As a lawyer, your main goal when using the internet is likely to get more clients and make more money. As the saying goes, you must spend money to make money, but knowing the best way to spend your money online can be tricky. You must create a cost-effective legal marketing strategy so you don’t waste your budget.
Many law firms use pay-per-click (PPC) advertising to skip the line and rank in the top results on Google. Some firms spend thousands of dollars on law firm PPC ads without ever worrying about SEO. While these law firms may see more traffic to their websites, their legal marketing strategies aren’t as cost-effective as they can be.
PPC advertising is best used in combination with your legal SEO campaign. Because law firm SEO takes time to rank your website, law firm PPC can fill that initial gap. At ApricotLaw, we have the skills necessary to analyze your digital health. We’ll customize a legal marketing strategy for your firm that includes the right amount of both PPC and SEO.
Law firm PPC can provide many benefits to your legal marketing strategy. By adding PPC to your legal SEO campaign, you can target your local market more effectively.
If you’re running PPC ads on Google, Bing, or Yahoo, you can target users based on their search queries. You can also target users based on categories, websites they’ve visited, and more. You’ll have various options for where your ad will show up and how it will look.
It can be difficult to stay patient while law firm SEO kicks in and shows the results you’ve paid for. Organic rankings are valuable, but they take time.
PPC ads can provide fast traffic for your law firm website while you’re waiting for organic results. Once you start to see organic rankings, you can scale back your PPC advertising efforts.
Another benefit of PPC advertising is the flexible budget options. Because PPC ads are customizable, you get to decide how large you’d like your campaign to be. Spending more money on PPC ads may result in higher rankings. But what’s most important is having experienced PPC managers get the most for your money.
Ranking your law firm for local keywords is essential. The clients you’re hoping to attract will be within the cities you practice. You can use geo-targeting to optimize your PPC ads based on where each user lives. For example, if a user lives in Denver, they’ll see “Lawyer in Denver,” if that’s the formula you have set up. You can also customize the formula to show the state where the user lives.
Geo-targeting takes the guesswork out of your PPC ad optimization. When using this feature, Google will localize your ad for any viewer who comes across it.
Law firms often hesitate to use PPC ads in their legal marketing. That may be because they’ve wasted money on PPC advertising in the past. Money often gets wasted on law firm PPC because PPC campaigns are poorly managed.
At ApricotLaw, we have the experience necessary to spend your money wisely. Using PPC with a legal SEO strategy is a great way to distribute your budget and get the results you desire. If you’re ready to work with an experienced legal marketing agency, reach out to us for a free consultation. Call 877-203-0751 or fill out the contact form below to get started.
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