If you want to be the number one law firm in your area, you need to know how to execute a proper digital marketing strategy. Law Firm PPC ads have proven time and again to be one of the most effective marketing tools out there. If you want to know how to make the most out of your investment in these ads, you will need to follow these six tips very closely:
#1 Stand Out from the Crowd
Most law firms look the same in the eyes of the clients, so you need to make sure that your firm stands out from the rest. If you’re not sure how you do this, you should look to your competitors and observe what they’re doing so that you have an idea of what you should do. From there, you can start to adapt the strategy to fit with your niche and brand identity. People want to have specialized help with their legal situations, and you want to be the one who reaches out to assist them with whatever they need. PPC ads can help to make your ads appear first on the search list, and if you have the right keywords and landing pages, your conversion from these ads will be incredibly high.
#2 Focus on Long-Tailed Keywords
High bidding words such as “Law Firms, California” are something you should avoid, especially if you’re a smaller business. It may not be the wisest decision to throw a ton of money to try to win an impossible war; instead, pick your battles wisely. Focus on long-tailed, localized keywords so that you have a better chance of winning those bids and gain some traction in the market. For example, keywords like “Personal injury lawyer, Daytona Beach, Florida” and “Tax levy attorney, Cleveland, Ohio” are much more likely to give you more conversions than a one-word keyword. Plus, it’s a lot more affordable to do it that way as well.
#3 Geographical Targeting
As we’ve touched on the previous section, Geo-Targeting settings in the AdWord campaigns are extreamly important, as it helps you to win over your local market. Law firms are like any local business, and laws in each state are different. You want to make sure you can reach the right people for your business without waisting money.
#4 Calls Over Clicks
PPC is short for pay-per-click, which means that the more people click on the link, the more you will have to pay. If people click on the ads without taking any action, that’s free money coming out of your pocket. You need to focus on the conversions rather than clicks, as that will ensure that you get the highest amount of return on your investment. One of the best ways to do this is to use to Call button in the AdWord setting, as that will allow people to call your business right away without having to click on the link at all.
#5 Combine Everything Together
PPC campaigns are an extension of your marketing strategy, and you shouldn’t rely on it as your only marketing tool. You need to incorporate other tools and practices such as SEO, social media marketing, and content marketing into your strategy as well. This will help people to have a better idea of what your law firm is about, and that will help to boost the conversion rates from your PPC ads. What’s more is that having a complete digital marketing strategy will help to drive up brand awareness and authority, both of which can establish a sense of trust in your law firm noth on and off-line.
#6 Work Smarter, Not Harder
You can spend 10 hours of your day trying to fine-tune your PPC settings, but if you don’t know what you’re looking at, it’s not going to do anything for you. Just as your clients look to you for your expertise, you should do the same. Spending the time and money to hire an expert will save you time and money in the end.