Pay-per-click (PPC) is a great way for attorneys to reach potential clients. Most people who need a lawyer either ask their friends if they know someone, or research online. So it is important to have a strong online presence on Google. Search Engine Optimization (SEO) is all about getting your website in the top Google search results organically. This can take months and a lot of work for your website to appear where you want it to. PPC is a quick, efficient way of getting your website visible immediately. You only pay when someone clicks on your ad, and they are sent directly to your website. PPC keywords for attorneys can be expensive though, so here are a few tips to help keep costs down and conversions up.
If you are a personal injury attorney, then you only want to advertise to clients who need a personal injury attorney. Don’t pay for broad keywords such as attorneys or lawyers because you could be getting traffic for people looking for divorce lawyers or any other kind of legal help. If what you offer is specific, keep your keywords specific. Make sure you are paying for traffic that is relevant to you.
Also, when you pick your keywords, long tail keywords are usually cheaper than broad keywords. This will help you get quality traffic that is more likely to turn into conversions (potential clients). Also, review your account daily and see what search queries are triggering your ad. Make sure that these keywords are relevant. If they are not, then add them to your negative keyword list. Negative keywords will prevent that keyword from triggering your ad.
Ad extensions are a great way to give more information about your law firm. Ad extensions include location extensions, call extensions and site link extensions. All of these will show around or below your ad. When you add a location extension, it will show your address below the ad.
If you add a call extension, it will display your number by your ad so people can directly call you when they click on your number (on mobile). Call extensions are very important for mobile ads. This way you can get the consumer to directly call you, instead of clicking on your ad, then writing down your information. and then dialing your number. Making it simple for a potential customer is key.
Site link extensions are also a great way to provide more information about your firm. You can add up to 4 site links below your ad. This means you can choose 4 different landing pages from your website and display them below your ad. The more information you provide in your ad, the higher the click through rate. And don’t forget, to make sure you have a call to action in your ad!
Lastly, review your account weekly, if not daily. Keep your website and your PPC ads current. Lower bids on keywords that don’t convert as well and raise bids on keywords that are bringing you customers. The goal of your PPC account is to bring in clients not just traffic. Remember, quality is more important than quantity.
