PPC ads, pay-per-click advertising, have played a significant role in the legal industry. Many of the law firms have PPC ads implemented as part of their marketing efforts. If you’re new to the legal industry and just started a law firm, you might be considering utilizing PPC ads to help boost your website’s performance and reach out to more people to come work with you.

That said, here are a few things to keep in mind if you want to utilize PPC ads:

1) It Is Expensive

While PPC ads are incredibly effective at driving up lead generation, it can come at a high price. That’s because the keywords used in the category are incredibly costly. For example, the word “attorney” can easily cost around $200 per click, and that doesn’t even guarantee that the person that clicked on it will become your customer.

Why is it so expensive, then? Competition. Big law firms are spending big bucks for keywords. While this might be feasible for larger law corporations, smaller law firms might struggle heavily for the same keywords.

2) It Helps Target Specific Services

The great thing about PPC ads is that you can use it to target specific services. As previously mentioned, the ads use specific keywords. That means that you can utilize keywords that are directly related to your services to attract qualified leads.

For example, if you’re offering family dispute mediation services and the likes, your keywords will go along the lines of “mediator” and the likes.

3) It Does Not Affect Organic Search

Remember, organic search and PPC ads are two entirely different things. PPC ads are just ads that users can click on who are then directed to your website in which you pay for, while an organic search is when a user reaches your site without you having to pay for it. As a result, this also means that your SEO isn’t directly affected by PPC ads solely because SEO is based on organic searches.

PPC ads, however, indirectly support your SEO efforts. For example, PPC ads can still be used to identify which keywords are mostly used by your clients. With that kind of information, you can start optimizing your SEO strategy.

4) It Should Land on the Right Page

If you hear stories of PPC ads being useless to certain law firms, the reason is most likely because the ads aren’t linked to the right pages. Unfortunately, many of these PPC agencies link their ads to their homepage, something which doesn’t help the user. What the user wants is that the ad takes them directly to the service offering.

In other words, the PPC ads you implement should be bringing your audience straight to a landing page that is directly related to the ad. The landing page, then, should also be of value to the visitor, as well as provide a clear CTA with forms to help them get what they want as quickly and as easily as possible.

Conclusion

As you can tell from our “things to know,” there are some precautions to keep in mind as well as advantages of using PPC ads. That said, whether you already have some PPC ads up and running or is thinking about using them, keep what we’ve shared with you in mind. That way, you won’t end up wasting money on a venture that returns nothing to your law firm.

Are you looking for a digital marketing company in New York that can help with your PPC-ads needs? Get in touch with us today to see how we can help.