When it comes to PPC advertising for law firms, there is a great deal of competition on Google AdWords. In order to get the most out of the marketing budget, your law firm needs to develop AdWords campaigns that bring in more quality leads at a lower price. By avoiding these five common mistakes, you can boost your firm’s PPC results.
Mistake 1: Not focusing on a specific niche with your keyword or campaign strategy
How to Avoid: Finding a niche is important when developing PPC advertising for law firms, especially if your firm has a variety of different legal specialties. To maximize your budget, develop campaigns around the types of cases that bring in the most revenue. Once you’ve determined which legal specialties your ads will emphasize, focus on keywords that show an immediate need for your services.
Mistake 2: Delivering ad copy that is not effective
How to Avoid: Your PPC ads need to be more than just informative, the ad copy needs to entice visitors to click. Some ways that you can boost click rates on Google AdWords is by mentioning specific offers or discounts and including a strong call to action in your ad copy.
Mistake 3: Using landing pages that are either inconsistent or irrelevant
How to Avoid: Instead of having your Google ad lead visitors to your law firm’s homepage, direct them to a relevant landing page that offers more information on the specific type of legal service that the ad addresses. You can use Single Keyword Ad Groups to lead your visitors to specific landing pages that are more likely to convert.
Mistake 4: Skipping the conversion tracking process
How to Avoid: In order to determine the effectiveness of your Google AdWords spending, you need to track how many leads convert to paying customers. First, determine how many people are submitting information or calling through your Google ads. After you track how many of these leads became paying clients, you can look at the revenue to see how efficient your PPC campaigns are.
Mistake 5: Not testing for keywords, ads, and landing pages.
How to Avoid: When it comes to PPC advertising for law firms, it’s essential to test and optimize your campaigns. Do not simply bid on a wide range of keywords with low bids. Research has shown that user intent can be different based on the keyword, even if you are choosing between two relevant keywords such as “law firms” and “lawyer.” Test out different keywords, ads, and landing pages until you find a combination that works.
If you need help with PPC advertising for your law firm, contact us for a free consultation.