You may have heard of pay-per-click (PPC) marketing, but what does it actually mean for lawyers? What are the pros and cons? How can you make it work for your practice? Here are some basic principles to consider. Targeting options, Segmentation, and Cost-per-click are all important considerations. In addition, you’ll want to make sure you’re maximizing the return on your ad spend.
Cost
The Cost of PPC for lawyers varies widely, from several hundred dollars to upwards of $50 per click or call. Law firms must have a Bar ID number, complete a business profile, and specify their practice areas and weekly budget. If a client clicks on one of your ads, your ROI may be excellent. Depending on your practice area, you might need to spend anywhere from $12K to over $100K a month.
The success of a PPC campaign depends on several factors, such as keyword choice and bid. While PPC may be less expensive than other forms of advertising, it is more complex than simply putting up a few ads on the yellow pages. Effective PPC advertising is targeted and requires extensive knowledge of the industry. While lawyers may have little idea about PPC advertising, they can benefit from it by maximizing their firm’s budget and generating a positive ROI.
Targeting options
Law firms that use PPC advertising should create separate landing pages for each of the ad campaigns they run. These pages should feature a compelling headline and a compelling ad copy that describe the benefits of choosing the law firm over the other options. You can use videos to support your copy, as well as testimonials from satisfied clients. For added appeal, you can include 24-hour answering service. Targeting options for PPC for lawyers should be effective and cost-effective.
Once you’ve created your PPC account, you can choose which keywords and geographic areas you’d like to target. You can also select language and browser preferences, as well as gender and educational level. There are even options to target potential clients by gender, as well as by age and income level. For example, if you want to target married clients with children, rather than single people without children, you can select the gender of the prospective client.
Segmentation
If you want to drive more leads to your law firm and increase your conversion rate segmentation of PPPC for lawyers is key. This type of advertising will target your target market and increase your click-through rate, which will increase your client list. Less experienced digital marketing firms will tell you to cast a wider net and forget your target market. In reality, you must focus on your core audience and use PPC to convert those visitors into leads.
Unlike content marketing, PPC for lawyers can track the results of your campaigns almost immediately. Content marketing can take weeks or months to measure and implement changes. PPC advertising helps attorneys compete with big firms online, even if they are sole practitioners. And with its high conversion rate, it will help solo practitioners survive the online competition. But before you begin, you need to understand the benefits and drawbacks of segmentation of PPPC for lawyers.
Cost-per-click
Pay-per-click advertising for lawyers is an effective strategy that reaches your ideal prospect immediately. This advertising method addresses the people who need your services the most and presents a clear call to action. However, you have to understand the costs and effectiveness of pay-per-click marketing for lawyers. While many SME businesses utilize pay-per-click marketing, this strategy is not suited for every lawyer. It requires time and marketing expertise to effectively use the service.
While traditional advertising is essential for branding, pay-per-click is a good way to reach your target audience. A potential lead will likely come to you via a Google search, which is why law firms should invest in inbound marketing strategies to promote their firm. Although paid-per-click for lawyers is not a cost-effective option for every law firm, it’s worth it to see the potential ROI. When used properly, it’s a powerful way to attract clients and generate new business.
