A Law Firm’s Guide to Pay-Per-Click Advertising

APRIL, 2020

PPC for Lawyers
Google Adwords Tips & Tricks
Law Firm Advertising

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Pay-per-click (PPC) advertising is one of the most foolproof ways for every business to generate high-quality leads—including law firms. Unlike search engine optimization (SEO), PPC is a digital marketing technique that you can take advantage of to start acquiring clients almost immediately after deploying your PPC campaign. When done correctly, it allows your ads to appear on sites and rank for keywords that you are targeting.

Given that the legal industry is incredibly competitive and cutthroat—there are approximately 1.3 million lawyers alone—it is vital that you carefully plan your law firm’s PPC campaign should you decide to deploy one. In this guide, we’ll explore how you can run a successful PPC campaign that can get you more clients.

An overview of how PPC advertising works for law firms

First things first, your law firm will have to bid money to have your desired ad appear on top of the search results when someone searches for a particular keyword or phrase that you’re targeting. If your bid is high enough and the search engine you’re bidding on deems your ad copy and website relevant to the user or searcher, then your ad will be displayed in your target audience’s search results. Usually, PPC-fueled ads have an “ad” attached to them to signify that they were paid for.

Disadvantages of PPC advertising for law firms

Costly: In PPC advertising, you often get what you pay for. If you want to secure the top spot, you need to prepare a hefty budget. Even if your ad copy is compelling and your landing page is well-thought-out, you’ll have lower chances of getting the top spot if your bid is low.
Short-term: PPC campaigns can only last for a specific period of time. Once you stop your payments, your ads will disappear on top of search engines, unless, of course, you employed powerful SEO practices.
No guarantees: Even though lots of people click on your ads, there’s still no guarantee that they can turn into a lead. It’s all the more critical that you make sure that your landing page is compelling enough that you attract clients.

Tips for a successful PPC campaign

Research keywords that your ideal client is searching for.
Set up and optimize landing pages that match your ads and offers.
Write an enticing copy.
Don’t splurge right away—start small. Do an experiment to figure out strategies that would be effective.
Set up a budget that can boost you on top.

While PPC campaigns can be costly, the reach you get is well worth the splurge. If you need help setting one up, our PPC management experts in New York can lend a hand. Contact us today to find our more.

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