Well-Written Pay-Per-Click Ads Attract Quality Leads For Law Firms
PPC campaigns are a great way to get your law firm’s brand in front of potential clients. In fact, it’s one of the most powerful marketing tools out there. But if you don’t set up your PPC campaign correctly, it can be a waste of time and money — and that’s not good for anybody! We’ve got some tips for getting your attorney PPC advertising right so you can start bringing in more leads from search engines like Google and Bing.
Use Keywords In Your Headlines
The headline is the most important part of your ad. It’s what people see first, and it should be written to entice them into reading the rest of your copy.
“The best way to do this,” says [a search engine optimization expert], “is by using keywords in both the first line and last line of your ads.”
Target Shoppers’ Intent
Targeting shoppers’ intent is the most important element of PPC marketing for lawyers. It’s what separates great ads from bad ones, and it’s something you can control from the start.
Intent means knowing your audience and understanding their needs so that you’re able to serve them with content relevant to their query or search term. For example, if someone searches “best lawyers in Los Angeles,” they probably want legal advice and/or representation–and they’re ready to buy right away!
Don’t Overdo Branded Terms And Phrases
Branding is good, but you don’t want to be too branded. You can use your brand name in headlines and ads, but don’t go overboard with it–you want people to click on your law firm PPC ads because they’re interested in what you have to offer and not just because they recognize the name of your law firm.
The same goes for logos: if you’re using an image of a building or office space as part of an ad campaign (e.g., “Our offices are located at 555 5th Avenue”), make sure that it’s not so large that it takes up most of their screen when they view it on mobile devices!
Phone numbers should also be kept at a reasonable size–if someone wants more information about how we can help them with their legal issue, they’ll call us anyway!
Use Negative Keywords Wisely
Negative keywords are a great way to avoid wasting money on irrelevant clicks. For example, if you’re an attorney who specializes in death penalty cases, then it would be wise to add “death penalty” as a negative keyword because it’s unlikely that anyone searching for this term will be interested in hiring your services.
Negative keywords are not the same thing as exclusion keywords (which we’ll discuss in the next section). Exclusion keywords tell Google not to show your ads when people search those terms; negative ones tell Google not even bother showing them at all!
