.
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  SPEAKER_01: Like,
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  can you talk a little bit about that and just like what kind of
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  feedback we need to
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  SPEAKER_01: send Google,
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  SPEAKER_01: you know,
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  SPEAKER_01: overall?
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  SPEAKER_00: Yeah.
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  SPEAKER_00: So and Michael,
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  SPEAKER_00: to your question here,
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  SPEAKER_00: Michael's question was,
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  can you recommend how to handle the call if it's just property
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  damage and no
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  SPEAKER_00: injuries,
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  SPEAKER_00: which I think is kind of the same question you're asking,
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  SPEAKER_00: Tiffany.
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  SPEAKER_00: And so, yeah, here's how I think about it.
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  SPEAKER_00: If
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  SPEAKER_00: So on the call for the call recording,
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  SPEAKER_00: I always want to leave it neutral, okay?
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  SPEAKER_00: At the very worst.
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  SPEAKER_00: If it's a qualified lead and you can sign it,
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  SPEAKER_00: I want Google to hear you say,
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  SPEAKER_00: we're sending you the retainer agreement.
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  SPEAKER_00: We can't wait to have you as a client, right?
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  SPEAKER_00: If it's truly a qualified lead that you can sign up.
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  If it's not,
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  I never want them to hear that you straight out rejected it on
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  the recording.
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  SPEAKER_00: Michael, to your point, if it truly is just property damage on the
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  SPEAKER_00: lead, the individual leads all have the rate this lead survey.
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  SPEAKER_00: There you can complete it as very dissatisfied.
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  SPEAKER_00: And then that's fine because we're training the algorithm there.
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  SPEAKER_00: But for the AI,
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  SPEAKER_00: Purpose when it's analyzing the call, I don't like it to hear that.
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  SPEAKER_00: So that's the way we structure it is.
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  SPEAKER_00: Leave it neutral if you know you're going to turn it down.
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  SPEAKER_00: Provide accurate feedback on the survey.
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  SPEAKER_00: Now,
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  SPEAKER_00: if there are injuries,
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  SPEAKER_00: but they're just not catastrophic enough for you to want to sign,
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  SPEAKER_00: I would still tell Google on the lead survey,
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  that you're very happy with that and that it converted or that
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  it's a high value
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  case or something like that so that's where i kind of draw the
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  distinction is like
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  if there's an injury even if you didn't sign that case still
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  tell google you're
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  really happy with it even if it's not quite catastrophic enough
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  for you but if
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  SPEAKER_00: there's straight up no injuries
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  It's someone hit their car while it was parked on the side of
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  the road and they weren't in it.
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  SPEAKER_00: And that's really explicit on the call for sure.
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  SPEAKER_00: Mark it negatively on the feedback survey.
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  But you want to make sure that that's explicit on the call
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  because otherwise the
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  SPEAKER_00: system won't have the ability to understand what happened there.