Pay-Per-Click (PPC) advertising is one of the most effective paid law firm marketing strategies. According to WordStream, the average click-through rate in Google AdWords, which is the most popular form of PPC, for the legal industry was 2.93% in 2018.
As it allows your law firm advertisements to appear above organic search, you can drive more web traffic to your site relatively quickly compared to organic SEO. However, law firm PPC is much more complex than simply placing bids for the keywords of your choice.
Before you start creating ads and launching campaigns, you need to understand the fundamentals of PPC advertising and learn a few tricks that can help you stand apart from your competitors.
Let’s see a few of those lawyer PPC tricks.
1. Use Negative Keywords to Increase Your Reach
Negative keywords are a vital element in building your PPC campaigns. Negative keywords allow you to filter your prospects, and help you create a highly targeted PPC campaign. This, in turn, increases your PPC profits substantially, generating more revenue for every dollar you spend on your PPC for lawyers.
For example, if you are a criminal defense attorney specializing only in white-collar crimes, search phrases like “drug defense” or “DUI defense” are your negative keywords. When you use these keywords, your advertisement won’t appear when someone searches for a criminal defense lawyer that defends drug or DUI charges.
As your ads appear only for the most relevant search queries, negative keywords prevent you from wasting your PPC ad budget and drive highly targeted web traffic to your website. Most leading keyword research tools, including Google AdWords, allow you to choose negative keywords for your campaigns with just a few clicks.
2. Optimize Each Advertisement
You also need to optimize each advertisement to increase your click-through rate. It is the content of your advertisement which will determine whether or not a prospect will click on your ad. In other words, you need to brush up on your copywriting skills.
Make sure to write a short and to-the-point title for all your ads. You can use statistics or important numbers in the title as they help attract users’ attention. Also, try to include the relevant keyword naturally in your title.
When writing the body as well, keep your message precise and short. It should provide users with all the details they need to know before clicking your ads. The font should be easy to read. Avoid using long sentences and make sure to add your CTA and keywords in the body. Each advertisement should have unique content. Never use content from other ads or your old campaigns.
3. Retarget Your Potential Leads
Although lawyer PPC is effective, not all incoming leads will convert into your clients immediately. While some will show interest in your ads and visit your website, they may not necessarily call you for further help. You can, however, use your PPC ads to retarget such potential clients.
PPC remarketing campaigns can help you reach those prospects who have had some sort of interaction with your ads or website. You can design your remarketing campaigns based on the past behavior of your target audience.
You can launch a remarketing campaign through your Google Analytics account. You can also use a remarketing code in Google Ads to create remarketing ad campaigns based on customized rules. Google’s Dynamic Remarketing also offers much better and highly customized remarketing options.
Just make sure to analyze and understand which type of prospects you want to retarget. As you would be spending more money on each lawyer PPC remarketing campaign, it makes sense to spend it only on users that are highly likely to convert.
4. Track Your Performance
Performance tracking is perhaps the most critical element in running PPC for lawyers. As this is a paid marketing model, every dollar you spend needs to be accounted for. Make sure to track the impact of your PPC ads by identifying and analyzing the number of conversions for each campaign.
Most PPC platforms, including Google Ads, come with a built-in analytics dashboard. You should understand how it works and uses the inherent analytical features to get in-depth insights into campaign performance. You can use this information to improve your upcoming PPC campaigns.
Don’t limit your PPC performance tracking to just one platform. For example, most paid law firm marketing strategies include Google and social media platforms like LinkedIn and even Facebook. You can associate PPC campaigns on all these platforms to get a more comprehensive view of your paid advertising efforts. It will help you understand which areas are doing better than expected and which ones need more attention.
If you have spent time marketing your law firm, you would probably know that PPC is one of the quickest ways to increase your conversions. Getting the most out of your PPC budget, however, is easier said than done. Hopefully, these four tips will help you improve the efficiency of your PPC campaigns. You can always hire an experienced digital marketing agency like Gorilla Webtactics to design, implement, and track your lawyer PCC campaigns. Our experts will help you stand out from your competitors. Call us today at (612) 470-9877 or contact us online to know how we can help.