Pay Per Click (PPC) Advertising Can Increase Your Law Firm Cases and Complement SEO If Managed Properly
Benefits of PPC
Pay Per Click (PPC) advertising is often overlooked and thought to be a waste of money. If managed improperly, PPC can, indeed, be a huge drain on your finances. However, if optimized properly, PPC can generate leads while increasing your exposure in search results. At Consultwebs, we successfully manage hundreds of thousands of PPC dollars for our law firm clients.
Some of the benefits of PPC that our clients have experienced include:
Setting Your Own Budget: With PPC advertising, you can tailor your budget to your goals and how aggressive you would like your budget campaign to be.
Instant Gratification: With PPC, you can get your ads placed instantly. You will get results (leads) more quickly than with organic SEO methods. Compare this to other forms of advertising where results can take months to determine and campaign changes can take additional weeks to implement.
Real-time Tracking: You can ensure that your PPC campaign stays effective and efficient by tracking the success and failure of every aspect of your campaign in the conversion process. You can easily calculate. ROI can be easily calculated with conversion and Call Tracking.
Reach Your Target Audience (Nationally or Locally): By carefully crafting and targeting your site’s campaign, you can pre-qualify your traffic based upon location or other factors (gender, age, etc.) to make sure you are driving the right people to your site. Google has also made it possible to target an audience based on Nielsen® DMA® (Designated Market Areas). Now, your online campaigns and reporting can more precisely match TV-based audience data and campaigns.
Creating a Successful PPC Campaign For Your Law Firm
What goes into a successful PPC campaign? Here are factors to consider:
Target Your Market: When setting up your campaign, it is important to select the appropriate geographic region that you want to target. This is especially important because most law firms are able to practice only in certain states. Therefore, marketing to people outside that region is a waste of money. It could also get you in trouble should an ethics dispute arise where the rules of those other states are different from those in the areas you are licensed to practice.
Choose Relevant Keywords: It is extremely important that you choose keywords that best represent the clients your law firm is seeking. The keywords must not be too broad (irrelevant traffic) or too narrow (no traffic). The Google Keyword Tool can be used to find relevant keywords with significant search volume. It also provides other useful data such as the average cost per click and competitiveness of certain keywords.
Refined Ad Copy: Make sure your ads are a reflection of your keywords. When someone searches a keyword, the ad that is going to attract the click is the one that has similar text to the search. Having a connection between the keywords and the ad copy will improve your click-through-rate and quality score. Finally, ALWAYS HAVE A CALL TO ACTION! For example: “Call Now for a Free Consultation!” The ads need to compel the audience to click them.
Review/Optimize: In order to continually improve your ROI, you must consistently review and make changes to your campaign. The quality score is a good indication of the success of a particular keyword. By optimizing your ads and keywords you will improve your quality scores over time and thereby improve your ROI. Another crucial step in optimization is adding “negative keywords.”. Negative keywords can help eliminate irrelevant traffic from clicking on your ads and wasting your advertising budget. This could save you hundreds, if not thousands, of dollars.
SEO + PPC = $$$
According to Vanessa Fox, author of Marketing in the Age of Google, “Numerous studies have shown that when a site is visible in both paid and organic search results, both results receive more clicks than if either appeared alone.” Having placement in both the paid and organic listings reinforces the perception of a reputable brand to the searcher. Click–through-rates, conversion rates, and leads are all higher when both organic and paid listings appear in the search results.