PPC marketing is one of the surest ways to gain traffic to your website as soon as you commence your marketing campaign. Your ads get to appear on the first page of the search results (SERP), and you pay whenever a user makes a tap or click on your link. In PPC advertising as a form of paid marketing, you do not have to wait as you would while on an unpaid marketing campaign where you rely on organic traffic. Here, you get customers almost instantaneous as soon as your ads become active since your ads become readily visible to users when they make a search using your target keywords.
With lawyers becoming one of the highly sought-for service providers on search engines, it is vital that lawyers make themselves present on the search results. And as PPC is a costly campaign, it is as well imperative that lawyers take time to technically map out their strategy in order to achieve the desired and profitable results for their PPC marketing campaign.
How best to imbibe PPC advertising into your firm’s marketing strategies
The effectiveness of PPC marketing as a whole is best felt during the early days of your law firm. This is because PPC makes it possible for you to obtain leads and get profitable clientele as soon as you begin your practice. However, you should target your PPC advertising campaign around purchasing keywords. This is because you are paying for the clicks, so if the clicks are not such that would lead to clientage, then you would be wasting resources. These ads should be specifically for immediate call to actions, while your SEO campaign is of a more long-term approach.
Keywords that are not specifically targeted to bring in sales for your law firm should be kept out of your PPC marketing campaign and left in your SEO strategy.
Combining your SEO strategy with PPC
Your PPC and SEO strategy must work together. Through PPC, you can determine the various terms, selling points and call to actions that resonate more with searchers. When all these are identified, you can then include the terms as keywords into your meta title, meta description, and content for your SEO strategy.
PPC marketing helps lawyers build their overall online presence and customers’ trust when combined with SEO
With paid advertising combined with unpaid, then you have a high tendency of appearing on both the search engine maps, listing, and as well the organic results on the search page. This increase in visibility not only brings you profitability, but helps to build your brand as users automatically gain that trust and confidence in you when they see you everywhere on the SERP.
How to go about your PPC marketing campaign
1. Determine your target keywords
The first step is to find keywords that people type into the search field when they are in need of the kind of service you render. As a lawyer practicing Elder Law in New York, you can make your target keyword “Elder Lawyer NY” because this is what a user will likely type into the search field. You then have to “bid” for this keyword in the Ad Auction. Ensure you check the “All features” box against the Search Network Only. This gives you access to the full benefits of advertising on Google.
2. Choose your location
People like to work with lawyers that are within their location. If your law firm is located in New York and your ad shows up on a search made in Florida and the user ends up clicking it, then you would waste payment for that click since the user will end up leaving your page after discovering you are far away. Therefore, you have to ensure your ads only show up on searches made in your area by selecting your location.
3. Bidding and budgeting
Next, you have to bid according to your budget. You can use AdWords for this as it automatically sets your bids to help you get the most conversion within your budget.
4. Ad extensions
In your bidding, you should add additional features which your ad should contain. Your ad extensions as a lawyer may include the following: your legal area of specialization, location, page links (like contact page, about page, etc.), a call button with a phone number, call-outs.