{"id":24555,"date":"2022-12-19T21:53:11","date_gmt":"2022-12-19T21:53:11","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/19\/cant-miss-ppc-tips-for-attorneys\/"},"modified":"2022-12-19T21:53:11","modified_gmt":"2022-12-19T21:53:11","slug":"cant-miss-ppc-tips-for-attorneys","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/19\/cant-miss-ppc-tips-for-attorneys\/","title":{"rendered":"Can’t Miss PPC Tips for Attorneys"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

In a competitive legal market, where well-established law firms are in abundance, local attorneys must utilize all the tools<\/a> in their online marketing toolbox whenever possible. One of the best ways for an attorney or firm to get their name out there is to invest in pay-per-click (PPC) advertising<\/a>, like Google AdWords. Here are six helpful PPC tips to keep in mind when using search advertising to promote your practice:<\/p>\n

1. PPC Campaign Structure Matters <\/h3>\n

With AdWords, you want to be as specific as possible \u2013 the more relevant to the search query, the higher the ad quality, the more likely you\u2019ll reach top ad placement. Every business and campaign is different, but if you plan on trying to promote your legal services, lay out your campaign similarly to how you would lay out your website.\u00a0<\/p>\n

Break each campaign out by practice area, and each AdGroup by the specific legal issues (common terms people will search by). The best campaigns will have landing pages <\/a>for each AdGroup category. Sample AdWords structure:<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
Campaign<\/strong><\/td>\nAdGroups<\/strong><\/td>\nAd Landing Pages<\/strong><\/td>\n<\/tr>\n
Wills & Estates<\/td>\nEstate Planning<\/td>\nexample.com\/wills-estates\/estate-planning<\/td>\n<\/tr>\n
Estate Administration<\/td>\nexample.com\/wills-estates\/estate-administration<\/td>\n<\/tr>\n
Living Trust<\/td>\nexample.com\/wills-estates\/living-trust<\/td>\n<\/tr>\n
Last Will & Testament<\/td>\nexample.com\/wills-estates\/last-will-and-testament<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Laying out campaigns this way will allow you to get more organized in your marketing efforts, and also more organized in how you interpret the results from those efforts. Due to the specificity of this ad group structure, you will get to see the true demand for your services in your market area, hone in on client search terminology (as opposed to legal jargon) and provide more specific opportunities for improvement.\u00a0\u00a0<\/p>\n

In such a crowded legal market, you need to stay in front of your prospects as long and as frequently as possible. They have a lot of options and, to most of the market, the value propositions of law firms all look the same. Sometimes the only way to stand out is to stay in front of your prospect as long as possible as they make their decision. Remarketing<\/a>, also called retargeting on other advertising platforms, is a great way to do just that!<\/p>\n

Using a pixel or code added to a website, remarketing campaigns track and display ads to prospects that have already been to your website or mobile app. If a prospect leaves your website without converting, you can use remarketing audiences to reengage them. These audiences help to keep your brand (instead of your competitors) top of mind with the goal of bringing those prospects back to you or your website in the hopes of a sale.<\/p>\n

Remarketing campaigns are simple to make, don\u2019t require a lot of budget (a few hundred dollars per month is likely all you need) and the remarketing audience can even be added to your existing campaigns. It\u2019s a great way to nurture your existing customer base, increase sales and maximize your current marketing efforts.\u00a0<\/p>\n

3. Complete Your Campaign as Much as Possible!\u00a0<\/h3>\n

There is a pretty good \u201ccompletion bonus\u201d when setting up a legal PPC campaign. For those not familiar with the video gaming reference, what I mean is that you want to complete as many of the headlines, descriptions, images, videos and assets, also known as ad extensions, as possible.<\/p>\n

While it may seem tedious at times, filling out every aspect of your campaign does give an advantage in your campaign performance. Search engines will actually give your campaign a boost. If you complete these items, you are much more likely to rank higher compared to similar-priced campaigns that are only 75% complete.\u00a0<\/p>\n

Once more, completing all the variables in your legal PPC campaign<\/a> will give you more real estate. In example one below, you can see the top ad has a lot more text than the ones below it so it takes up more space is stands out in comparison.\u00a0<\/p>\n

Example One:<\/strong><\/p>\n

\"\"