How does your firm find its newest clients, while also dedicating the right amount of time to working on your existing cases? Do you rely heavily on word of mouth and referrals? Do you use social media, or Google, Bing, or Yahoo attorney advertising to attract new leads?
If you are like most law firms we work with throughout the United States, then we know that every day is a challenge for you to find new clients. While Internet marketing, having a web presence, and being active on social media platforms are definite musts, your geolocation is also saturated with similar messages from your competitors. It’s becoming more difficult for law firms like yours to stand apart and demonstrate its unique value proposition to potential clients.
In today’s day and age with saturated search results and an ever-changing Google algorithm that’s difficult to stay on top of, law firm advertising through Google advertisements isn’t just something that’s simply nice to have, it’s a must-have. It doesn’t matter how well-written your website is, how much you’ve dedicated to SEO writing efforts, or how high your website ranks on Google search engine result pages are. Your competitors are using this marketing platform to reach and win potential new clients, and you simply can’t afford to skip out on the process and leave these prospects on the table.
What is Google Advertising for Lawyers?
This top search engine’s marketing ads are based on Pay-Per-Click (PPC), Display marketing ads, and Remarketing. We’ll discuss each of these in detail below.
Our legal marketing agency creates PPC attorney ads that do the following:
- Select popular keywords that people commonly search for in search engines like Google to bid on that are related to your practice’s areas, such as “personal injury attorney near me” or “personal injury attorney in (geolocation).”
- Choose a geo-target for your marketing ads to run in so they only appear in your service area.
- Create relevant, character-limited law firm ads that will show up on search engine result pages when you win keyword bids. These attorney ads should be highly related to the keywords you’re bidding on and also motivate web readers to click on the copy to see your landing pages with more detailed information about your legal practice.
- Generate easy-to-read and easy-to-scan landing pages that clearly state your practice’s value proposition and encourage potential clients to call you for a free consultation.
Display marketing ads are also based on keyword bidding. However, instead of providing targeted copy on search engine result pages, these forms of attorney ads appear on related web pages that your potential clients may find interesting or feel are otherwise relevant to the keywords you’ve bid on.
For example, your Display option ads about worker’s compensation services might appear on a website about the specifics of worker’s compensation laws in your state, or on a website created by a doctor or physical therapist who specializes in worker’s compensation cases.
Finally, remarketing law firm ads are like a second or even third chance to reach a potential new client after they have seen your online ad one or more times but didn’t act on it. These marketing ads appear on search engine results after your potential client has already seen a message from you, but didn’t convert into a lead. As such, remarketing law firm advertising reminds potential clients who need your legal services about your practice as they continue to use Google for legal and other web searches. Since it often takes a person seeing a specific message multiple times before it truly resonates with them, remarketing can be a powerful tool. A great example of this is when you’re shopping online and long after you’ve left a website or stopped shopping, the product shows up on your future web searches. I don’t know about you but I oftentimes have a pair of shoes following me around the internet until I end up buying them because I’ve seen them over and over!
Dedicate A Portion of Your Law Firm Advertising Budget to Mobile Traffic
Every year, the number of searches that occur on mobile devices such as smartphones and tablets increases. Whether you’re setting a budget for PPC, Display, or Remarketing law firm ads, you need to dedicate a portion of your overall budget to mobile searches to capitalize on the proliferation of mobile devices in our society. Additionally, you need to ensure that your landing pages have responsive designs that look great on mobile web browsers, too.
Budgets Beyond Google Attorney Ads
While Google is definitely the world’s top search engine, there are other search engines you should consider advertising on as well. These include Bing and Yahoo, who also offer PPC, Display, and Remarketing options. After doing a deep dive into the search data in your geolocation, we’ll be able to recommend the best percentage breakdown of your law firm advertising budget for each of these commonly used search engines.
Should You Do Law Firm Advertising on Your Own
Because certain popular keywords can be expensive to bid on, some legal practices decide to run their own Google law firm ads without the assistance of a professional marketing agency like ours that is highly skilled in this process. Unfortunately, many of the attorneys who go this do-it-yourself route find that their Google advertising for lawyers doesn’t perform well, and end up wasting their money bidding on expensive keywords without an effective strategy.
Several legal professionals also find while they initially had every intention of staying on top of their advertising for lawyers, that Google’s PPC platform simply moves too fast for them to focus the appropriate amount of time to optimize their campaigns while also meeting with new leads, working with existing clients, and otherwise running their practices.
How We Make Lawyer Advertising Better
At our integrated digital marketing agency, we have several years of experience helping law firms just like yours with their online marketing presence and marketing ads. We know that advertising on Google is part science, part art, and we know how to bring both aspects of this popular marketing platform to life for you.
When you choose us for attorney ads, we have a complete process that we put into place to make sure we’re creating the best campaigns possible for you. This includes:
Auditing Your Existing Campaigns
Many of the law firms who come to us for our expertise are already doing some form of advertising for lawyers on Google. For these clients, we audit existing campaigns to see what’s working, what isn’t, and what can be improved.
Performing Extensive Keyword Research for Your Geotarget to find the Best and Most Cost-Effective Keyword Bids
Keyword performance and cost are greatly dependent on geolocation. The search terms that are affordable in one part of the country may be more expensive in other areas. When you sign up with us, we do extensive research on keywords that are relevant to your business in your geolocation to determine what words you should be bidding on, and how much you should be offering on each bid.
Carefully Writing Advertising for Lawyers to Appear on Google Search Engine Results
Having your attorney ads show up on search engine results pages is only half the battle. In order to get potential clients to convert to people who contact your business, you need to have a compelling copy that encourages them to click to learn more about your legal practice. We draw on years of experience in writing these types of law firm ads to create copy that resonates with web searchers looking for legal representation.
Optimizing Landing Pages To Improve Bidding Quality and Increase Readability
Your landing page is, of course, the place where your leads go to learn more about your practice and how your agency can make a difference in their legal case. But did you know that the quality of your landing pages also affects your law firm advertising quality score? Google likes it when keywords, ad copy, and landing pages are all related and coordinated, thus offering its users better search experiences. We create a seamless process for the clients looking for your legal services to both improve ad quality and increase the likelihood that web searchers will reach out to you for a free consultation.
We Can Help with Advertising for Lawyers
Whether you’re already using PPC, Display and Remarketing Ads, or you’re finally ready to dip your toes into these platforms, we’re here to help. To contact us to learn more about how we can help your business with its digital marketing efforts, call us today at (305) 783‑3515.