How a pay-per-click campaign can result in a quick win for law firms
As more people turn to the internet for help in finding a lawyer, it's important that your firm's website can be easily discovered by search engines such as Google and Bing. A comprehensive online strategy of search engine optimisation (SEO) is still the best course of action if you want your practice to be found online. However, for lawyers who want a quick win either through better search engine visibility, or who wish to target a specific segment of client looking for assistance in a niche area of law, paid search advertising, or pay-per-click (PPC), may be a consideration.
For high visibility and quick results, engaging in a PPC initiative may sound like an appealing alternative for lawyers. Although with that being said, like most other marketing efforts, a sound strategy and approach is necessary, and we'll outline a few things to be mindful of to ensure that your PPC initiative has the greatest chance for success.
PPC programs allow you to bid, buy, or create online ads that match specific keywords or phrases which a user might search for. After a user types in the keyword or phrase, your ad will appear near the top of organic search results in a section that is specifically identified as a paid result. Furthermore, you only pay when a user clicks on your ad.
Choosing a provider
When it comes to engaging with a PPC provider, many people may be surprised that there is more than one option. Yes, the obvious one is Google and its AdWords platform. However, there's also Bing Ads, which appears both on Bing and Yahoo! search results, and let's not forget about Facebook Paid Ads and the LinkedIn Ads platform, both of which allows you to tailor your ads to a specific demographic, while also giving you the choice of setting a maximum spend for your campaign.
Deciding on which provider to go with is totally up to you, however, for maximum reach and customisation options, Google's advertising platform may be the most attractive choice.
Understand the bidding process
Keep in mind that the PPC process is ultimately an auction, and once you settle on the right keywords and how much you're willing to spend, chances are other lawyers may also be thinking the exact same thing. So be prepared to submit bids against other law firms who also wish to achieve better search engine visibility.
Furthermore, you should also be aware that the highest bids don't necessarily succeed because Google also takes into account other factors, such as your bid amount, and how your practice ranks in terms of relevance to potential clients. Therefore, a combination of the highest bid that has the most relevance to a user will ultimately be the winning bidder.
Channel your inner, Don Draper and get your ad copy right
Even an advertising campaign that appears in a prominent position will fail if it doesn't speak to a user. If you are to engage in a PPC campaign, you have to convey to the potential client how your practice is the only solution for their matter, and why they should click on your ad.
In trying to create the right copy, it may help to put yourself in the position of a potential client and ask the following questions:
- Who is your target audience?
- What type of message will be most appealing to potential clients?
- What words or phrases are potential clients most likely to search for?
What happens after the click?
If you have your eyes set on a highly specialised area of law such as, "pet insurance law", unless your practice exclusively deals in that practice area, it's best that you create a landing page highlighting your expertise in "pet insurance law", while also featuring a prominent call to action. Keep in mind that your overall goal is to turn a visitor into a client.
It takes effort
Engaging in a PPC initiative is a major undertaking and it's not unusual for many law firms to engage with an external company who will manage a campaign. Always ensure that any external agent is aware how PPC fits in with the marketing efforts of your practice, and it also helps if the company also is officially certified by either Google or Bing.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.