Your firm has a good website, a social media presence and you advertise in appropriate local
and/or national newspapers and magazines. It’s 2016, and law firm marketing requires more than the tried and true. A strong pay per click campaign can bring business to your firm immediately, especially if your practice includes product liability, personal injury or similar areas that require a quick response from affected parties.
How it Works
PPC involves bidding on the keywords applicable to law firm marketing targets. For example, if
you have a matrimonial practice in Chicago, you would use target keywords such as “divorce
lawyer Chicago.” People looking for legal help online tend to look for specific practice areas, so
simply using the phrases “attorney Chicago” or “lawyer Illinois” is of little value.
PPC Marketing Advantages
Unlike traditional advertising, your firm only pays when someone clicks on the ad. The ads target people actively looking for legal help in your area of expertise and in your geographic location. PPC ads reach potential clients on a huge scale.
A Good PPC Campaign
A good PPC campaign isn’t cheap, but the potential returns make it a worthwhile investment.
Strong PPC marketing involves geotargeting, or using keywords that narrow the location to reach potential clients. Smaller practices may want to target zip codes within a 50 mile radius, while larger firms may decide to geotarget statewide or beyond. Adjust your bids when certain events take place. If your firm represents DUI clients and you know the city or county is running checkpoints on particular days, boost your bids in DUI at those times. When there are no checkpoints taking place, bring your bid levels in this area down to a normal rate.
Good PPC campaigns don’t exist in a vacuum. PPC may drive clients to your website, but once there, they must like what they see. That means your website must feature content that makes the firm stand out as tops in its field, with attorneys who get the job done for clients. Make sure any website forms for contact information are easy to find and simple to complete.
While there’s no question that Google is tops for PPC ads, don’t limit your efforts to this
giant. Placing PPC ads on smaller – but still quite large – sites such as Yahoo and Bing bears
fruit, as your firm isn’t facing the ad competition there is on Google.
Whitehardt – Law Firm Consulting and Advertising
It’s important to work with a PPC agency specializing in law firm marketing, rather than a
generic company. At Whitehardt, we know the right structure, keywords and ad words to make your law firm’s PPC marketing successful. The PPC industry changes quickly, and you want an
agency that stays on top of these lightning-fast shifts.Contact Whitehardt today.