Pay-per-click (also known as PPC) is one of the most strategic ways to grow your law firm and establish a presence across multiple search engine platforms, such as Google. However, managing all elements of your PPC campaign isn’t a walk in the park. It requires the ability to manage and execute all elements of a campaign in order to get the most consistent and the greatest return on your investment.
In this week’s article, we’ll discuss PPC strategies and essentials that you’ll need in order to build a successful PPC campaign. We’ll discuss how you can integrate and optimize your website, and how PPC will strengthen your overall business.
What are Pay-Per-Click Campaigns?
Pay-per-click advertising is a cost effective way to get your website to the top of a search engine results page, and it does exactly as it sounds: you would only need to pay when someone clicks on your ad. Sometimes, you would even run SEO optimized strategies at the same time, in addition to social media advertising.
Once your PPC campaign is up and running, a small description of your website is normally situated at the top spot of an organic search listing. Contrary to Search Engine Optimization (also known as SEO), PPC is instantaneous and based on an auction style payment system. This means that you pay the search engine every time your website is being clicked on.
Your PPC ad should highlight your uniqueness in your specific area of practice and your law firm. It should also align with your values, brand and image. Finally, it should explain to your prospects and potential clients how your firm can help them with their legal needs.
What Should be Included in Your PPC Campaign?
PPC can be fairly complex and there’s one element that’s incredibly important no matter what changes there are in the platforms, and that’s writing an ad copy. If your ad copy doesn’t captivate your audience or leaves your potential visitors with a bad impression of your firm, you’re not going to see a position ROI. Here are a few tips and tricks you should consider when writing your ad copy.
Consider your Target Audience
Your audience clicks on your ads because you have answered their call and they think you have the legal expertise and professional background to help them with their legal matters. So when you start brainstorming about what you would like to communicate to your target market, make sure you put yourself in their shoes and understand what they are looking to accomplish.
Include Statistics or Numbers that allow you to stand out from the crowd
When you have a very successful track record, your numbers and statistics speak for themselves. Your ad copy will have 2-3 lines of text only. By including a small statistic about your successes, you are able to impress your audience and let them know exactly what services they’re getting and what you can offer them.
Include Unique Keywords in your Ad Copy
Unless the name of your firm tells your potential clients what area of practice you operate, odds are, they won’t know. Many times, the URL that is provided in your ad copy gets completely overlooked and that can be a deterrent to your campaign. By adding keywords that are unique to your firm to your Display URLs, you’re able to suggest to your prospects that they will be taken to a page where they can get more information about what they’re looking for.
A/B Test and Utilize Your Best Performing Ad Copy
From time to time, you may have heard the importance of A/B testing your landing pages to optimize your results and call to action. But did you know you can and should also A/B test your ad copies.
A/B testing is a method that digital marketing experts use to compare two versions of an ad copy, landing page or a webpage against each other to see which one performs better. In order to test them, the digital marketer will establish parameters and expectations to see which copy performs the best and which one achieves the goal.
By creating two different ad copies, you’re able to see which one performs better and will give you insight on future PPC campaigns that you may have.
Use a Keyword Planner for Research and Analysis
Keyword planner is a tool offered by Google that allows you to discover new keywords and research keywords that are related to your business to see estimates of the searches that’s being received and the cost it takes to target them.
This is a free tool which is designed to help discover important keywords and data from your search numbers, competition and ad pricing. You can also learn about search volume trends and historical analysis and data of different keywords.
Select the Geographic location of Your Law Firm
Chances are, you probably don’t service every prospect in the United States and/or Canada. By selecting a specific geographic area that you’re trying to target, you can save money on your PPC ad campaign to only show potential clients that reside where you practice.
By setting geographical parameters based on your user’s location, you’ll be able to prevent your ads from showing outside of your geographic targeting area, which not only reduces the cost of your clicks, but will also be used to target your ideal target audience and clients.
When Possible, Promote your Ads on Mobile
Who doesn’t have a smartphone or mobile device nowadays? Mobile search on Google makes up more than half of all searches they receive. By targeting and optimizing your ad copy for mobile in addition to desktop, you’ll be able to capture and make a bigger impact on your visitors.
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Soulpepper Legal Marketing has helped hundreds of legal clients all across Canada and the United States grow their law firm and reach their marketing goals.
Every aspect of legal marketing, whether it’s PPC, SEM, SEO or social media marketing can be complex and often requires experts in order to produce the best results and highest ROI.