Pay Per Click for Lawyers
Why is pay per click advertising essential for law firms?
PPC, or pay per click, is a form of online marketing tool to help businesses buy space to bring visitors to their websites rather than attempting to get them from organic search results.
A key advantage of this is that while organic content takes six months or more to build up the level of authority needed to achieve a first page ranking, by successfully bidding for space you can get your firm’s name and description on the first page from the very beginning.
As well as the upfront fee, the pay-per-click element means you only pay for the ads after required action is taken, for example, clicks, views, conversions and acquisitions. You can set a budget to ensure that you don’t end up spending too much money, so the ad stops showing once you have reached the daily or weekly limit, depending how you set your budget.
How can law firms benefit from a successful PPC campaign?
Since the legal market has become increasingly competitive, it is highly advisable for all law firms to do some kind of paid search advertising. It’s not just that it enables you to achieve a high website ranking on Google in a very short time and reach new clients quicker; you can be sure plenty of your rivals will be using PPC, so it makes sense for you to do it too.
While you are paying for space, search engine optimisation still matters. You will still be ranked by the search engine or social media site and keywords are still very important, as your ad will be appearing on the page that shows up when someone carries out a keyword search. So it is important when crafting an ad to include keywords as well as making the ad sufficiently attractive and informative to prompt people to click on it.
A good way to make sure you have a good ad is a/b testing. This works through having two alternative ads and running them at the same time as an experiment. The one with the better response rate can then be adopted and the less successful one discarded.
However, a successful PPC campaign is not just about understanding the interface and how to use it, but also generating innovative ideas to help firms generate website traffic from people who are interested in purchasing their legal services.
What platforms are available?
PPC can be done in numerous ways and via a number of platforms. For example, we have:
- Search engine PPC such as Google Adwords and Bing Ads
- Social media advertising such as Facebook Ads, Twitter Ads and LinkedIn Ads.
- Google Ads won’t be the best solution for everyone, but it is for the majority of law firms.
- It could provide a massive boost to your online presence and help you attract more new clients faster online.
This means you don’t have to just choose what is available; but make a selection of the right platform for your firm. For example, you may want to use PPC on social media platforms as part of a wider digital marketing campaign that features regular posts on those sites.
Advantages of PPC include:
- You can structure an ad campaign tailored for your law firm
- Carrying out keyword research in the whole market
- Using Ad Extensions to increase key conversions
The most important things to remember about PPC is that it won’t be the only tool in your marketing set, but it will be particularly useful in getting leads to begin with. By following it up with more good marketing including Email marketing, content and social media posts.
What can BeUniqueness do to help?
At BeUniqueness, we have the extensive knowledge and experience to help you plan digital marketing strategy to grow your law firm. In addition, we can provide assistance with helping you decide which marketing solution is the best option for you, whether Google Adwords has a significant role in improving your law firm online, as well as how this may work alongside other forms of digital marketing solutions, ranging from organic and social media marketing through to email marketing.