One of the most effective ways to reach your target audience as a law firm is through PPC (Pay-Per-Click) campaigns. PPC campaigns can get tricky, and some law firms that tried to do on their own with little knowledge of how it works have failed. So, if you’re planning to kick off a PPC campaign, here are some common mistakes that you need to avoid.

1) Improper Campaign Settings

Lawyers are not experts in PPC campaigns, which is why one common mistake seen in law firms is that the campaign settings are incorrect. Google Adwords allows advanced location settings, in which it lets firms reach people in various ways. Most of the time, they choose the option to target “people in, searching for, or who show interest in my targeted location.”

If you look at it that way, it seems like it’s the right option. However, this setting can actually trigger your ad anywhere as long as a user shows interest in your location. Therefore, you gain unwanted traffic. That’s why it’s essential to understand what each setting does and how it will affect your campaign.

2) No Specific Landing Pages

A landing page is essential to your PPC campaign because it’s the first thing that users will see when they click on the ad. Its primary purpose is to get users to take a specific action. Most individuals who are looking for a law firm is searching for a specific lawyer; therefore, a general landing page that talks about your firm will not cut it.

Before you launch PPC campaigns, make sure that you have specific landing pages for users who will click on your ad.

3) Ineffective Keywords

Before you create a PPC campaign, you need to have all your keywords ready—and that means these keywords must be the right ones to use for your ads. One of the reasons PPC campaigns fail is because they are either too broad or competitive. Finding just the right balance in between will do the trick.

Use keyword tools, such as Google Adwords’ Keyword Planner tool, to identify keywords people are typing on search engines when looking for a specific service that you provide. Stay focused when selecting keywords and choose the ones with higher user intent.

4) Ineffective Ad Copy

Another common mistake by law firms in PPC campaigns is ineffective ad copies. You have limited space to write a great ad, which means you need to make the most out of it. Inefficient ad copies are a total waste of money.

A great tip when writing an ad copy for a PPC campaign is not to focus on how great you are. Instead, answer the users’ questions and show how you can solve your audience’s problems. Another thing to do is to make your ad copies local by targeting individual locations with your campaigns to make your ads more relevant.

5) Conclusion

These are the most common mistakes law firms make with their PPC campaigns. PPC isn’t easy—it requires PPC management experts to guarantee that your campaigns are on the right track. So, if you’re planning to use PPC to market your law firm, you need to choose the right PPC agency.

Finding a PPC agency today isn’t difficult with the many choices out there. You need to choose an agency that will suit all your firm’s needs and budget. PPC campaigns can help you reach the right clients and grow your practice.

We are a PPC agency in New York. Contact us today and see how we can help you launch successful PPC campaigns!