Pay-per-click (PPC) for lawyers is a substantial investment when it comes to digital advertising. However, if you’re new to the PPC game, you might not be familiar with how it works.
Understanding PPC as an advertising tool is the key to generating new leads and website views. So, before you or your law firm invest money, take some time to understand what PPC does and how it can benefit your company.
What is PPC Advertising?
Pay-Per-Click (PPC) is a form of digital advertising that helps promote your website on Google or other search engines. The most popular platform for PPC advertising is Google Ads.
PPC for lawyers allows you to bid on keywords that lead potential customers to your webpage. While this might sound simple, setting up PPC advertising involves a lot of strategic thinking. Without the right strategy and knowledge of keywords for a specific industry (like law), law firms could experience a poor return on investment.
What are the Benefits of PPC Advertising for Lawyers?
PPC advertising supports a couple of essential business goals for law firms.
- It helps you to target clients that are specifically searching for terms that matter to your law firm.
- The right strategy can lead those clicks straight to your landing page.
- If you know what you’re doing, you can turn those visitors into paid clients.
For example, say you’re a law firm that deals with family law and you want to target divorce cases in the state of California. You can set up your PPC platform to target specific regions of CA and keywords related to “divorce lawyer”. You then set your budget. If a potential lead in California is searching for a “divorce lawyer,” and your bid wins out, your ad will be at the top of Google’s search results.
What Makes a Great PPC Campaign?
There are a few different components to any PPC campaign. To get a high return on your investment, you want to spend some time working through each of the below best practices.
You should have:
- A clear goal with Key Performance Indicators (KPIs) that you can easily measure
- Good PPC ad copy that lets your lead know you can solve their problem
- A well-designed landing page that is relevant to your ad copy
- The ability to A/B test different messages and find out what works
What You Need to Know Before Launching a Campaign?
It’s important to understand that some keywords are much more expensive than others, especially when it comes to PPC for lawyers.
Keywords like “lawyer” or “attorney” rank as some of the most expensive clicks on the web. They can range anywhere from $50 to $100 per click, which means you could hemorrhage money focusing on those.
A high price tag is an indicator that you’re in a competitive industry. Lots of people are bidding on those same keywords.
That’s why getting creative is key to a great PPC strategy for lawyers.
If you’re new to the PPC advertising strategy, your best bet is to hire a professional. They can walk you through the process until you understand it well enough to take it over eventually. A professional can generate more business for your law firm while helping you avoid money pit keywords.