PPC Mistakes Law Firms Should Avoid


MARCH, 2020

PPC for Lawyers
Pay-Per-Click Advertising
Google Adwords

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Pay-per-click (PPC) advertising is not a silver bullet. While you only have to shell out a certain amount of money to raise brand awareness and get your name on top of search results, it still doesn’t guarantee that you’ll acquire an influx of clients. 

If you’re a law firm, it gets even trickier. The market is beset with competitors who won’t blink an eye springing big bucks just to get leads, making it all the more difficult to clinch new clients. Fortunately, even with steep competition, you can still have a successful PPC campaign if you implement the best practices.

Law firms that try their hand at PPC tend to approach it the wrong way, resulting in them not getting their money’s worth. Don’t make the same mistakes as them. Listed below are some of the most costly mistakes law firms make when running PPC campaigns:

Using too many keywords

Using multiple keywords in an ad group may seem like a great idea in theory, but it will not be as effective when put into practice. Doing so will only lower, and in some cases, even destroy your ad relevancy completely. It would be best if you use a smaller number of keywords per campaign and ensure that all of them are integral to your law firm’s messaging.

Continuing to use underperforming keywords

When it comes to keywords, you should make it a point to keep track of which ones perform best and which ones don’t give you the results you want. If there are keywords that underperform, it would be best if you stop using them altogether and try other ones. As always, make sure that the keywords are aligned with your firm’s practice areas, messaging, and business goals. 

Refusing to do the math on each click

With PPC campaigns, you have to make sure that you’re getting your money’s worth. Your bid on each campaign should ideally be lower than the profit that is generated from the click it will drive. During the campaign, try your best to crunch numbers so you can ensure that it’s cost-effective and that you’re generating a positive return on investment.

Believing that more clicks yield sure results

More clicks might get you excited, and in theory, it should. But if you look at the bigger picture, clicks do not necessarily equate to conversions. You should focus on the returns your law firm is making from the investment you put into the campaign instead of the clicks you get. A good tip would be using conversion tracking to ensure that you’re implementing the right changes to enhance the performance of your campaigns. 

Running tired campaigns

While it makes sense to regurgitate proven and tested campaigns, you should at least set a limit to how long you’re going to run them. Generating meaningful traffic for smaller, short-term campaigns is better than repeating campaigns over and over and experiencing a dip in results. Make it a point to refresh your campaign every once in a while to yield optimal results. 

Keep in mind these common mistakes and avoid them at all costs so you can run successful campaigns. If you need help standing out from your competition with killer PPC campaigns, get in touch with us. We’re a digital marketing agency that helps businesses succeed with modern, optimized ad campaigns.

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