A Pay Per Click (PPC) campaign is an essential pillar in any law firm digital marketing strategy. It is one of the most effective ways to bring in targeted traffic and increase leads. It is also one of the fastest. In a matter of hours, you can already see traffic coming to your landing page and then into your sales funnel.
One of the problems with PPC campaigns is that they can end up getting very expensive very quickly. Since the cost per click is very high for keywords dealing with law firms, if you aren’t careful you can spend a lot of your budget and not get the results you had hoped. In this article, we will give you some tips on how to create a winning campaign that increases your revenue.
1. Start With the Right Keywords
You are going to be faced with a lot of seemingly relevant keywords to bid on. The idea is that there are certain keywords that will bring in the right traffic. The problem is that these keywords will bring in traffic for other firms as well so your bids are likely to be high. If you get the keywords wrong then you will be paying for clicks that don’t generate leads for you.
Focus on bidding for keywords that people use to search for the products or services that you offer. You’ll want to do some research to find the keywords that are most relevant to your law firm and that have a high search volume.
Use qualifiers for the keywords you are looking for such as Hire, Retain, Looking for, or Reviews. It’s important to note that keywords alone will not guarantee you clients, but including these qualifiers in your PPC campaigns and website content can help increase the chances that the people who see your ads or find your website are actively searching for a lawyer and are ready to hire one.
2. Use Negative Keywords
Something that makes a campaign get very expensive and also lowers the ROI is the fact that many people click on your ad and then leave the site without entering your funnel. The reason is usually that you were targeting the wrong keyword. To weed these out, you should use some negative keywords so you don’t have ads with them that people would click.
This is a mechanism that tells Google that you are not bidding on those keywords at all and that way you won’t pay if people click on your ad that is not your target client.
3. Make Your Ads Stand Out
When people search for keywords related to your law firm, they’ll see a list of ads at the top of the search results. You want to make sure that your ads stand out from the rest, so make sure that they are well-written and include a clear call to action. Also, include your phone number and address if it’s possible as this will make it easy for potential clients to contact you.