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Meanwhile, others focus only on niche areas of law. This can make it more difficult for clients to find you, especially with the limited demographic targeting capabilities Google has made available to advertisers on the search network. Other marketing agencies are going after expensive keywords, without the proper research required to decipher the relevant keywords from wasteful keywords.
The Lawyer Marketing Services PPC Team notes, “Law firms versus other industries investing in Pay-Per-Click (PPC) Campaigns requires consistent in-depth research. For example, when marketing for a personal injury lawyer, our goal is to find the clientele that have been more severely injured compared to someone who’s been in a very minor accident. In doing so we can guarantee a substantial ROI for our clientele. ”
Due to vast number of law firms, online visibility can be hard to gain, if you don’t know what you are doing, it can get expensive and everyone’s fighting to be at the top of the SERP’s. This high level of competition usually goes hand in hand with expensive keywords. When every lawyer in your area is bidding on the same terms, and hoping to yield massive returns, Google’s able to raise the prices.
Every Law Firm we speak to wants more relevant phone calls. Therefore, mobile optimization can not be ignored. Having a campaign that only focuses on phone calls can be the most beneficial to a law firm. This type of campaign pushes more phone calls to one’s business when searching on mobile. Call-only campaigns replace the headline directing to a landing page with a phone number. This takes the often unnecessary step of visiting a landing page out of the equation, and gets right to connecting a searcher to a real, live person or lawyer right through the SERP’s (Search Engines Results Page.) “If you’re looking for a lawyer on your phone, chances are you want to call one,” says Lawyer Marketing Services. “Call-only campaigns work wonders for that reason.
Did you know that “lawyer” and “attorney” are the two most expensive keywords on Google, costing over $100 per click for searches such as “personal injury lawyer” and “criminal DUI attorney”? Law firms “can easily spend $5,000 to $100,000 per month on PPC,” according to Google Ad Words specialist, Crystal Monroe.
We just discussed how competitive the field of law is on the SERPs, so your law firm stands out above the rest. Begin by learning your competition. Lawyer Marketing Services offers competitive research in your area. “Most lawyers are in either one state or one portion of the state. It’s pretty easy to see your competitive landscape.” Here are three beneficial tips:
Google Ads location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics. With each click costing a heavy chunk of change, making the mistake of wrongfully targeting a location will cost a lawyer a substantial amount of money. Research the area to figure out the exact radius that makes the most sense to advertise on, and if you have multiple locations separate these into their own campaigns so you can target as accurately as possible.
Unlike SEO that can take months to achieve first page visibility and ranking, once we launch your Pay Per Click advertising campaign…your brand, message, and call to action will be first page usually that same day.
Contact Lawyer Marketing Services today to speak with our Team of Google AdWords Specialists to schedule your Research Audit.