Law firms often use Pay-per-Click (PPC) advertising to place their ads and attract prospective clients. However, law firm marketing through PPC can be challenging as legal search terms are some of the most competitive (and costly) keywords being bid on. That’s why it’s essential to understand PPC advertising, and you must know how to optimize your ads to maximize your spend.
This blog will discuss pay-per-click advertising for lawyers using Call Rail.
A] Understanding PPC Advertising
Before using PPC advertising for attorneys, it is crucial to understand what it entails.
- Pay-per-click advertising is an important component of law firms’ online marketing strategies. Its central concept involves paying a fee whenever a potential client clicks on an online ad.
- Law firms can obtain quality leads and increase online visibility with a well-executed PPC campaign.
- It can keep your core legal services at the top of search engine result pages, which helps attract new clients, especially if you expand into different cases.
- One of the most popular platforms for law firm PPC advertising is Google Ads. Google pay-per-click advertising allows legal firms to target specific audiences.
B] Tactics to Get More Calls Using PPC Ads
Your law firm can make the most of the PPC budget by using the following tactics to stand out in the competitive advertising space –
1. Make Calls Your Priority
While doing pay-per-click advertising for attorneys, set up call-only campaigns. A phone call from a lead is always worth more than a website click. You can set up automated call responses or use a chatbot window on your website to keep leads warm after hours. Ensure a 24/7 calling solution is in place and track which ads drive the most calls.
You can use visitor-level tracking to determine which PPC campaigns generate more ROI. Read our blog to learn how to use PPC for law firms to maximize ROI.
2. Strategic Keyword Match Type
Another tactic is to choose match types based on the kind of search traffic you want your ad to attract, like –
- Broad match ads will display search terms that include close variations of the keyword and related phrases that don’t include the keyword. Broad match modifier ads also include any additional terms and close variations.
- Exact match ads will show the exact matches or close variations of the precise term.
- Phrase match ads will display matches or close variations on the phrase or synonyms with additional words before or after.
Sometimes, you must target a particular audience using an exact match. But for maximum reach, you’ll also need broad-match ads that cover a broader base.
3. Limit PPC Bids to Smaller Local Areas
Targeting a large state area as a growing firm will yield leads that rack up lots of travel time for you and, thereby, will not be cost-efficient leads overall. Limit PPC bids to smaller neighborhoods or city areas to smartly spend on clicks. Update your law firm’s location in Google Ads or use “Advanced Search” and define a radius of the locality you serve, spanning ZIP codes.
4. Curate a Negative Keyword Spreadsheet
Negative keywords specify which traffic should not see your ad. Create a spreadsheet of negative keywords to pair with your target matches to strike out low-quality leads. Using this pair together is a strong way to ensure the ad traffic is well-qualified for your legal services. Some common examples of negative keywords are “free,” “pro bono,” “cheap,” and “low-cost.”
5. Use Bing for Cost-Effective Leads
Did you know that Bing is widely recognized as the primary search alternative to Google and holds a global search market share of around 3.43%? Bing ads are also cheaper than Google ads, and they have less saturation than other search engines. Thus, by using Bing, your law firm can capture more of your potential audience in a less competitive space and stretch your PPC dollars further.
6. Try Ad Extensions
Legal firms that use Google Ad Extensions can improve ad performance and conversion rates.
- Call extensions allow mobile users to click your extension and contact your business.
- Dynamic site links guide visitors to your site’s most visited pages.
- Contact extensions enable customers and leaders to contact your business readily.
7. Better PPC Copywriting
Collect customer data by “review mining” and learn how their language about your services or firm may differ from your existing keywords. With this research, you can craft more targeted ads to your audience in their own words. You can also let CallRail’s AI in Conversation Intelligence tally, report, and compile common phrases from customer calls.
8. Use Paid Social Ads
You can venture beyond Google Ads to paid social ads through smart outlets like Facebook and LinkedIn. Facebook is gaining clout as another “search engine” and offers a unique way to position yourself as an approachable neighborhood presence.
Wrapping Up
LinkedIn is a major hub for reputable resources from other professionals and should be a part of a solid marketing strategy for personal injury attorneys. You must complete a company profile, create content to answer legal FAQs, promote content on LinkedIn Pulse, and post ads.
These are some of the best strategies for creating PPC Ads for your law firm. Use Call Rail to get the most out of your law firm ad budget and employ these tactics to get more calls and attract potential clients.
