When it comes to finding effective ways to advertise your legal practice, paid search advertising (also known as pay-per-click, or PPC) offers several advantages. Results of PPC campaigns are measurable and simple to track, and they provide a large amount of useful data that can further support your digital marketing efforts moving forward. However, paid search advertising can become costly if you do not take enough time to develop a clear strategy for creating and implementing your PPC campaign. If you’re looking to boost your law firm’s visibility online and encourage new clients to contact you, here are a few quick tips to help you get started.
Consider Your Searcher’s Intent
There are generally three main reasons why someone performs a search. The searcher may be looking for the website of a specific company or brand, which is typically referred to as a “branded search.” Or, the searcher may have a question that they need answered, so they will perform an informational search in which they type in keywords associated with their question—or the entirety of the question itself—to see what pops up. People who perform a transactional search are usually looking for a particular service. Many of your potential clients will either be informational or transactional searchers, so framing your PPC advertising strategy to appeal to these two types of searchers is a great way to attract more potential clients.
Display Engaging Content That Inspires Consumer Action
Once you’ve dialed in the location of your potential clients to ensure that your ads will display to people who live close enough to work with you, it’s time to focus on the content of your advertisements. Think of the most common questions a potential client may have for you, and create content on your landing page, website, or blog that addresses these questions. Provide several invitations for visitors to contact you—list your phone number, add a contact button that automatically calls your office, provide a contact form for clients to complete, or provide a link to an automated scheduling system that allows clients to arrange a consultation with you. The more you can encourage visitors who click on your ads to contact you, the more inclined potential clients may be to take the next step.
Use PPC Data to Inform Future Marketing Efforts
It’s important to recognize that a PPC campaign is an ongoing process, and that the data and metrics you receive can be used to build stronger and more effective digital marketing efforts in the future. Perhaps your first attempt was too broad in scope, so you decide to narrow your keywords or appeal to more specific audiences. The exciting part of PPC campaigns is the ability to easily track the effectiveness of your efforts, and you can simply readjust the parameters as needed to get the mix just right.
The Upsource team is here to help you develop a paid search advertising strategy to give your legal practice the boost it needs. Call (800) 893-2590 today to get started.