The thought of launching a paid advertising campaign to market your law firm may sound intimidating or even off-putting, especially if you are not familiar with this type of advertising strategy. However, “Pay Per Click” (PPC) campaigns like Google Ads can be a powerful tool for attracting more clients and growing your firm. As you evaluate your digital marketing strategy, here are some benefits of using Google Ads to help you achieve your goals.
Delivering Qualified Client Leads
First, it’s important to understand how PPC campaigns work. Essentially, Google will display your firm’s website at the top (or another prominent location) of the search results page to anyone searching for legal services or information in your area. Searchers are more likely to see your website information and click on it to obtain the information they seek. In a way, Google Ads is a win-win-win scenario for the searcher, Google, and your law firm. The searcher receives the information they need, Google receives a fee when the searcher clicks on the Ad, and you receive a valuable client.
A Cost-Effective Marketing Strategy
Many people fear that PPC campaigns are too expensive. However, you only pay when a searcher sees your ad and clicks through to visit your website. This means that you are paying for qualified, promising client leads. When you set up your Google Ad, you’ll need to determine which keywords will drive the most traffic to your website. Keywords are where PPC campaigns can become pricey, as certain keywords cost considerably more than others. It’s a good idea to work with a savvy digital marketing firm to set up your Google Ad campaign to ensure you are maximizing this opportunity in the most cost-effective way.
Launching an Effective Google Ad Campaign
Before you launch a PPC campaign, take some time to create a list of keywords that would work best for your law firm. In general, keywords like “lawyer” or “attorney” are too general (and expensive). Instead, consider using “long tail” keywords associated with your practice area and location. These will target people with legal questions in your area and drive them to your website. As you plan your Google Ad, make sure it grabs the searcher’s attention, anticipates and responds to their search query, and inspires a sense of trust in you and your firm. Finally, make sure the Ad makes it as easy as possible for the searcher to contact you and receive the answers and services they need.
If you want to learn more about how PPC advertising can help your law firm achieve its digital marketing goals, call LegalRev today at (800) 893-2590.