PPC can provide a huge boost to your law firm’s marketing strategy, but paid ads can be difficult to master. Follow this article to learn more.
PPC advertising is a major marketing strategy in every business, but law firms have to approach it carefully because it’s a budget-consuming promo tactic. While the average cost per click is rather low at about 2$, the situation is totally different in the legal sector. Here’s what industry reports say about it:
- The legal industry has the highest average cost per action at $135.
- The lowest click-through rate is found in the legal industry.
However, the fact remains that PPC visitors are 50% more likely to purchase something than organic visitors. In such circumstances, the question is not whether to use PPC advertising or not, but rather how to do it in a way that guarantees the best possible outcome.
We will try to guide you through the process, so keep reading to learn seven tips for winning more clients with PPC.
1. Bid for the Right Keywords
The first tip is obvious, but we need to mention it since keywords represent the foundation of PPC marketing. As a law firm owner and marketer, you must take advantage of every keyword research technique there is. SEO experts at professional writing services such as Bestessay.com recommend the following:
- Brainstorm relevant ideas with your colleagues
- Use your client’s testimonials and actual words to give insight into the words to use
- Use Google’s “People Also Ask” function
- Utilize the best keyword research tools like Google Keyword Planner and Ahrefs Keyword Explorer
2. Mind the Negative Keywords
Choosing the right keywords is only one part of the story, but have you ever thought about negative search terms and phrases that could seriously undermine your PPC campaigns? A negative keyword is a type of keyword that prevents your ad from being triggered by a certain word or phrase.
Identifying negative keywords will narrow down your focus and help you to approach verified leads exclusively.
For instance, a law firm may bid for the phrase “best lawyer Boston” but choose not to compete for “best lawyer Boston pro bono.” Now it’s clear who your target customers are and you will avoid possible misconceptions. Another example from a different niche is to bid for keywords such as online assignment help while avoiding dissertation service.
3. Target the Relevant Region
Tip number three is also very clear, but too many companies coming from the legal sector still keep repeating it. You should always determine the radius of your interests and target the relevant region only. It’s easy to do it as you only need to use the corresponding zip codes.
In case your company is running multiple branches in different regions, we suggest launching separate PPC campaigns for each of your offices. That way, ads will be more relevant and different branches won’t be competing with each other.
4. Think Twice about Users’ Search Intent
Successful PPC campaigns revolve around users’ search intent. In other words, you have to think through clients’ needs before deciding how to design your ads.
If a potential customer is still in the awareness stage of the sales funnel, you can welcome him/her with an informative brand-building piece of content. But if they are about to pick a law firm and consult with a lawyer, you should highlight contact details and give them a chance to reach out to you.
5. Focus on Phone Calls
In the legal sector, a phone call is much more productive than a simple website visit. This is exactly why we encourage you to concentrate on phone calls before any other means of communication. There are a few easy ways to do it:
- Launch a call-only PPC campaign
- Take advantage of call extensions to prioritize phone calls
- Track down each call for better decision-making
- Hire a reliable answering system that can be available around the clock
6. Research Competitors
If you are seriously interested in administering perfect PPC campaigns and capturing new leads, you must also analyze competitors and see how they are crafting their ads. This is necessary because it might give you fresh keyword ideas or copywriting alternatives.
However, you don’t need to feel overwhelmed here because it’s important to know the business goals of your own law firm. Something that works well for other companies might not work for your law firm, so you better think about your lead generation objectives first.
7. Optimize Landing Pages
Let’s say you’ve crafted a standout PPC ad and attracted visitors to the landing page. Here comes the question you should ask yourself now: Is this landing page optimized properly? Does it correspond with the content of my ads?
If both answers are positive, then you’re good to go. But if website visitors can’t find what they are looking for, make sure to optimize the landing page before initiating your PPC campaign.
The Bottom Line
If done wrong, search engine advertising can waste you a serious budget without generating the desired results. But if done right, it will make you stand out and drastically outperform competitors in the legal sector. In this post, we discussed seven tips law firms could use to attract more clients with PPC. Make sure to give them a try and you’ll see conversion rates growing very soon!
Isabell Gaylord is a resume writer and dissertation writing help expert at several assignment writing services. She is also a part-time writing services blogger with a corporate finance degree and a strong background in law. Isabell is the mother of two toddlers and a dedicated yoga practitioner.