14 Tactics to Dominate PPC in the Mass Tort Marketing Field

Pay-per-Click or PPC, is a crucial part of any Mass Tort digital marketing strategy. PPC will help increase your online visibility and engagement while driving quality traffic to your websites.

Mass Tort cases, which involve large numbers of plaintiffs affected by a common issue, require a broad yet targeted outreach strategy to identify and attract eligible claimants.

Why PPC advertising can work for your Mass Tort campaign?

• Targeted reach: you decide your targeting based on the “ideal candidate”.
• Cost effectiveness: you decide how much you want to spend each day.
• Measurable results: you will have real data to measure the performance of your investment.
• Scalability and flexibility: with the right strategy, it can be easily replicated and adjusted in real time.

In the following article, we will show you important tactics to improve your PPC Mass Tort marketing efforts and start getting high quality leads.

Common PPC Terms to be familiar with

Before getting into full PPC mode, you need to know the most known concepts:

• Cost Per Click (CPC): how much you will pay for each click on your ad. It is a critical metric for managing advertising budgets and understanding the cost efficiency of your campaign.
• Cost Per Acquisition (CPA): also known as “cost per conversion”, is the cost to acquire a customer, lead, or sale.
• Click-Through Rate (CTR): the ratio of users who click on an ad to the number of total users who view the ad. A higher CTR indicates that the ad is relevant and engaging to the audience.
• Conversion Rate: the percentage of users who complete a desired action, such as filling out a form or making a purchase on your website or landing page.
• Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on a PPC campaign. It is calculated by dividing the total revenue generated by the total ad spend.
• Lead: in a Mass Tort context, a lead is a person. Someone who meets the criteria of your buyer persona.
• Buyer Persona : is your ideal candidate based on certain characteristics such as their condition, behavior, experiences, demographics or interests.?

It is important that you understand these concepts throughout the campaign development, because they will help you get a better picture of how you can improve performance and optimize your strategy.

Now, you are ready to dive-in with the top 14 tips to improve your PPC Tactics for Mass Tort Marketing.

1. Align your PPC objective with your law firm objective

Before starting your journey in PPC Marketing, you should ask yourself (and your team) how your strategy is going to align with the needs of your law firm.

For example, you should ask what is going to happen as soon as you get a lead from your PPC campaign. Does it need to be processed right away? Are you going to send a first contact email? Is the lead calling directly and how is it going to be overseen?

Is like fitting the right piece (PPC Marketing) in a bigger puzzle (your law firm procedures) and making sure you are not wasting money in an inefficient way. Thus, our next tip.

2. Set S.M.A.R.T. goals

When you hear “smart goals”, you think about a thoughtful way of thinking about your objectives. It has something to do with that.

SMART is an acronym for Specific, Measurable, Achievable, Relevant and Time-Bound goals. This will guide your efforts and ensure that your campaign is structured for success.

A SMART goal should look like this:

“We want to increase the lead generation by 10% while having a 30% conversion rate of the total leads by the next 2 weeks. This will increase the revenue and trust of our Law Firm or agency”

3. Conduct a thorough keyword research

After you have defined SMART objectives for your PPC Mass Tort Campaign is time to dive into Keyword Research, a critical process that involves identifying and selecting the best keywords to target.

Gather all your team and begin by brainstorming a list of potential keywords that are relevant to your business and campaign goals. Think about the terms and phrases that your buyer persona might use when searching for your products or services. Include a mix of broad keywords (general terms) and long-tail keywords (more specific phrases).

You can also use a keyword research tool to expand your list and find additional keyword ideas. Some popular tools used in PPC are:

• Google Keyword Planner: provides keyword suggestions, search volume data, and cost-per-click (CPC) estimates.
• SEMrush: offers comprehensive keyword analysis, including competitive research and keyword difficulty scores.
• Ahrefs: provides detailed keyword metrics and competitor keyword data.
• Ubersuggest: generates keyword ideas and provides search volume and CPC data.

