How PPC for Law Firms Can Help Them to Stand Out Online?

Every successful law firm has one thing in common — and that’s traffic. Yes, traffic is the magic word that keeps you in business. You may have the best service offering and website. But without attracting the right traffic, you may struggle. And that’s where PPC for law firms comes in.

In online marketing, PPC stands for Pay-Per-Click (PPC) advertising. The marketing model allows you to position your adverts on social media platforms and search engines.

Marketers make payments only when someone clicks on their ad. Although there are various reasons for using the PPC ad model, driving quality traffic seems to be among the top three.

In this guide, you’ll discover all there is to know about PPC for law firms. You’ll also get to know easy ways of generating traffic for your law business.

What is PPC Advertising for Law Firms?

In PPC advertising, advertisers have to bid on their preferred keywords (or phrases). These keywords (or phrases) will help trigger their ads when a user searches for the same (or related) keywords on search engines or social media platforms.

If you’re looking to draw potential clients or quality leads to your law firm, then you need to consider PPC advertising.

Just as the name implies, you only make payments when someone clicks on your ad. With PPC advertising, you get to easily reach your target audience, and drive quality traffic to your business. It also helps in boosting your brand awareness as well as generate leads for your business.

To reach potential clients who are actively searching for your services, all you have to do is target some specific keywords. This way, there will be more chances of converting these prospects into loyal paying customers.

The right PPC strategy guarantees a high return on investment (ROI). It also guarantees the growth of your client base.

What are the Benefits of Using PPC Ads for Law Firms?

Here are some benefits of PPC for law firms.

1. Targeted Advertising: With PPC advertising, law firms get to target specific demographics, geographical locations, and keywords. This way, their ads get to be seen by the right audience.
2. Cost-Effective: PPC advertising ensures advertisers only pay when someone clicks on their ads. In order words, advertisers only get to pay for results. That cannot be said of the regular traditional advertising model.
3. Measurable Results: It’s quite easy to track and measure your campaign with PPC advertising. Data generated during your campaign will help you make informed decisions. Using insights from such data, you get to carefully optimize your campaign for a good result.
4. Quick Results: Growing organic traffic and search engine ranking is somewhat difficult, and it takes time to achieve a good result. That cannot be said of PPC advertising. Generating results using PPC advertising is quick.
5. Brand Awareness: If you’re looking to increase the brand awareness of your law firm, then PPC advertising is your sure bet. This way, prospects get to think of your brand when it’s time to hire some legal services.
6. Competitive Edge: PPC advertising helps you gain a competitive edge over other brands. You get to be a step ahead if other brands are not using a similar digital advertising strategy.

Top PPC Mistakes Law Firms Make?

PPC for law firms is arguably the best way of generating qualified leads for your law business. However, it’s not all rosy. Here are some common mistakes law firms make and how to avoid them.

• Not Targeting the Right Keywords: Before launching a PPC campaign, you’ve got to ascertain that you’re targeting the right keywords. To do that, the law firm has to do comprehensive research to ascertain that they’re targeting the right and profitable keywords. The keyword research process can be made easy with the PPCexpo Keyword Planner.
• Using Generic Ad Copy: Generic ad copy translates to a low clickthrough rate. This will, in turn, lead to low campaign performance. The ad copies of law firms have to be specific to their area of expertise. What is your unique value proposition? Well, that should be highlighted in your ad copy.
• Ignoring Negative Keywords: Inserting negative keywords into your ad copy could have some positive impacts. Without negative keywords, you’re more likely to generate irrelevant clicks and waste ad spending. To get the most out of your campaign, use negative keywords.
• Not Optimizing Landing Pages: A high-converting PPC campaign doesn’t end with a compelling ad copy. That’s just half the battle. You have to optimize your landing pages for conversions. To do that, you need to provide relevant information and include a clear call to action.
• Ignoring Ad Performance Data: With PPC advertising, you’d have access to your ad performance data. However, lots of law firms tend to ignore this data. As a law firm, you have to constantly draw insights from these data and use them in reviewing and adjusting your campaigns.

What are the Best Platforms for Lawyer PPC Ads?

Google is arguably the best platform for PPC advertising. However, there are lots of platforms available with Google. And here are some platforms to consider if you want to opt for Google Ads.

• Search Network: The Google Search Network gives law firms an avenue of placing ads in search results. This way, potential clients get to see your law firm when they make search queries using specific keywords.
• Display Network: With Google Display Networks, law firms get to place ads on apps and websites that partner with the Google Display Network. This way, you’d boost your brand awareness and possibly reach more audiences.
• Remarketing: Remarketing allows you to reach out to customers who have previously made contact with your brand or website. It’s a reliable way of prompting potential customers into taking your desired action.
• YouTube Ads: Law firms that are looking to reach out to their audience using video ads should consider using YouTube Ads. As the largest video-sharing platform in the world today, YouTube can help you build more brand awareness and showcase your business to the world.
• Local Services Ads: Local services ads are a great way of reaching potential customers who are within your local area. This way, you get to generate powerful leads and possibly increase your visibility in no time.

How to Build a Winning PPC Campaign for Your Law Firm?

Creating a PPC campaign is not enough. You’d need to put some strategies in place — and that’s where these winning tips come into play.

