Promoting your law firm with pay-per-click (PPC)
When a client has a legal issue, they usually turn to the internet and start researching. 96% of potential law firm clients rely on the Internet to validate a lawyer referral and research their issue. They check search engines to find relevant information and to see which experts are available to help.
It’s not easy to appear in the top position organically on Google search results, which is why many firms are turning to pay-per-click (PPC) advertising to get a client’s attention. When you advertise your firm through PPC, you enhance the likelihood of a prospect looking at your firm first. However, it isn’t as simple as it might seem. See below for tips on how to create effective PPC campaigns.
Target your ads intelligently
It’s easy to think that keywords like “lawyer” or “employment lawyer” will get you attention. But you’re more likely to drive return on investment (ROI) by targeting keywords that are closely related to the cases you actually want. Your keyword choices can mean the difference between a click or a new client, and can have a big impact on whether your ads are seen and how much you end up spending.
Monitor and optimize
Neither you nor Google can know how your ads will perform as your ad quality is based on a number of factors. Someone with a more established account and a more effective website might perform better than you and have a lower cost-per-click (CPC). It takes time to establish your ads, but once you have historical data, you can adjust your ads to improve performance. This can result in your ads being displayed at the top of searches and lower your CPC.
Hire an expert
Creating effective PPC ads is a science, and it can be costly. As soon as someone clicks on your ad, you’re spending money. Don’t waste your budget on ineffective ads. There are experts who can make sure that your keyword targeting, location targeting, bid amount, ad copy, landing pages, and campaign settings are all set up properly, so you get the most out of your budget.
PPC takes some trial and error but by working with the right vendor, you can ensure that you’re setting yourself up for success. Whether you’re looking to expand into new practice areas, grow your client roster, or simply get the phones ringing, FindLaw’s PPC experts can help. Connect with us today or register for a free consultation.