The idea of engaging in the world of pay-per-click advertising (PPC) may have you feeling apprehensive. Do you really need to spend time and money on PPC to make the most of your advertising budget?
We’ll let you in on a little secret: the firms that show up on top of a Google search result page are not there because they are smarter, work harder or have greater legal skill. They are there as a result of PPC advertising.
You do not have to be a PPC expert to succeed. Our pros at Above the Bar Marketing can help you develop a Google AdWords campaign that attracts new clients. In the meantime, check out the following PPC tips for attorneys and law firms.
1. Location. Location. Location.
Any funds spent targeting clients in locations you do not practice in or locations where potential clients don’t exist are funds wasted. Set your geographical parameters based on your firm’s location and where you do the bulk of your practice. For example, if you are a personal injury firm in Madison, make sure the bulk of your PPC spend is targeting Madison and surrounding communities. Once you have that nailed down, it may make sense to start casting a wider net, but your own backyard is the most important place to start.
2. Advertise On Mobile
More than half of all searches on Google are performed by mobile users. Given the highly personal nature of issues such as divorce, criminal defense and bankruptcy, chances are that a higher proportion of potential clients will be conducting their searches on their personal mobile devices. If you are not advertising to mobile users, you could be missing at least half of your potential clients.
3. Don’t Forget Your Website
Your PPC ad is a chance to make a first impression and your landing page or website is your chance to seal the deal. Make sure your website is properly optimized and contains relevant content that supports your PPC ads.