Law firms have started adopting PPC services for lawyers to boost their online marketing campaigns since the revolutionary advertising strategy has done so much for other industries.
This endeavor is great and holds rewarding potential, but the complexity of the thrill and beauty of PPC must be acknowledged before getting started. As a law firm investing in PPC, there are a few mistakes you want to avoid, check them out below.
Biggest PPC Mistakes Law Firms Make
Don’t go for the most obvious and generic keywords for law firms. While these terms are the most popular for a reason (they get the most search traffic), they’re also going to be the most expensive, the hardest to get and have the most competition involved. Locate niche keywords that are specific to your target demographic in your geo-targeted location. The more specific your ads, the more promising the conversion.
Not creating ad-specific landing pages
If your injury-specific ad takes users to your homepage, forget it. They’ve already left and gone to search for a lawyer who makes it easier to find the help they need. Each ad you run should have its own dedicated landing page that explains the depth of the ad, provides contact information and makes it easy to navigate the rest of your site.
Overlooking ad extensions
Ad extensions are additional character fields in your ad space that Google gives for free. Since the copy character count is limited, these free ad extensions are the only and best way to share more information about your firm with potential clients. As a law firm, it is not easy to differentiate yourself from the common person, but with ad extensions, you can convey what makes your representation better than the competition’s.
Forgetting to extract SEO cues
PPC campaigns are loaded with insights into your SEO strategy. Since PPC works by browsers responding to keywords in your ad or to your ad on pages with your keywords, it quickly becomes clear which keywords and phrases are the most effective with your audience.
However, marketing teams often overlook this convenient correlation. As soon as you notice certain ads or ads on certain pages getting the most clicks and conversion, identify the keywords they contain. Now you can use these keywords in your SEO strategy throughout your online presence, in your PPC ad copy and in the process of your PPC bidding.
Failing to analyze conversions
Besides noticing what keywords prospective clients respond to, PPC ad monitoring allows you to see how consumers respond; when they click on your ad, do they call? email? bounce? Once you understand the type of behavior your consumers are displaying, you can analyze which lead to client conversions and incorporate these ad elements in future PPC ad campaigns.
Bidding and booting
If you invested money in a stock, would you walk away and trust that one day, you’d see its return? Not if you are a smart investor. You would likely check on your stock daily, if not hourly, to understand which elements of the market and what activity in peripheral industries would affect your stock and prompt you to pull out or invest more.
It is the same with PPC. The bidding process is up and down and constantly changing as more companies compete for prized PPC real estate and factors such as geo-targeting and SEO keywords pop up and fluctuate.
Once you invest in PPC, you’re in it for the duration of your dollars in the bidding sphere; pay attention to every detail of the process!
Should you outsource PPC marketing?
Remember that data is collected for you to make sense of and use to your law firm’s advantage. Working with an agency that specializes in PPC for law firms will help keep your firm on track throughout your PPC marketing efforts and to get the highest return on this advertising investment. Reach out to our team at Rosy Strategies to learn more and make the most of your PPC campaigns today.