Your keyword research should also explore search volume (how often people search for a given word) and competition (how advertisers are bidding on the keyword). You need to find the balance between a good volume and a low competition.

Additionally, you need to think about the user intent behind every keyword. Ideally, in Mass Tort you want to connect with plaintiffs, so you can aim for transactional intent keywords like "Best talcum powder lawyers."

4. Make a competitors’ analysis

Essential for identifying opportunities and refining your strategies. By examining your competitors’ strategy, keywords, ad copy, and budget allocation, you can uncover gaps and high- value opportunities that they may be overlooking.

Benchmarking your performance against competitors also provides a clearer understanding of industry standards, helping you set realistic goals and improve key metrics like CTR and conversion rates.

5. Set up a correct measurement system

By this point, you have reviewed all the PPC essentials before your campaign launch. But how are you going to measure the impact?

This step is very technical, sometimes overlooked by non-marketing teams. Let’s say your firm builds a digital strategy with 3 main tactics: Google Search ads, Facebook ads and Native ads. After 1 week you see that 15 people filled out a form in your website. How will you know where your leads came from?.?

That is the million dollar question. You need to be sure that your efforts are paying off and that you can keep track of the source of the leads.

Here are some of the tools we use as measurement systems:

• Google Tag Manager: is a free tool offered by Google that allows marketers to manage and deploy marketing tags (snippets of code or tracking pixels) on their websites or mobile apps for tracking user activity, running analytics, and measuring performance.
• Google Analytics 4: it's a platform where you can see the actual data of your website and gather insights about user intent and behavior.

After you have reviewed our first 5 tips, it is time to begin the implementation process.

6. Write a compelling copy

Ad copy is critically important for a Mass Tort Marketing Campaign as it serves as the initial touchpoint and persuasive element that captures the attention of potential claimants.

It should highlight key benefits, such as free consultations and potential compensation, and include strong calls-to-action that guide the audience towards the desired response. Additionally, well-crafted ad copy, tailored to specific keywords and audience segments, can significantly improve the ad's performance.

7. Align your landing page to your ads

When the content of your landing page matches the copy and promise of your ads, it ensures a seamless and relevant user experience. This consistency reassures visitors that they are in the right place and that the ad they clicked on is related to the content they are now seeing, which increases the likelihood of conversions.

For example, Google Ads uses a Quality Score to determine the relevance and effectiveness of your ads. A higher Quality Score can lead to better ad placements and a lower CPC.

By ensuring your landing page content is directly aligned with your ad copy, you keep users engaged, reducing bounce rates, and increasing the time they spend on your site.

8. Use Google Ad extensions

Google Ad extensions are additional pieces of information that can be added to your PPC ads to provide users with more context and increase the ad's quality, visibility and appeal.

They enhance the standard ad format by including extra details such as location, phone number, additional links, promotions, and more. These are the most common types of Ad Extensions:

• Sitelink Extensions: links to specific pages on your website. Usually the most relevant page to the ad itself.?
• Call Extensions: phone numbers that allow users to call directly.
• Location Extensions: business addresses to show your location.
• Callout Extensions: additional text to highlight unique offers or features.
• Structured Snippet Extensions: lists of specific aspects of your products or services.

For a law firm running a Mass Tort campaign, you might add call extensions to allow potential clients to call directly and sitelink extensions to direct users to specific pieces on information (i.e., how can they qualify for the lawsuit or who are the defendants).

According to Google’s own data, including Ad Extension on your ads can severely increase your CTR performance.

9. Advertise on multiple platforms

Google ads are an indispensable part of most PPC strategies. However, a recommended practice is that your Mass Tort marketing budget is spread among different platforms such as Bing, Facebook, Instagram, YouTube, TikTok, etc. Each platform offers unique features and targeting options, so it is essential to evaluate it’s pros and cons.

