Pay-per-click (PPC) advertising has the potential to present a powerful part of your marketing strategy for your law firm. When it’s done right, it ensures your law firm reaches the right target audience when they are looking for legal services online.
Explaining PPC Advertising
Effective marketing requires various strategies. These can include print advertising, a presence on social media, and PPC advertising.
Your firm’s digital ads can be displayed in search results, affiliate websites, and social media, and you pay for each time someone clicks on it. The amount you pay depends on the keyword a user types into a search bar, and some keywords cost more than others. “Lawyer” and “attorney are two of the most expensive words for law firms.
PPC is Valuable for Both You and Audiences
Targeting audiences with any ad campaign has become more sophisticated than ever, and they need to be very precise. The most popular PPC platform is Google Ads, but Facebook ads and Bing ads are also among the top ones to consider.
PPC advertising is also beneficial to audiences. A well-designed, well-written, and relevant ad will reach the right audience at the precise moment they are searching for a lawyer online.
How PPC Advertising Works?
PPC advertising works when you know your audience and their needs. General PPC ads targeted at all customers seeking legal help may miss the mark if you are, for example, a personal injury lawyer. Use keywords that include your city and the type of law you practice to target the right demographics.
Setting up PPC ads correctly helps your law firm build brand awareness, increases phone calls, ensures more conversions, fills your lead pipeline, and generates sales.
PPC allows you to test ad options and methods while also allowing you to analyze performance versus spending. This is the best way to control your advertising budget.
How to create the right PPC marketing for your law firm
There are some straightforward steps to follow to get PPC marketing right for your law firm.
1. Set goals
Marketing plans usually have one goal – to get more clients. However, you need to define your goals by setting a specific target, whether this is 15 leads a month, five new clients a month, or an income you want to generate within a specific timeframe.
2. Target audience research
Every successful PPC advertising campaign is based on a target audience. Do some research to know who your clients are, where they reside, how much they earn, their interests, and their most challenging issues.
There are several ways to figure out a profile for your target audience:
- Surveys or research that include data like their average age, their location, average annual income, language, marital status, challenges, etc.
- Know their favorite social media channels, the type of content they engage with, and what they like to react to. Social media.
- Run an analysis of who your competitors are targeting.
3. Decide on an advertising system
Google Ads tend to offer lawyers the best results, so aim to create search ads and display ads there. However, when you understand your audience, you will automatically know where they, and your competition, have a more significant presence on the Internet.
4. Create a fantastic landing page
Creating a great landing page is an essential step for your law firm’s PPC marketing. This is because prospective clients land there when clicking on your ad. This is where you have another important opportunity to get them to engage with you instead of making them go to your home page. Make it a streamlined page that gives them concise information and a quick and easy way for them to contact you.
5. Choose relevant keywords
Choose your keywords based on your target audience and a specific location. Bid on the keywords according to the area you are targeting.
6. Know your budget
Set a limit to your spending budget to make sure it isn’t excessive. If this is the first time you are trying PPC advertising, start small and check the ad’s performance after a month. It is easy to increase your budget for a greater reach if you are happy. If the ads are underperforming, try different keywords, or adjust the criteria for your target audience.
7. Monitoring the performance
Don’t expect your PPC campaign to become an overnight success. Ads take some time to become more visible and for users to start clicking on them. Monitor them and their ROI from the start, but give them time.
Final take on PPC and your law firm
PPC advertising has many benefits for a law firm because it is scalable, drives fast sales, is easy to measure and optimize, and can be automated. It also offers better ROI.
FREQUENTLY ASKED QUESTIONS
What does PPC stand for?
PPC stands for pay-per-click. This type of marketing is when you pay for each click.
Does AdWords work for lawyers?
AdWords for lawyers can be incredibly expensive but it is a way to buy traffic to your website. How well it works depends on how well you convert and how much you spend.
How much should you spend on PPC?
Businesses typically spend $1-2 per click but most legal areas are going to cost significantly more than that.
Why is PPC important?
it can be an effective way to get visitors to your website and then convert them to clients.
Do people really click on online PPC ads?
A small percentage do click. Even though the overwhelming majority go to organic results, the number of visitors who click on an ad is still significant and many of those convert. They are likely to be more motivated. A more casual surfer will not make the effort