Properly advertising your firm is critical for the advancement of your firm. There are so many search engines that will help usher your firm to the masses however, google is where you can get the most reach for your firm. This article outlines how you can advertise your law firm on google ads effectively.
PPC (pay-per-click) marketing is a type of online advertising where advertisers are charged only when people click on their advertisements. Advertisers bid on a click’s potential value in comparison to the keywords, networks, and the kind of audience it will likely target.
PPC ads appear when individuals use a search engine such as Google to search for items or services online, and when they are searching for something to purchase. It could be a search for “attorneys near me” or for someone looking for an appropriate thing to gift to their 2-year-old kid “gift ideas for kids” and so on. Pay-per-click advertisements are caused by all these searches.
Companies running advertisements are only charged when a person simply clicks on their ad, thus the term “pay-per-click.”
AdWords can slightly vary for law firms and lawyers than how it looks for other industries, especially with the competitiveness being so intense in the area. So, to get ahead of the competition, you may have to engage with the relevant leads as much as you can and enhance your ad ranking.
So, how can you make it work in your favor? Let us dive straight into how Google Ads can boost your law practice and what you can do to make that happen.
Google Ads For Your Law Firm
1. Define Your Goals:
What are you expecting from these marketing tactics? The goal of any marketing strategy is mostly to acquire more customers and to eventually be able to make a profit out of it. Your law firm should set clear and concise goals on what it is looking to achieve by the marketing strategies. The goals could look somewhat like this:
- Generate 5 leads in a week
- Close 2 clients by the end of the month
- Make $15,000 through new cases by the end of the year
These are just a few examples of your organizational goals. Having these aligned properly will kickstart your campaign with overall success. If you are a law student, you can solve business law case studies to easily understand the market situations.
2. Recognize Your Target Audience
Your PPC advertising strategy may not work very well if you have no idea about your target audience. It is important to take the time to examine who your clients are, where they reside, how much they earn, the challenges they face, and even their desires, to develop the right and most profitable strategy.
How can you do it?
- Collect data from clients through surveys. This data must include the demographics along with factors like the annual income, marital status, hobbies, problems, and so on.
- Social media platforms. What social networks are used by them? What content types do most of them respond to and interact with?
- Analyze the market and competitors. Learn more about your immediate competitor and see what is setting them apart.
3. Narrow Down The Relevant Keywords
Explore the keywords and terms that would better fit the search made by your potential client. You can make use of different tools to perform analysis, such as Google’s Keyword Planner, Google Trends, and Bing Advertising Intelligence. Since law companies typically target people in their local areas, selecting keywords using a specific area can be a smart option.
4. Set Up An Ad Budget
You should allocate a weekly or monthly ad spending budget after identifying and bidding on keywords based on your target area. This move enables you to monitor your spending on advertising. If you are just getting started with PPC advertising, then take baby steps and see how your advertisements work after the initial few days.
You can always raise your Google AdWords for lawyers’ budget to expand your scope if they work well. You might just have to modify your target audience metrics marginally or explore various keywords if they don’t perform as much as you’d prefer.
5. Keep Monitoring Your Ad Performance
Aim to be diligent once your PPC campaign goes online. You are not going to see a complete lead pipeline instantly. For the advertisements to evolve and for people to see and click on them takes some time. It’s necessary to establish a daily reporting cycle to stay in touch with the development.
Monitoring campaign results will not only allow you to better grasp what advertisements are working and what is not, but it will also enable you to further refine the advertisements that work well. This implies you can also further boost the budget for ad spending, which serves to keep the PPC costs down in the longer run.
So far, most of the law firms have been able to generate effective results with GoogleAds. However, law firm advertisers should never just”set and forget” their ad campaigns. You will be able to stay at the top of your game if you continuously monitor the output and make appropriate changes whenever needed.
As for someone who is just getting started and is a law student, you can easily solve business law case studies to understand how brands get benefitted from Google ads. Keep exploring the subject until and unless you reach an efficient conclusion.
Now, not only are Google Ads proving to be beneficial for law firms. Marketers have been using Facebook Ads as well and getting the best results ever. You don’t even need to make a huge investment to get started with Facebook Ads, just a slight effort in the right direction will go a long way for you.
Jane is an educator and marketing professional who has interacted with students and industry professionals alike. She is also the co-founder and consultant at Top My Grades, an educational platform. Jane specializes in civil law providing help with law papers to students. Beyond work, you can find her on a trek with friends or fishing.