These pros and cons depends on your where is your buyer persona across the customer journey. For example:

On one hand, we have Google Search ads and Bing Search ads which are keyword-based targeting options, ideal for capturing users actively searching for you.?

Similarly, social media platforms like Facebook, Instagram or TikTok offer sophisticated targeting capabilities that allow law firms to reach potencial claimants. For example, law firms can target Facebook users who have shown interest in relevant topics such as healthcare or consumer rights.

Having multiple paid channels will give your strategy that 360 degree aspect of covering all forts.

10. Implement A/B testing

Also know as Split Testing, is a method used in PPC campaigns to compare two versions of an ad creative or landing page to determine which one performs better.

A/B testing lets you experiment with two variations of an ad, each with a single differing element, such as the headline, ad copy, or call-to-action. These variations are then randomly shown to users, and their performance metrics, such as click-through rates (CTR) or conversion rates, are measured and compared to determine which version is more effective.

By experimenting with different ad variations, marketers can identify which elements have the most significant impact on performance and refine their campaigns to maximize ROI.

For example, you could have:

• Call-to-Action A: “Get Your Free Consultation Today.”
• Call-to-Action B: “Call our Legal Experts Now.”

If Call-to-Action B performs significantly better in terms of CTR and conversion rate, it indicates that is more effective.

11. State negative keywords

We need to be sure our daily budget is spent in the most efficient way as possible. That is why you need to use negative keywords.?

Negative keywords are a PPC strategy used to exclude specific terms or phrases from triggering your ads. This helps ensure that your ads are only shown to users who are more likely to be interested in your services, thereby improving the relevance of your ads.

Running search ads will offer valuable insights beyond just conversions. You will gain a wealth of information, for instance, by learning what keywords are not driving qualified traffic. These are also known as negative keywords.

For instance, if your campaign targets individuals affected by a specific medical device, in Mass Tort Marketing you might use negative keywords to exclude searches related to unrelated medical conditions or general medical device information.

12. Use your previous ads to narrow your target

Another good piece of information that you can extract from a previous campaign is Lookalike and similar audiences. These are generated after you have analyzed the characteristics and behaviors of your lead base and finding new users with similar traits.

Platforms like Facebook Ads offer Lookalike Audiences, while Google Ads provides Similar Audiences. By leveraging data such as demographics, interests, and online behaviors, these tools help you target individuals who are more likely to be interested in your services, thereby expanding your reach to a highly relevant audience.

For example, if your law firm has successfully generated leads affected by a particular defective product, with this PPC tactic you can create a Lookalike Audience based on those clients' profiles. This approach helps you connect with new potential claimants who share similar characteristics.

13. Run remarketing campaigns

You may also have prospects that for one reason or another did not convert into leads. This is high value information and would be of waste if you do not target them again. This is were Remarketing comes into place.

Remarketing, also known as retargeting, is a PPC tactic that involves showing ads to users who have previously visited your website or interacted with your digital content but did not complete a desired action, such as filling out a form or requesting a consultation.

In Mass Tort Marketing it would work like this: If someone visits your site to learn about a specific mass tort case but leaves without contacting you, remarketing ads can remind them of the legal assistance you offer and the importance of seeking compensation.

14. Work with a Mass Tort PPC expert

Although there is no secret recipe for success in PPC Marketing, using these best practices and implementing a constant testing for your ads can give you a better picture of what works.

You might be thinking that it requires a lot of effort to be successful, as it can take time that you would allocate to your clients’ cases.?

How can you gain leverage from PPC Marketing and at the same time be available to your clients? A marketing agency with expertise in Mass Torts can be of service.

By leveraging the expertise and resources of a marketing agency, your law firm can execute highly effective PPC campaigns for Mass Tort cases, driving more qualified leads and achieving better results without diverting focus from your core legal services.

At International Media Group we have resources at your disposal to implement the highest converting PPC Campaign. Our one-stop-shop model lets you choose the service you need and only pay for the results you get.

Contact us to set up your PPC Strategy and start increasing your client base.