PPC (pay-per-click) campaigns are great for many reasons. When you implement one in your strategy, you can directly advertise to people who already show interest in what you do. Additionally, you would only have to pay for clicks that your campaign generates, allowing you to enjoy results that are both immediate and cost-effective!

For these reasons, PPC campaigns are especially attractive for law firms, and it would be hard to find a one that is not already utilizing such a campaign.

On the other hand, if your law firm has yet to start with PPC campaigns, here are the things you will need to do in order to get it right on the first go!

1. Use Google Ads

Why are we telling you to use Google Ads? A lot of the tips we are going to share with you can be done using the platform. From keyword research to competitor analysis, all of these can be done using Google Ads and its different tools. They are all essential in creating an impactful PPC campaign that can get you results with as little time and money wasted as possible.

2. Learn about your keywords

With Google Ads ready, the first thing you will need to do is to find out what your keywords are and learn more about them.

There is a tool known as the Google Ads Keyword Planner that will help you research your keywords. For example, you can learn about the cost-per-click (CPC) of a specific keyword related to your industry and services. Another thing you can learn is the frequency at which these search terms are being used. This is usually referred to as the search volume.

If you are having trouble figuring out what your keywords are in the first place, you can also use the service to determine them. You need to write down a keyword that you think is relevant to your business, and the tool will come up with similar terms and phrases that you may use.

3. Look at what the competitors are doing

You can also research your competitors via Google’s Ad Preview and Diagnosis tool.

To do this, type down the search queries that relate to your business. Then, specify the location of your target audience and choose the platform they use to run those queries. Generally, you would want to include both mobile and desktop devices to give you a sense of what kind of audience you can expect on both platforms.

Once that is done, you can see what kind of ads are available on both platforms. These generally represent what your competitors are currently doing, allowing you to develop your ads with a unique twist without straying too far from the norm. This will differentiate you from the rest, giving your ads a higher chance of attracting more clicks.

If you require more competitor research—which is always a good idea—there are a myriad of tools online that can help you learn more about what your competitors are up to with their PPC campaigns. For example, you can learn about how much money they are investing in PPC, how their campaigns have been strategized, and how much they are bidding to get their ads on top.

Conclusion

Through the methods mentioned above, you can continue with your PPC marketing strategy with greater success. From optimizing your landing page for the appropriate customer to remarketing your services to stay in the minds of your audience, all of that will be possible with research and analysis. That said, PPC campaigns will only be effective once you have collected enough data, so be patient, consistent, and thorough.

Need help from a PPC agency in New York to help build your first PPC campaign for your law firm? We offer you a wide range of services—PPC advertising included! Reach out to us today.