In the modern world, in order to find a lawyer, people turn to the Internet, where they can analyze their work and understand whether they provide the necessary services or not. Therefore, using pay-per-click (PPC) advertising will be a great opportunity to attract new customers. It helps to target those customers who are looking for certain types of services. But PPC for lawyers requires a lot of time and testing. Here are some tips for proper ad placement.
1) Write good copy
You need to use text that will help keep your potential customers and show how you are better than your competitors. It will also be a plus if you complement it with calls to action, such as “Contact us now” or “Make an appointment.” Writing texts must go through a lot of testing in order to understand what people like and what not. This is necessary so that they eventually go to the best law firm websites and make an appointment with you. Try to make different versions of the ad and check their work within a week. With the help of this method, you can understand which one brings more effect.
2) Don’t forget to include keywords in your articles
PPC is similar in ranking scheme to SEO for lawyers, Google will decide if your content is useful to the audience and how relevant it is. The more it matches the criteria and keywords, the higher the quality scores. This is a very important factor since it determines where your article will be located and the cost per click.
3) You can save money if you show ads with the geolocation where you work
You won’t have to pay extra to show your content in New York if you practice in Chicago yourself. This tip is especially relevant if your keywords have a high cost per click.
4) In order to increase the click-through rate, use extensions
They include information about your address, number, and links to various parts of your site. Your potential customers will not have to search for the necessary data for a long time, but will just need to click on the button. This will save them from unnecessary work and contact you faster.
5) Check if your ads are optimized for mobile devices
This is very important because more and more users are searching the Internet through their smartphones. It will also be easier for your potential customers to contact you, which will bring even more effect from advertising.
6) Make sure your site is ready to be visited
In order for your advertising to be not just a waste of time, but to bring new customers, you need to check whether your site contains the relevant and necessary information, whether it is easy to navigate, and has a beautiful view. Website optimization is part of law firm marketing strategies. It is important to take into account all the necessary points otherwise you will waste your money. Here are some tips for optimizing your site:
– set up quick responses to user requests
– use the same or similar words from ads in your content.
-insert images and branding from PPC
7) Examine your analytics and test
It is necessary to at least periodically audit the advertising company in order to monitor its effectiveness. You need to understand what kind of audience and in what volume goes to your site and sees your ads. Thanks to this, you will be able to understand which ads work better and which do not work at all.
Another important metric is the conversion rate, which tracks how many users have completed a CTA on a landing page.
Here are a few key PPC advertising factors for lawyers. At first glance, it is quite difficult to understand and understand the whole system, but if you understand all the principles of work, then this can bring great results and change the position of your company. You can do it yourself or hire a law firm digital marketing agency that will do this job faster and better. But for this, you will need to choose the right company that is a professional in their field. All these actions will help your business and increase your income. The main thing is to follow all our advice and be smart when choosing advertising companies and digital agencies.