Law firms seeking to rapidly attract web traffic might already be familiar with a certain advertising model. This is widely known as Pay-Per-Click (PPC) advertising. Whether you’ve dabbled in PPC or are considering launching a PPC campaign, there are several nuances to this advertising approach that every attorney needs to understand.
What is PPC Advertising?
At the most basic level, pay per click (PPC) advertising is a model utilized in digital marketing where advertisers pay a fee every time one of their ads is clicked. Basically, it’s a highly effective way of “buying” user visits to your law firm site, instead of attempting to earn those website visits organically.
Why is PPC Important for Attorneys?
Law-related keywords are among the most expensive in PPC advertising today. This is mainly due to the high-value nature of legal services, as well as the intense competition among law firms. Despite this, PPC for lawyers can be a worthwhile investment if utilized correctly. PPC can reach people who are actively seeking legal services — driving targeted, ready-to-convert traffic to your law firm’s website.
Keyword Selection is Key
The success of your PPC campaign largely depends on your chosen keywords. Keyword selection should be based on careful research and understood from your potential client’s perspective. You must use tools like Google’s Keyword Planner to identify popular, but less competitive phrases that resonate with your legal services.
Craft Compelling Advertisements
Your PPC ad is your first contact with a potential client, so make it count. The ad should immediately communicate who you are, what you provide, and why a user should choose your services over the competition. Being explicit about your location, and area of specialization, and showcasing client reviews or ratings can instill credibility and attract the right clientele to your ad.
Set an Intuitive Law Firm Website Landing Page
A clicked pay per click advertisement only holds value if it directs the user to a pertinent page. Ensure your landing page fulfills the promise of your ad. For that, you must make it user-friendly, informative, and equipped with a pretty clear call to action.
Be Informed By Gathering Legal Data
As lawyers are fond of evidence, digital marketing loves gathering the needed data. For that, use analytic tools to collect key data points like clicks, impressions, conversions, and bounce rates from your PPC campaigns. This gathered information will provide you with insights into your PPC campaign’s effectiveness.
Budget Wisely For Your Law Firm PPC Advertisement
Lastly, PPC can be a pretty significant online investment for lawyers. For that, you must control your marketing spend by setting daily and monthly budgets. Additionally, refining your targeting parameters such as demographics and search times can greatly prevent unnecessary ad spend on unideal audience segments.