5 Ways to Improve Your Law Firm PPC Campaign
Everyone needs a lawyer at some point in their lives. It seems like it should be easy to find a local and highly recommended firm, right? The reality is that most people will only stumble upon a law firm online from one of two sources: ads or search engine results.
For the law firm that needs better online visibility, that means developing a strategy for law firm PPC (pay-per-click) ads and SEO. This is the case for smaller firms with just one location and even more crucial for full-service firms, especially spread across multiple practices.
When done correctly, PPC campaigns are a powerful strategy to increase the public’s familiarity with your firm. PPC ads can boost your brand awareness by 80%.
However, when SEO and PPC are poorly planned, law firms find it hard to reach the right audience, search results appear far down the page, and it seems like competitors are always easier to find.
What Makes PPC Challenging for Law Firms?
Legal services are essential, so it seems like finding the right firm should be easy. Why is it so hard for full-service law firms to get seen?
Truth be told, lawyer-related keywords are among the most expensive to promote and difficult to rank in search engines. Without a winning marketing strategy, online visibility can be a real challenge. Here are some of the main reasons why.?
Fierce Competition
Paid campaigns center around keywords. Law firms pay some of the highest prices for the most sought-after keywords. Without guidance from a PPC specialist, it’s hard to find a way to target affordable options.
Difficulty Reaching the Right Audience
Every law firm specializing in a unique area of law needs to serve ads that relate only to their niche. Without the right knowledge, it’s easy to waste money reaching too broad a demographic.
Strict Advertising Regulations?
This is really important, so we’ve highlighted a few advertising rules you must follow to give you an idea.
Don’t Say You’re an Expert—Unless You Can Prove It
It’s okay to advertise a particular area of law you practice. But, if you want to say you are an expert or specialist, make sure you have the certifications to prove it.
Tell the Whole Truth (and Nothing But…)
Make sure any claims about services or fees are entirely factual. Law firms are held to a high standard that includes not misleading by omission.
This extends to avoiding terms like “the best” and any claim that cannot be precisely quantified. Instead, stick to your credentials. If you’ve been recognized for excellence or won an award, use that to stand out among your peers.
Avoid All Paid Endorsements
The specifics vary state by state, but you generally cannot compensate clients for providing a positive testimonial or recommendation. At the federal level, the FTC actively monitors and penalizes businesses that violate its Guides Concerning the Use of Endorsements and Testimonials in Advertising.
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The list goes on, but the bottom line is you have to be well-versed in what you’re allowed to say and how you say it.?
The Gig Economy
For some industries, the format of short-term contracts and independent freelance talent is a liberating business model. But, when it comes to practicing law, this gig economy drags some unwanted byproducts into the industry.
Law is about prestige: establishing one’s reputation over years and even generations. In many ways, freelance platforms jeopardize and disrupt the valuable institution of long-term client relationships, the confidence of recognized names, and the perennial nature of consistency.?
How to Build a Winning Law Firm PPC Strategy [5 Ways]
The ideal strategy for your lawyer PPC campaign takes several factors into account. When we start to develop a plan for your law firm, for instance, our PPC experts at Big Leap consider whether you specialize in a specific niche and whether you have multiple locations. From here, we’ll target the best opportunities your competitors aren’t taking advantage of.?
There are four main kinds of paid ads you’ll likely use in your law firm PPC campaigns:
Retargeting is an especially beneficial element to your successful campaign because you are building familiarity and trust over time, continuing to nurture the interest of those who have already looked into your services.?
These retargeting ads capture the attention of 75% of consumers, increasing your opportunities to convert the right audience.
Let’s take a close look at the important elements that make up an effective law firm PPC campaign.
1. Choose the Most Relevant Keywords
Because of the high cost of keywords in the legal field, selecting the ideal keywords involves quality research. The perfect phrases embody the same basic characteristics.
Relevant
We don’t just want to drive a lot of traffic to your ads and get a high click-through rate (CTR). We want to drive visitors most likely to need your specialized law services.?
Specific
The challenge is researching keywords that define your target audience while also bringing the right value from each click. Being specific with keyword intent helps us uncover unique opportunities that save on the cost per click (CPC) while driving precise traffic to your landing page.
Balanced
Targeting the right keywords is about striking a balance between recognizable and relevant words and phrases and finding opportunities worth the cost of a click.
2. Craft a Compelling Message
Consistency is key. Your ad’s title and subject need to...click here to read the full article.