Law firms are one of the businesses that can benefit from Pay-Per-Click (PPC) advertising. A lot of people would typically go online to find a solution for their legal problem, which means that a law firm that has well-structured PPC ads has huge potential to capture the right leads.

So, if you are in the legal industry and you want to use the power of PPC ads effectively, here are some tips to keep in mind:

1. Think Like Your Clients

One of the most common mistakes of law firms is that they get so caught up in marketing that their sole focus becomes what their competitors are doing and imitating that. What they forget is what’s really important is connecting with their audience online. There’s nothing wrong with knowing what your competitor is doing, but you need to pay more attention to what matters most, namely your clients.

To launch an effective PPC campaign that will capture your audience’s attention, start with Google’s Analytics tool. The tool will help you learn essential details about the traffic that comes to your site, as well as the traffic you gain from your PPC campaigns. Even if you don’t have access to Google Analytics yet, there are other useful tools that you can use, such as Google Trends or Google’s AdWords Keyword Planner.

2. Go for Long-Tail Keywords

Law firms should be extra diligent when it comes to their PPC strategy. Not only will this be more effective, but it will save them more money in return. It’s easy to get into the thick of things when it comes to keyword bids for your PPC ads, but if you notice that you’re getting outbid or things are getting pricier, then take a step back and go for long-tail keywords.

Long-tail keywords are less used, but they do have an audience with less competition. So, it could be a good move for your firm to target low-competition keywords.

3. Go Local

Why not approach PPC at a more granular level in a limited market? That said, it’s time to go local. Use the geo-targeting settings of your AdWord campaigns and specific city boundaries, county lines, zip codes, etc. and wait for the clients to come calling you.

4. Target Calls Over Clicks

When it comes to PPC campaigns for law firms, you can now directly capture mobile leads through its mobile features such as AdWords “Call” button or the new “Call Only” campaigns. Having a potential client over the phone will give you a better chance to have that client convert and get your services, instead of having them click on your website. Through phone, you get a bigger window of opportunity to seal a deal.

5. Do Cross-Channel Marketing

Cross-channel marketing is about making all your marketing efforts work together, instead of against each other. For example, if you have a substantial social media presence, use your audience there to see what keywords could lead you to more clicks.

6. Work Smarter

Taking advantage of actionable long-tail keywords and paying close attention to your traffic patterns will help you make better decisions that will lead towards productivity, instead of spending money on campaigns that are clearly not working for your firm.

Conclusion

Digital marketing for law firms can be daunting due to the tight competition out there. However, properly-structured and well-executed PPC campaigns can take you far. If you want the best results, then you might want to consider hiring PPC management experts.

We’re one of the leading digital marketing agencies today that has an excellent team of PPC management experts in New York. Contact us today to learn more about our services.