Are you wondering if advertising in PPC (pay-per-click) ads is the right move for your law firm?

The online advertising system can be valuable for lawyers who don’t have the resources, time, or budget for highly-competitive forms of law marketing. The trick lies in knowing how to use PPC effectively so that your firm rises to the top.

Our guide will help you understand all the basics of PPC for lawyers, then show you how to combine it with other forms of advertising for maximum effectiveness.

Set Your Goals

To ensure success, the goals should be specific, measurable, attainable, relevant, and timely. Every lawyer should also be aware that ad campaigns can be tweaked and adjusted over time to ensure they’re meeting the set goals.

It’s important to continually evaluate campaigns and make small changes as necessary. This is to maximize efficiency. Finally, tracking the campaign’s performance is key to learning what works, what doesn’t, and where improvements can be made.

Research Your Target Audience

Researching your target audience is an essential step in planning an effective PPC campaign for lawyers. Knowing who you advertise to is essential for tailoring content. It outlays for maximum effectiveness.

Understanding who your ideal clients are allows you to focus your campaign messaging on fitting their needs and interests. Research can be done through surveys, interviews, and market research.

Choose an Advertising Method

Every law practice or firm must choose a reliable and cost-effective advertising method to increase visibility and attract new clients. Pay per click (PPC) advertising is often the preferred choice. This is due to its ability to quickly generate quality leads, track results, and quickly modify campaigns.

PPC advertisements can be seen on major search engines such as Google and Yahoo. It also includes websites and apps that allow lawyer advertising, depending on the target audience. Law firms can also use specific keywords and geographic areas. This allows them to only target desired consumers.

Set Your Budget

When starting any PPC for lawyers campaign, establishing a budget should be your first step. Setting up a campaign without any budget restrictions is usually not a best practice. It will be difficult for you to track your Return-on-Investment (ROI) and optimize your strategy.

Allocating a budget allows you to decide how much money you will use to promote your services each month and control your spending. This will give you enough data to make an informed choice on optimizing your campaigns for greater ROI. Additionally, your targeting parameters will also likely require a minimum budget for them to work effectively.

Monitor Performance

Keep very close tabs on costs per keyword, ad impressions, and average click-through rates, as these can offer insight into ROI. Monitor budgets at least weekly and ensure that pause ads or reallocated budgets are being utilized and updated as needed.

Finally, ensure segments and demographics are being constantly analyzed to understand where best to target Ads and to ensure the campaigns are reaching the audience in the best way possible. 

Read more about law firm marketing here and check what needs to be on your checklist.

Explore The Basics of PPC for Lawyers

PPC for lawyers is a powerful way to increase visibility, reach more potential clients, and grow your business. Taking the time to learn and understand PPC can provide attorneys the competitive edge they need to stand out and stay top of mind.

If you’re ready to learn more, please contact us to get started with your PPC campaign.

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