PPC (pay-per-click) marketing is one of the easiest ways for lawyers to get high-quality leads. In contrast to SEO (search engine optimization), PPC advertising enables you to appear on websites and for keywords you are targeting. You may begin gaining customers almost immediately.
You must adequately design and carry out your PPC for law firms because the legal services sector is one of the most expensive and fiercely competitive.
Where PPC marketing fits into the marketing plan for your law firms
PPC and SEO, however, complement one other very well for several reasons. First, you can check any keyword’s profitability and conversion rate before focusing your SEO efforts on it because you can target any phrase by simply bidding on it through PPC. This enables you to overlook irrelevant and low-converting keywords and just concentrate on those that are profitable.
You may also utilize your advertising to test and identify vocabulary, calls to action, and selling points by letting PPC as the direction for your SEO strategy. You may then incorporate the ads you’ve found into your website’s meta description, call to action, title tags, headers, and body content once you’ve determined which ad wording connects with searchers.
When used with SEO, PPC advertising will assist your law practice in enhancing overall search engine exposure.
If your law firm has received any wrong impression, combining PPC for law firms and SEO methods will also be beneficial. This strategy involves showing up for keywords related to your law business in both paid and organic results (map pack and non-map pack), which allows you to push down any potential lousy content.
PPC is also an excellent complement to any email marketing or marketing automation you may be using. Because PPC for law firms enables you to direct targeted traffic to lead capture forms that send nurturing emails to subscribers to help warm them up to your practice before scheduling a conversation with them, these two channels complement one another nicely.
The next step is to begin PPC marketing now that you know its value and how it complements your company’s marketing plan.
How your law firm can get started with PPC marketing,
Paid search campaigns are the simplest to launch and maintain. With this campaign, you can appear immediately in Google search results for particular keywords; the example of an ad for “Lawyer in San Jose” is provided below.
This campaign focuses on finding and competing for keywords related to the legal services you offer. So, for example, if you are a lawyer in San Jose, California, some of the keywords you might bid on are
Lawyers near me,
Lawyers in San Jose
Let’s dive into how exactly to set up your practice:
Creating a campaign is the first step
You want a Search Network Only drive with all options enabled in this instance.
By choosing the all features option, you can utilize all of Google’s features when buying advertising space on its search network.
Because you might not want to work with clients outside of your city or a specific radius, setting up your geographical targeting is crucial.
Select the advanced search option under the Let Me Choose… option. You have two options for targeting from there: by city or by radius.
You should also pick People In My Targeted Location by clicking on the Location choices (advanced) link. This ensures that only residents in the area where your advertisement is displayed see it:
You should use the automated bid technique that Google Ads offers by default unless you are sure of what you’re doing. The maximize conversions strategy will be used the majority of the time. According to your budget, this tactic automatically modifies your bids to acquire the highest number of conversions.
Simply put your daily budget in the budget field. Multiply your daily budget by 30.4 to get your monthly spending plan (the average number of days within a month)
Daily Budget x 30.4 = Monthly Budget
You should now make ad extensions for your advertisements. Ad extensions are optional extra features that occasionally appear in your adverts.
You ought to utilize the following extensions as a lawyer:
Use the scheduling tool in Google Ads’ advanced settings to represent your availability if you only operate on certain days of the week or at specific times.
To create your first ad group after finishing the campaign setup, click the Save and Continue option at the bottom of the page.
Ad Groups and Keywords
When creating your campaign, you should choose a Single Keyword Ad Group for your ad groups and keywords. This implies that you should make an ad group for each keyword you’re targeting, including phrase-match, exact-match, and broad-match keyword targeting.
The next step is to generate adverts for your newly created ad group. Since you are employing the single keyword ad group strategy, each advertisement should include its target keyword in the five adjustable places.
Final URL — After clicking on your advertisement, a person will arrive at this URL. You should create a landing page for your PPC for law firms’ campaigns.
Headline 1 — The first of two headlines is this one. Usually, you want this title to catch the searchers’ attention and specifically mention the phrase or service the ad group is targeting.
Headline 2 —The second headline is this one. Once they click your ad, you should use it as a call to action to persuade the searcher to take action. Several instances of Headline 2 include Request a Case Review or Request a Free Consultation.
Display URL Path 1 & Path 2 — This is the URL that the viewer of your advertisement sees. Use this as a chance to add the term or service that the promotion is targeting.
Description — Here, you should briefly describe the ad and the benefits of clicking on it. Include benefits when creating the description, and include a call to action at the end that is specific to the keyword or service that the ad group is targeting.
Make sure to produce at least three different ads for each ad group when setting up your ads. This enables you to test several iterations to determine which ones get the most clicks and conversions for your business.
Optimizing your campaign
Once launched, your campaign needs to be continuously improved to become a well-oiled lead-generating machine for your law practice. You must engage in the following three things every week to advance your campaign:
Examine the search terms report that Google Ads gives you for each ad group, then choose whether or not:
This search term requires the creation of a brand-new ad group.
The search term should be added to the list of prohibited keywords.
Improper Conversion Tracking
Many attorneys fail to properly monitor the results of their PPC ads. If you don’t correctly measure conversions, you won’t be able to determine the precise ROI of your PPC for law firms‘ campaigns, and you won’t be able to decide which keywords and advertisements work the best. Keeping track of what happens after that email or phone contact is just as important as the conversion tracking that Google Ads or Bing offers.
So how do you resolve this?
The first step is to confirm that all conversion points are being tracked, including phone calls, email submissions, and live chat, if it has been set up on your website.
Following their initial interaction with you, all leads must be tracked to determine whether they converted into actual customers or not. This may be accomplished by creating a basic Excel or Google Sheets document and using it as a little CRM to log every email and phone call you receive, along with the source and status.