Traffic through pay-per-click (PPC) advertising yields 50% more conversions than organic advertising. In fact, PPC has a 200% ROI rate as well. With law firm PPC, you can reach more clients online.
Not sure how to add PPC to your law firm marketing strategy? Here are a few tips that can help.
Improve your plans and start using effective marketing for law firms with these tips today.
Research Your Audience
First, take the time to gather audience and keyword research. Your research will determine your campaign targeting. You can target different audience groups at the campaign level.
When researching your target audience, consider their:
- Household income
- Marital status
- Buying behaviors
- Pain points
Determine what keywords they use when searching for law firms online, too. You can use your research for your lawyer SEO strategy as well.
Segment your audience into separate personas. Then, target a different audience group in each campaign. Precise targeting can help you avoid blowing through your law firm marketing budget.
Make sure to add exclusions to your parameters, too.
You can target different keywords at the ad group level. Consider starting with one keyword per ad group (also known as single keyword ad groups, or SKAGs). Once your campaigns run for a while, you can use analytics to determine which keywords help you generate the most leads.
Create Quality Landing Pages
Your website can have a major impact on your marketing for law firms and PPC strategies.
You can learn more about creating quality law firm websites here.
Make sure your website is fast, mobile-optimized, and user-friendly. Otherwise, your landing page experience and quality score will drop. A low quality score can impact your cost-per-click.
Again, you could unintentionally blow through your law firm marketing budget.
Create a dedicated landing page for each ad group or keyword. Google will look for your target keyword on the page.
Each campaign contains ad groups, and each ad group contains different ads. You can target different keywords within each ad group. Once you gather your keyword research, get organized.
Organizing your campaigns can make it easier for you to understand the analytics.
Create Engaging Ads
Make sure the ads you create are eye-catching, engaging, and relevant to the user’s search.
Consider using A/B testing to determine what ad language best appeals to your clients.
Analyze and Adjust
Once you begin using law firm PPC, make sure to analyze the results from your campaigns. Reviewing your analytics can help you make more informed choices moving forward.
Reach Clients: Start Using Law Firm PPC Today
With a strong law firm PPC advertising strategy, you can start reaching more prospective clients online. Start developing your campaigns using these easy tips. Otherwise, look for an agency that offers PPC for lawyers.
With help from an experienced agency, you can generate more leads and start improving your ROI.
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