Pay-per-click (PPC) marketing may be a new concept to you, but most likely, you have encountered it while searching online. Have you considered using PPC to market your law firm? Below are a few things to understand about PPC marketing and how it can help your firm:
As the name “pay-per-click” suggests, advertisers are only charged a small fee when their ad is clicked. So, instead of organically gaining visits to your website, PPC marketing is a way to buy visits to your site.
One of the most common forms of PPC marketing is search engine advertising. You bid for your firm’s advertisement placement in a search engine’s link. As a result, when an online user searches a term or keyword related to your law firm’s services, your ad may appear on the results page.
What Do PPC Ads Cost?
Your law firm will be charged a small fee each time a visitor clicks on the ad and is directed to your website. However, when you have an effective and successful PPC strategy, the user’s visit to your website is worth significantly more than the small fee you paid for the ad. For example, if you pay $3 for a click, but you gain a client with a $10,000 case, the return on your investment is phenomenal.
Selecting the keywords to use in your PPC campaign is crucial to its success. You should research the best keywords for your firm and create PPC landing pages optimized for conversions. Google and other search engines will reward you for creating an organized and well-thought-out PPC strategy. In fact, you may be charged less per click, so you must do it correctly.
How do I Research PPC Keywords?
Researching the most effective keywords for your PPC campaign can be time-consuming (which is why working with the experts at The Rainmaker Institute is a cost-effective approach). Not only does it take time to research and select your keywords, but you must also continually adjust and improve your keyword list. Your law firm will miss out on driving a significant amount of traffic to your website if you merely research keywords once and never refine them.
When researching your PPC keywords, consider the following:
- Relevance to your services. It only makes sense that you will use keywords relevant to your law firm’s services. Your goal is to target ideal clients and increase your click-through rate. The keywords your firm bids on should relate to your areas of practice and the services you provide.
- Encompassing keywords. Although you may be tempted to bid solely on the most obvious or popular keywords for your legal practice, you should also bid on the long-tail keywords. Long-tail keywords are not as commonly searched, but there are fewer bids for them, which means they are less expensive. Long tail searches also account for the majority of search-driven traffic.
- Constantly adapting. PPC campaigns that have the most success have keywords that are continually adapting, refining, or expanding to reach the ideal clients and drive them to your firm’s website.
PPC Campaign Management
Once you have established your PPC campaign, you must continue to manage it routinely to ensure it is effective. Being active with your account by analyzing its performance and adjusting it to optimize your results is the best predictor of your campaign’s success. A few areas to focus on for adjustments are adding additional PPC keywords, adding negative keywords to improve relevancy and reduce wasted ads, and reviewing expensive or under-performing keywords and terminating them if needed. It is also beneficial to modify your landing pages to boost conversion rates. Finally, avoid sending all your traffic to the same page.
Let The Rainmaker Institute Help with Your PPC Marketing
People hire attorneys they feel connected with and pay-per-click ads are a highly effective and quick way to direct potential clients to your law firm’s webpage. Once a user connects with your law firm, the likelihood of them retaining you increases significantly.
Our passion is to help you achieve a Lifestyle Law Firm® – one that is financially successful, personally satisfying, and gives you the freedom to enjoy your life and the time to do what is important to you.
To learn more about how we can take your legal marketing to the next level, contact us using our convenient online form or call us at 480.347.9800.