Pay-per-click (PPC) advertising has been gaining popularity among law firms. Here’s what you need to know about PPC advertising for lawyers.
PPC advertising refers to an online advertising format where an advertising agency gets paid each time a potential client clicks on the advertisement. A law firm does not pay for any advertisements with no engagement (clicks).
Initiating PPC Campaigns
When a lawyer starts a PPC campaign, advertisements target the individuals’ search interests when researching particular keywords. The intent is for potential clients to enter the advertisement which will direct them to the lawyer company’s website. When people are in need of the services the advertisement displays, they might scroll through the law firm’s main website page to see if its services will fit their criteria.
Related: The Ultimate Guide to Legal Marketing in 2022
Why PPC is Gaining Traction
PPC advertising immediately takes people to the company website. The PPC directly connects a potential client to the exact information they are looking for. The PPC advertisements also apply intentional targeting to not waste time and money on users who are not in need of the advertised services. Also, PPC collects data for the firm when understanding the traffic and impressions the advertisements make on individuals. This data enables the law firm to guide their marketing campaigns in the future. The results come in real time, which builds a foundation for other online advertising efforts.
How to Make a PPC Campaign Successful
A key factor may be for firms to budget and select keywords accordingly. PPC advertising assigns a price to each word, which is why a firm might select uncommon words as their keywords. These keywords correlate with the order of websites that appear after a searcher uses a search engine.
Lead generation already proves the success of PPC advertising. This generation displays how they will not just do business with any potential client. Instead, PPC advertising targets a specific audience these law firms want to help. Her Lawyer, a company composed of leaders in female representation who fiercely defend and counsel women throughout the state of California.
Related: Attorney Advertising Rules in California
FAQs on PPC Advertising for Lawyers
What are the different types of PPC campaigns?
Search, display, shopping, video, smart, and discovery ads are different kinds of PPC campaigns. The names give insight into what they project and their format for the viewer.
Is it in a company’s best interest to mock a competitor’s advertisement form?
Selecting the same format competitors to use to advertise their law firms may be a successful strategy. Companies may apply a format due to their previous positive experience and retention rates with it.
How can a PPC advertising campaign filter the audience?
Entering simple guides into the search engine results, such as Google, enables the company to sculpt their audience.
This may include, but is not limited to:
- Gender
- Marital status
- Socioeconomic status
- Geographic region
- Age
- Race
- Education level
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