Given the competitive nature of legal marketing, many law firms get excited about pay-per-click (PPC) advertising. PPC is easily one of the most valuable marketing tools at a law firm’s disposal. These small ads appear most often at the top and sides of a search engine results page. With such a prominent visual position, PPC ads deliver a virtual “top hit” search result for consumers and advertisers alike.
While PPC does offer firms a better chance to position their businesses front and center compared with traditional SEO, it isn’t always easy to understand. That’s why Findlaw created a detailed guide for law firms to follow as they explore what PPC ads can offer. Here are five of the many insights you’ll gain from our PPC guide for lawyers.
1. Getting a good PPC quality score is not a mystery
There are several core concepts that impact your ad’s overall success, but one of the most important factors is having a good PPC quality score. Quality scores measure the relevance of an ad using its click-through rate (CTR), keywords, and landing page. These three elements help determine impact your ad’s frequency, page position, and even cost-per-click. Firms that learn how to successfully manage these components can reap the most rewards from their PPC campaigns.
2. You have to stick the landing
A landing page is one of the most powerful conversion tools at your disposal. This page should complement your ad and reassure the visitor that they’ve come to the right place. Optimize your firm’s landing page so that any visitors will take the desired action. For example, if you want them to call your firm, make sure your phone number is prominently displayed and enable your landing page for smartphone capability. Keep your content and design focused on the potential client and what they’re looking for. Be concise and offer value. You don’t need a full paragraph selling your firm. A simple “Click here for your free consultation” will suffice.
3. Search engines aren’t the only place to advertise your firm
Certain things just go together, like peanut butter and jelly. The same is true of pay-per-click and display advertising. Unlike search ads that appear on search engine results pages (SERPs), display advertising allows law firms to reach customers on millions of websites, videos, and apps through customized banner ads. Using both paid search and display ads together can help create and capture demand from customers throughout their entire buying journey.
PPC is an extremely effective way of engaging customers who know what they’re looking for, but don’t overlook those who may not need your help yet. Display ads increase brand awareness and build credibility, so when someone does need to hire a lawyer, they’ll be more likely to choose you over a competitor who they are just encountering.
4. It’s ok to stay close to home
Local Services Ads (or LSAs) are one of the newest advertising tools available to law firms. They allow firms to narrowly focus their ads on a particular geographic area. This means that only users who live or search within the designated area will see your firm advertised. There are some familiar parallels between regular paid search ads and LSAs, but the biggest difference is that LSAs use a pay-per-lead model rather than pay-per-click. While this option may potentially yield a lower cost-per-lead than PPC under some circumstances, LSA lead quality may vary more than PPC leads. To maximize visibility and optimize your cost per-lead, consider a mix of both PPC and LSAs.
5. Your marketing approach may change with time
Paid advertising can be very effective at any stage of your firm’s business. For new firms – or new websites – paid advertising can be used to drive early traffic to your law firm. But over time, a website recognized as an authority will capture more organic search traffic on its own. This means you have to intelligently adjust your paid advertising budget so that you aren’t paying unnecessary costs. As you fine-tune your budget over time, balance your paid advertising spend with your organic traffic flow to keep your return on investment positive and the leads coming in.
PPC advertising can quickly become expensive. Because charges apply every time someone clicks on your ads, the costs of even minor mistakes can quickly add up. So, it pays to ensure that your firm’s ads are in good hands. Findlaw can help manage your paid advertising efforts.
To dive deeper into digital advertising for law firms, check out our full-length PPC guide.