With about 3.5 billion Google searches every day, it’s no wonder law firms are using PPC for their marketing strategies. Pay per click (PPC) is a type of advertising that allows businesses to display ads on search engine results pages for a fee. Through targeted keywords, you pay only when a potential client clicks your ad.
Today, people with legal problems turn to Google not just to get more information but to also hire a lawyer. Take advantage of this opportunity and use our helpful tips below.
Define Specific Objectives for the Campaign
What are you trying to achieve with your PPC campaign? Are you looking to generate more cases for a certain time period? Be as specific as you can with your goals and make sure that the PPC ads are aligned with your objectives. Ensure that objectives are measurable and realistic and always set a timeline for it.
Determine Its Scope
Brainstorm whether a PPC campaign would be your only marketing strategy to generate more cases or if you need to incorporate content marketing to achieve your business objectives. Also, find out how long the campaign would run then measure performance and if it’s giving your business a good ROI.
Choose the Right Keywords
Identify the right keywords with your objectives in mind. You may list several keywords and narrow it down to the most important ones – and those that align with your goals. Be as specific as you can with the keywords.
Advertise for Mobile
Do you know that 63 percent of Google’s organic search traffic comes from mobile? This means that you definitely should advertise on mobile if you’re thinking of targeting more cases.
Write Engaging Copy
Avoid writing the same copy for all of your ads. As much as possible, make each one compelling and unique. It has to catch the client’s attention right away. Also, consider writing at least 3 ads per set to maximize its potential. Make it enticing – something that would bring in more clients.
Make Ads Adjustments
If you have Analytics or you constantly monitor your progress, you should be able to make adjustments to your ads and make them more attractive for potential clients. Get rid of keywords that no longer work. Continue testing new ads and if they bring revenue to your business.
Target Your Geographic Location
To reach out to your target clients and save money at the same time, make sure you set your geographical parameters to your location. Doing this would prevent your ad from showing up in California while your law office is in Florida. It would be a waste of money to keep paying for clicks from users who won’t be using your services.
Optimize and Consistently Update Your Website
Do not just work on your PPC ads. It’s imperative that your website is also highly optimized and it has good content. The campaign may help you bring more traffic to your site, but you need to keep these potential clients engaged and eventually convert. You can close more cases if you are able to provide good services as well as informative content for your clients.
Perform Regular Audits
PPC audits are essential as they would help you resolve problems with your programs especially those that are costing you more money. Regular audits give you the opportunity to improve your ad for the best results.
Grow Your Law Firm with PPC
When done correctly, you can win more clients with PPC. To be successful, be very clear with your law firm’s goals and incorporate these in your campaign. It’s crucial to have metrics and measure them to determine if the campaign is giving you high ROI.