The Fundamentals of PPC for Lawyers

Did you know that you’re missing plenty of opportunities to attract quality leads if you’re not using PPC for law firms? PPC for lawyers or pay-per-click advertising is a digital marketing strategy in which you pay your chosen advertising platform whenever someone clicks on your ads. No clicks mean you won’t get charged.

Today, there are different options to choose from when advertising online, including on apps and social networking sites. However, most businesses and advertisers prefer Google, and for good reason. With over 80% of the global market share, Google is the world’s biggest and most popular search engine. Appearing prominently on Google search results and affiliate sites can help increase your chances of driving more traffic and leads to your law firm’s website. 

Why Should Lawyers Invest in PPC Advertising?

The real question should be, “Why not?” Although some legal service clients still rely on word of mouth to find legal representation, more and more are using the internet to find lawyers they can trust.

Advertising on popular PPC platforms allows you to promote your services where your prospects are looking. Unlike traditional forms of advertising that let you promote your services to just about anyone who can see your ads, PPC enables you to reach potential clients who are actively looking for your legal assistance and expertise.

Below are the primary reasons you should use PPC advertising:

• Build brand awareness
• Establish a more robust online presence
• Get your PPC ads in front of the right people at the right time
• Gain full control of your marketing budget
• Enjoy a detailed analysis of your ads’ performance in relation to your spending
• Explore different advertising options and methods to find the one that suits your audience best

How Much Does It Cost?

There is no clear-cut answer to this question since the cost of running a PPC campaign will depend on several factors. Amongst them is how expensive the keywords you want to target are. Some of them cost more per click than others, indicating how stiff the competition for these keywords is.

It can be easy to burn through your marketing budget if you’re not careful with PPC advertising. This is why having an excellent bidding strategy is crucial. It also helps to enlist the services of PPC experts, like our team at Kinetic Traffic. With professional assistance, you can significantly improve the cost-effectiveness of your PPC campaign while obtaining your target results.

You can also follow these pointers to maximise your PPC budget:

• Instead of broad-match keywords, you should target exact match and/or phrase match keywords to improve the quality of your leads.
• Run your ads when your prospects are more likely to see them.
• Limit the scope of your ads’ reach by your audience’s demographics or location to improve their accuracy.
• Conduct keyword research to identify the best keywords to bid on and incorporate into your ads.

PPC Advertising Best Practices

PPC for lawyers is both art and science. As with other digital marketing strategies, there’s no simple way to guarantee favourable results every time. You will need to put in significant time and effort to achieve your goals. Nevertheless, there are strategies you can implement to make your ads more effective and enticing. 

1. Identify who your target audience is

It’s impossible to set up an effective PPC campaign if you don’t know who your target audience is. This is why you must take the time to research who your ideal clients are, their location and demographics. You should also know their pain points, challenges, and even their interests. This would enable you to create ads that resonate with your audience and compel them to take your desired conversion action. 

2. Select the best PPC platform

As mentioned earlier, you have plenty of PPC platforms on which to promote your legal services. But how do you determine which of them is the most suitable choice? 

If you have a deeper understanding of your audience, selecting the best advertising platform should be easy. Advertising where most of your prospects are can help you obtain more online exposure. Also, legal practices usually get the best results from Google display and search ads since most legal service consumers use the search engine to find legal services. 

3. Create matching landing pages

Many lawyers make the mistake of directing their audience to their website’s home page when using PPC ads. This is certainly a bad practice. Not only can this affect your ads’ quality score, but it can also cause you to miss the opportunity to convince them further to engage you or enlist your services.

For this reason, you should create dedicated landing pages for your ads to boost their performance. Besides improving your ads’ quality score, it can also increase your chance of converting leads into paying clients. 

4. Set a suitable budget

Set your daily or monthly ad spending to control how much money you invest in your PPC ads. If this is your first time using PPC ads, starting small is an excellent idea. You can increase your budget if your ads perform well after the first 30 days to expand their reach. 

5. Keep track of your ads

Similar to SEO, PPC for lawyers requires patience and constant monitoring. You need to keep track of your ads to gauge their performance. This will help you determine the adjustments you need to make to increase their reach and improve the quality of traffic and leads they are attracting. 

Let Us Help You Develop High-Quality PPC Ads for Better ROI

PPC advertising provides an excellent way for lawyers to establish better brand awareness and create a more significant online presence. Furthermore, it enables them to obtain high-quality leads, increasing their chance of attracting new clients. As with other digital marketing strategies, PPC advertising requires careful planning and implementation to ensure the best possible results.

If you are interested in using PPC ads to attract new clients and increase your revenue, we at Kinetic Traffic can offer you the expert assistance you require. Please contact our team, and we’ll create a bespoke digital marketing strategy for your law firm.