In order to grow your law firm, it is necessary to get new clients on a regular basis. This is exactly what happens when you start with Pay-Per-Click (PPC) campaigns. Conducting PPC campaigns helps you get quality leads in a cost-effective way and also enhances your legal brand. PPC for lawyers can be highly profitable if planned and executed properly. If you have never conducted a PPC campaign before, or your past campaign didn’t yield the desired result, then this article will guide you to do so. Here’s how you conduct PPC for lawyers.
You need to decide goals for your campaign. This will help you know how long your campaign period should be. Accordingly, you can decide which ads you should run and the budget required for the same. For example, suppose your goal is to get 10 clients for the next month. Therefore, your campaign period will be 30 days. For 30 days, you need to decide how many dollars you are willing to spend each day. If you consider spending $1,000 and your average cost per click is $50, you will get a maximum of 20 clicks each day. However, not all of the 20 clicks will turn into your clients. Maybe, on an average, you can expect 1 conversion per day. In this case, you can reduce your daily budget spend to less than $1000 and prolong your campaign period for 30 days since you expect 10 clients. On the other hand, you can keep your daily budget the same and reduce the campaign period to 20 days (1 conversion per day). Nevertheless, in the initial stage of any PPC campaign, it is difficult to estimate the number of leads you will get. Therefore, it is always recommended that you have a sufficient time period so that you get effective campaign results.
Selecting Your Target
Once your goals are established, you need to decide your target audience. You don’t want to waste your budget by serving your ads to everyone. If you offer multiple legal services, then you need to select your target audience accordingly. For example, it makes sense to target people professionals for selling your corporate law services. Simultaneously, if you operate in one area only, then your ads should be displayed to people in that area only. You cannot expect people living in British Columbia to drive all the way to Edmonton to avail of your professional services. In this case, you need to target your ads specifically to people living in Edmonton only. This is possible with the help of geo-targeting. With geo-targeting, you specifically select your desired location where your ad needs to be served. Moreover, you can customize your ads based on the people living in that area. It makes sense to use geo-targeting since each province has some differences when it comes to legal matters.
Apart from geo-targeting, your PPC ads can be targeted based on demographics such as age, gender, and also on internet behavior of customers. Moreover, if you want, your ads are targeted to mobile users only. Selecting your target allows you to choose the right method of getting to potential clients. As a result, it eases the process of conducting PPC campaigns as you know what media to use to target your prospects.
You need to select keywords before going ahead with your paid search advertising. Therefore, you need to research keywords that are commonly used by users to search for legal services. However, it is difficult to rank for commonly searched keywords and also expensive because your competitors might be using similar keywords as well. Therefore, you need to select keywords that are more specific and allow you to get quality leads. Instead of selecting one-word keywords, you should use long-tailed keywords. For example, instead of using “corporate laws”, you may use “corporate laws services in Alberta”. As you can see, the first keyword is too generic whereas, the second one is more specific to the area of Alberta. Furthermore, the second keyword phrase talks about the service. This is useful to avoid getting clicks from people searching only for information and not any corporate law services. Thus, using long-tailed keywords is useful to reach the right clients and avoid getting unnecessary clicks which will result in wastage. For selecting your keywords, use the Google AdWords Keyword Planner. You will get a huge list of keywords related to “law” or “legal” words. However, all of them may not be relevant for your ad, so choose carefully. Also, if you have a small budget, then you may have to include a few keywords for your campaign.
When you select keywords for your ads, some of them may not get you clicks. You get multiple options for running a campaign that includes broad match, modified broad match, phrase match, and exact match. Usually, broad match option will generate more clicks but then there is a possibility that most of them may not be quality leads. At the same time, the use of negative keywords will save you money as your ad won’t be served for your specified negative keywords. For example, if you do not want people looking for legal service for research purpose, then you can add “research” or “study” as your negative keywords. As a result, when a person types “legal services research” or “legal service study”, then your ad will not be shown. Selecting your keywords is largely a trial and error process. Therefore, if you want to save time on research and get your campaign running right away, then you should consider taking the assistance of a professional PPC management services firm.
In order to ensure you get a high return on investment, you need to know how to manage your daily bids. Google uses your bid amount and quality score to rank your ad for any search. Therefore, if you want your ads to rank on top of search results, then you should focus on improving your quality score as well. In other words, paying the highest bid is not the only consideration for getting a good rank. You need to plan and manage your PPC campaign and set the budget for each day. If your budget is exhausted for the day, your ads will no longer be shown. Hence, you need to be wise in choosing how much you need to spend for each day.
Executing and Analyzing Your Campaign
The next step is to execute your PPC campaign. You need to ensure that your ad content is clear and appealing so that users click on them. Do not make the mistake of adding too much information on your ad copy which will make it look cluttered. At the same time, make sure your landing page complements with the content of your ad copy. Users will leave your legal website if they find a mismatch between the ad copy and the landing page. As a result, you will see a high bounce rate and moreover, users will not trust your services to be credible or reliable. Therefore, convey a clear and direct message to your prospects.
Once your campaign is underway, analyze its performance. This will help you identify certain elements where you can improve upon and make your campaign effective. Moreover, you get a better understanding of how PPC works and thus, your future campaigns can be managed successfully. Google itself will give you data on how your PPC ad has been performing. If you have any doubts, then you can contact Google customer care for assistance which is available for free.
Apart from following these tips, you need to choose the right ad platforms, test your website’s landing page, and consider multiple other elements in PPC campaigns. Any mistake in conducting your PPC campaign can cost you hundred of dollars. Therefore, it is strongly recommended that you get in touch with a professional digital marketing firm to help you with your PPC campaign. A professional firm may also help you in conducting PPC campaigns on other search engine platforms such as Bing, Yahoo, and Yandex as well.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.