Personal injury marketing is unique because most cases/leads are generated because of the timing of certain events. For example, if you are the victim of an auto accident, that specific event is going to lead you to search out a personal injury lawyer around the time of the accident. It is imperative that your firm is taking advantage of the different avenues that give you the opportunity to compete for those leads.
Assuming that you have already taken the steps to set up your Adwords account, I have listed some dos and don’ts to create a successful PPC Campaign.
1) Always Track The Conversions: Successful marketing always has one common denominator, measuring. You must know which campaigns are converting and what the cost of these conversions are. Depending on the results, you will know whether to dial certain campaigns back or throw more resources at them.
2) Research Your Audience Before Starting Your Campaigns: Google provides marketers with an abundance of free tools to gain better knowledge about previous and potential campaigns. Tools such as the Keyword Planner allow you to get an in-depth look at what is expected of the campaign you are considering to run.
3) Don’t Ever Set It & Forget It: It is not uncommon for a personal injury firm to have their secretary try and set up an unresearched campaign, cross their fingers and hope for the best. This often leads to bad results leaving a dissatisfied taste within the firm and losing hope on one of the most precious marketing resources available.
Always hire a professional unless you are wanting to learn the trade yourself. A rookie to Google Adwords for personal injury often ends up costing a firm a lot of money, but even worse, losing the confidence in one of the industry’s best lead generators.