PPC marketing for law practices is a great tool for legal firms to utilize today. It enables law firms of almost any practice area to take advantage of paid search advertising. PPC marketing, also called pay per click marketing, allows a law firm to bid on keywords related to the practice’s area of expertise and then pay an internet search engine company based on the number of clicks that result from those keywords. This can be a very cost-effective way for a law firm to advertise.
Why is it so effective? First of all, a lawyer who pays to advertise has one key objective: to see his or her ad show up for as many clicks as possible. When a client searches for the services or products the attorney offers, he or she is looking for a solution to a problem. That problem could be finding a lawyer.
Law firm AdWords campaigns can be highly targeted. They can also be highly customized. A PPC campaign can be designed around the goals of each firm. That means an experienced PPC adwriter can work with firms to help them achieve their advertising goals. A good PPC marketing campaign can help firms reach their advertising goals by generating traffic, increasing conversions, and lowering spending.
There are two major components to a lawyer pay-per-click campaign: the keywords, the ad shows and the ads itself. These ads must be targeted not only to the keywords searched for, but also to the markets a lawyer specializes in. Otherwise, a PPC campaign will have little effect. Instead, if a legal firm’s customers are searching for “personal injury” the search phrases most likely to appear on a PPC ad are “lawyer pay-per-click” and “lawyer search.”
Once the keyword list is generated, a list of qualified leads can be built using a variety of techniques. Some leading PPC providers like Getresponse offer their clients a series of opt-in mailing lists that they can build upon. This list allows firms to create a list of potential clients, which in turn, provides the lead data. When a firm builds enough of a list of targeted leads, it can easily begin generating revenue.
By providing quality content on their blog and frequently posting on their social media pages, attorneys can attract a new client base through the search engines and PPC. Many search engines, like Google and Bing, will provide organic links to any new blogs/sites a law firm develops. These organic links can bring a steady stream of new visitors to a site. When new clients are attracted to a firm’s content, they are more likely to search for that attorney through the search engines. In turn, this increases a firm’s profitability.
A second method through which law firms can benefit is through competitive research. When a firm creates a PPC campaign, it should conduct market research in order to find out what types of keywords and ads generate the most traffic. Once the information is gathered, it should be compared with other PPC ads in the same market to determine if there is any additional benefit that the firm can receive by having its ads show up higher than those in competition. The firm should also consider how the keywords affect the price of its ads, which depends largely on the type of audience that will be exposed to those ads. If the target audience is comprised of lawyers who search for various types of legal services, then PPC ads need to contain specific types of legal terminology in order to rank higher.
Marketing through PPC services has opened up an entirely new avenue for law firms to market themselves to their clients. Firms that offer legal services can now advertise to their clients in a cost effective manner that will generate targeted leads for them. Since PPC services are offered at affordable rates, law firms can afford to launch these campaigns without having to pay exorbitant amounts for advertising. Since PPC allows a firm to maintain control over the kinds of ads that it shows on a regular basis, it is certain to provide law firms with highly targeted leads that come from their clients’ interests.