The Invisible Ad - No Billboard Effect

This week's wild website is not a website at all, but rather an ad that is so missing the mark, I had to call it out. Check this thing out above.

It's from a platform that is sold to lawyers presumably on a rental basis or at least there would not be much traffic but for the paid click impression. It's a band-aid, not a full solution to their needs.

This particular ad is awful for one massive reason - NOWHERE in it is the firm's or lawyer's name! It even ends "lawofficeof" like a cliff hanger.

As a result, they get none of what I have coined and written about called The Billboard Effect.

Let me explain.

Although Google seems to never admit it, I have seen with my own eyes for over a decade and heard various other experts discuss the phenomenon of increased SEO from PPC.

Simply put, when you advertise your company or law firm, your organic rankings and traffic always seem to improve. I have a two theories to explain this but I will warn you they are both a little "out there" and I have not scientifically proven them.

The Subconscious Read & Remember Theory:

My explanation attempting to use science is based on how people skim content but are actually absorbing it subconsciously. Speed readers harness this to their advantage.

So if your ad is on the top of the page, at least some part of you reads it as you scroll on past. And when it shows up just below in the Local Map pack's top 3, or if you click the More Businesses link and expand the list and the same name appears, your brain says "I know that name." and you interact. Again, no data or evidence to prove this and as my kids, wife and everyone that knows me can attest - science is not my thing.

The Cynical Salesperson Theory:

There is an old saying in sales training - "People hate to be sold, but they love to buy." I actively engage in other's sales process because I am a student of it, and a bit off admittedly.

Others have been trained over time by awful landing page funnels to see the word and icon Ad next to the listings and refuse to fall for this trap by clicking the link and losing control.

BUT > They do need what this company or firm provides and if the ad is written professionally and persuasively, so what do we do?

We go right back up to the search bar and type in the name of the firm that was willing to buy the click and get taken directly to their home page or a matching page if we add some context, like a practice area.

Presto Chango - a PPC ad turns into an organic visit that would never have happened otherwise. Chalk another win up for the Billboard Effect.

Don't be like this guy! Get help and know what you are getting and getting into when you sign up for a band-aid instead of the surgery your digital marketing really needs.

Author Bio:?Chris Cahill?is a San Diego-based marketing professional with a "unique set of skills" sharpened over a business leadership career that started in elementary school, includes a JD/MBA and management of several small and medium sized businesses in a dizzying array of industries. He helps his lawyer peers attract new clients along with this?Mockingbird Marketing?teammates, focusing on the high volume "life event" cases found in the personal injury, family and criminal areas.