• Define Your Objectives: What are your campaign objectives? They could be increasing your brand awareness, growing your website traffic, or generating more leads.
• Conduct Keyword Research: Look out for the most profitable and relevant keywords for your law firm. To conduct keyword research, you should consider using the PPCexpo Keyword Planner.
• Create Specific Ad Groups: Create ad groups for each practice area. These ad groups should be tailor-made for each practice area. This way, you’d most likely boost your campaign performance and relevance.
• Write Compelling Ad Copy: Your ad copy should be specific and compelling to your practice area. It also has to highlight your unique value proposition and should come with a clear, concise call to action.
• Set a Budget: You need to set a daily budget for your campaign. You also have to adjust your budget based on your campaign performance.
• Optimize Your Landing Pages: Elements like the landing page have to be optimized for conversion. Furthermore, the landing page has to have valuable information with easy-to-complete forms. You also need to insert a clear call to action.
• Use Ad Extensions: Ad extensions help in offering extra information to the prospect. This information could be the business address, ratings, and phone number.
• Monitor and Adjust: You have to keep monitoring your campaign performance. This will help you make the necessary adjustments (if needed). When it comes to managing PPC campaigns for law firms, you need to consider doing tasks like:
  • Adjusting bids
  • Inserting negative keywords
  • Tweaking the ad copy.

PPC Strategies for Lawyers That Work?

• Target the Right Keywords: Perform comprehensive keyword research to figure out the most profitable and relevant keywords for your law firm.
• Use Ad Copy That Highlights Your Unique Value Proposition: Your ad copies should set you apart from the competition. To do that, the ad copy has to highlight your unique value proposition. That involves highlighting your results, experience, and expertise.
• Aim for Lower CPC for Your PPC Ads: After running the PPC campaign of your law firm for some time, you need to carefully monitor it and decrease the CPC. As a rule, you should consider running the PPC campaign for two weeks to three months so you could gather enough data.
• Use Location Targeting: You probably want your ads to be shown to prospects within your service area. Well, location targeting helps you to accomplish that. This way, you’d easily generate more qualified leads and boost your ROI.
• Use Ad Extensions: Ad extensions offer extra information to prospects. The information could be the address, phone number, and ratings of your law firm. With ad extensions, prospects get to easily know more about your law firm, and reach out to you.
• Utilize Remarketing: Remarketing helps you reach out to prospects who have previously interacted with your brand. With remarketing, you’d easily stay on top of the mind of your target audience. And when it’s time to make a buying decision, they’d think of your brand.
• Test and Optimize Landing Pages: Your landing pages have to be adequately optimized for conversions. To do that, you’d have to provide valuable information with a compelling call-to-action. Furthermore, the forms found on your landing page have to be easy to complete. As a rule, you need to create variations of landing pages and perform A/B testing to figure out the one that generates the most results.

How to Analyze Your PPC Campaign for a Law Firm?

As a business person, you need to keep monitoring and observing your law firm’s campaigns. If not, you’d be generating leads at great expense — and that’s not good for business. For effective analysis of your law firm campaigns, you’d need the PPC Signal.

However, your campaign has to be up and running for at least 7 days. This way, enough data must have been generated for the analysis. With the PPC Signal tool, an insight is termed a “Signal”. And it notifies you to take immediate action.

Here’s what the PPC Signal dashboard looks like.

Click the “Explore” button to see the signal trends of other metrics.

After comparing the “Avg. CPC” with cost, you’d notice an increase in Avg. CPC leads to the overall rise of the cost. You have to figure out the reasons for the increase in Avg. CPC and fix it.

FAQs:

How Much Does PPC Advertising Cost for Law Firms?

The cost of PPC for law firms is largely dependent on factors like:

• Your budget
• The target keywords
• Your preferred platform.

The PPC cost is not fixed — it varies, and from the list above, you’d see lots of things come into play. For instance, keywords like “good lawyers near me” would cost around $2 to $17. To find the cost of your preferred keywords, you’d need to use the PPCexpo Keyword Planner.

How Should I Measure the Success of My Law Firms Campaign?

The success of the PPC for law firms is typically measured by factors like:

• Cost-per-click
• Conversion rates
• Clickthrough rates
• Return on investment (ROI).

With the PPC Signal tool, you get to measure other aspects of your Google campaign, and also figure out if there are any anomalies.

What are the Benefits of a PPC Campaign?

Here are some benefits of PPC campaigns.

1. It contributes to the business goals
2. It’s measurable and trackable
3. PPC gives you control
4. PPC works well with other marketing channels
5. Offers lots of targeting options
6. PPC offers robust marketing data.

Why is PPC an Essential Part of Online Advertising?

Setting up PPC is fast and easy. It’s also easy to manage PPC campaigns. Simply put, PPC is fast and effective — and it generates the right results.

Wrap Up:

Lead generation is a vital piece of business growth. And you can accomplish all that using pay-per-click advertising. Creating an effective PPC strategy is quite easy. All you have to do is:

• Target the right keywords
• Create compelling ad copy
• Use ad extensions
• Take advantage of remarketing
• Optimize your landing pages
• Use location targeting
• Regularly monitor and adjust your campaigns​.

But that’s not all, you also need to avoid certain mistakes like:

• Targeting the wrong keywords
• Neglecting landing page optimization
• Failing to adjust and monitor your campaigns.​

One way of generating the most results is by using a data-driven and strategic approach. And that involves using the PPC Signal tool. With the PPC Signal tool, you get to effectively optimize your law firm campaigns, and create a more effective PPC campaign. If the right pieces are in place, then achieving your business goals won’t be much of an issue.

Now you know everything about PPC for law firms, how would you optimize your PPC campaign for your law business?