Blog Category: Advertising

How to Generate Personal Injury Cases for About $100.

Adwords too Expensive

Alternate Title:  PPC Isn’t Too Expensive – You’re Just Doing it All Wrong I have a variation of this conversation with attorneys all the time: I tried Adwords, but its just crazy expensive. I spent $800 on our first day with Adwords, with no phone calls, so we turned it off. Everyone is in Adwords, its just not worth it. The general consensus among lawyers (many of whom have been burned either by an uninformed agency or their own missteps) is that Adwords is expensive and therefore ineffectual.  But…. the very system they are complaining about is based on a… Keep Reading

4 Google AdWords Tips You Should Implement Right Now

Mobile Friendly Test

Mockingbird is one of the newest members in the Google’s Partner Acceleration Program (humble bragging found here). With this exciting new partnership comes exclusive training from Google’s AdWords specialists themselves. During our recent training at Google’s offices, one thing was stressed over and over: MOBILE IS IMPORTANT. I could tell you that people check their phone over 100 times a day, or that 66% of people turn to their smartphone to look up something they saw on TV, but really all you need to know is that more people are using their phones to research and make purchase decisions than ever before…. Keep Reading

Yelp’s Grossly Inflated “Lead” Reporting

Screen Shot 2016-06-24 at 12.44.02 PM

We spoke to a prospective client who was confused why his advertising on Yelp had yielded no clients, although Yelp’s reporting indicated a reasonable, steady flow of leads. Its commonplace for directories to stretch the concept of a “lead” in order to make themselves look as useful as possible.  I get it.  We all get it.  But if you look at exactly what Yelp is considers within their definition of a “lead” it just starts to feel, well, a little grossly overstated. OK Yelp – let’s see what you’ve got for us: Now, I’d certain recognize calls, messages and sales as… Keep Reading

Top Announcements From Google Ads & Analytics Innovations Keynote


This morning, we tuned into the Google Ads and Analytics Innovations Keynote at the Google Performance Summit. The theme, overwhelmingly, was a focus on mobile;  “mobile is everything” and we’re living in a “mobile-first world.” Here’s what we learned: Upcoming Changes to Google AdWords 50% more ad text. Ads will soon be made up of two 30 character headlines and an expanded description (up to 80 characters). Display ads. Where as currently you (or your designer) must create different ads in different sizes for each device, the process will soon be made much easier. In the future, you will only need to submit… Keep Reading

Call Only Campaigns


Nearly a year ago, AdWords announced Call Only Campaigns. In case you missed it, Call Only Ads are similar to traditional paid search ads – but they don’t link to your website. Instead, when searches click on the ad, they will be prompted to call your business.   If you are advertising with Google AdWords and are interested in people calling your business, you’re a candidate for Call Only Ads. The success of Call Only Campaigns is widely variable, like any advertising campaign. However, in some cases the results can be dramatic. For example, we have one client who implemented Call Only Ads… Keep Reading

Why Your PPC Landing Pages Should Be Part of Your Website

lemonlawexperts website screenshot

In the world of legal marketing, we see a general push from our clients to have more than one website. We constantly see law firms with a website for each practice area, or, in this case, separate websites for general use and PPC landing pages. So we reopen the age-old debate – should your law firm have more than one website, specifically for PPC vs non-PPC purposes? Separate domains for PPC landing pages When running PPC campaigns, we’ve heard the experts urge us to have landing pages that are relevant and specific to the content mentioned in your add. But… Keep Reading

7 Reasons You Should Bid on Your Brand Name

Branded Search

When speaking about digital marketing, I’ve been asked time and again if companies should bid on their own brand name in Google AdWords and Bing Ads. “Should we create paid search campaigns based on our brand name? If we rank #1 organically, why pay for traffic that we’re going to get for free anyway? Isn’t it just wasting money?” In short, SEO and PPC, when run together, are greater than the sum of their parts. Of course PPC costs money, and a branded paid search campaign might cannibalize a portion of your organic traffic, but according to a study from… Keep Reading

Should You be Advertising On Yahoo Gemini?


So you’re running PPC campaigns on Google AdWords and Bing Ads… what about Yahoo Gemini? Yahoo launched its advertising platform, Gemini, in February 2014, but it’s been slow to gain traction. In the spirit of trying new things (we also recently checked out Yellow Pages advertising), we decided to give it a try. Overview of Yahoo Gemini Gemini is composed of two parts, much like Google AdWords Bing Ads: Search – Ads in Yahoo search results. Native Advertising – similar to display advertising, ads are placed on sites throughout Yahoo’s partner network. Yahoo Gemini ads are served up to 49%… Keep Reading

YP Advertising’s Efficacy: Case Study

Hand And Phone Book

At Mockingbird we pride ourselves on the ability to push aside bias and focus on what works. Our hubris lies solely in being successful for our clients no matter which channel we use to find that success. This sort of flexibility along with our ability to track the efficacy of marketing spends requires us to constantly experiment with new channels. Our most recent marketing channel adventure is as follows… A few months ago we were approached by Yellow Pages to try their new(ish) advertising platform called ypSearch Marketplace. We figured, why not? The economical theory makes sense – buy PPC… Keep Reading

Is Your Advertising Too Expensive?

cost per lead graph

Recently, we’ve had numerous clients raise complaints about various advertising vendors – all citing similar stories. Usually it goes something like this: “I’m just not getting the return I used to” and “when I talk to my sales rep, they just tell me to spend more.” Sound familiar? Chances are, it’s not just in your head. First of all, online advertising options are getting more expensive. Over time, there will be more and more businesses on the web, making it a more a more competitive environment. More competition will lead to an increase in advertising, and the more businesses advertising… Keep Reading