What PPC Strategy is Right for You?

The truth is, pay-per-click is complicated.

You need a plan if you want to see strong results. There are keywords to consider, quality scores to understand, budgets to manage and timelines to set. But figuring out which PPC strategy your firm should pursue doesn’t have to be a difficult exercise.

  • Are you performing well organically? Take a look at strategies #1 and #3.
  • Did you open up a new office or expand your practice offerings? See strategy #2.
  • Do you practice in an area that experiences seasonality? Head to #4.

#1

Complementary Strategy

If your site is performing well organically but you want to remain the leader of the pack, consider taking a complementary approach.

Now, if you’re asking why you should pay for an ad if your website is already showing up on the first page of the results, this is the reason: According to Wordstream, 41 percent of clicks go to the top three paid ads on the page. That means close to half of all searchers don’t even make an effort to scroll and instead find what they need right away. And for the 59 percent of people who do scroll past the ads, a complementary approach helps bolster their confidence.

And when you put yourself in the shoes of a customer, you may be able to understand why. If Prospect Paul is anxiously looking for a DUI attorney and the first thing he sees is a PPC ad offering free consultations and payment plans, it gives him little reason to continue his quest to find a lawyer further down the page.

#2

Supplementary Strategy

If you want to understand what a supplementary PPC strategy is, think about Howard & Associates, a law office in Indianapolis that specializes in family law. Recently, they opened up a new location in Columbus in hopes of expanding their reach and capturing more business. But when people plug in “divorce attorney Columbus” on Google, their website is nowhere to be found.

This is just one example of when a supplementary strategy would come into play. Whether you opened up an office in a new location like Howard & Associates or are expanding into another practice area, the chance of your site having good organic visibility is slim. It takes time to establish a presence on search engines when your law firm makes a change, so running a PPC ad while you gain traction helps alert prospects of your existence.

One thing to remember – while PPC advertisements are a great way to supplement your lack of organic traffic, continue to focus on search engine optimization. Strengthening your site’s organic visibility can only happen through SEO efforts and can help move you into the aforementioned Complementary strategy in the future.

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#3

Branded Strategy

A branded PPC strategy is a smart (and inexpensive) move to make because it puts you in the driver’s seat. Yes, appearing in search results organically is important, but it doesn’t give you the flexibility to curate your message like a PPC advertisement does. Do you want people to call your firm? Is your goal to push people to a sp ecific landing page? Paid ads allow you to control your message and guide people in the right direction. You’ll see Dyson is using their ad to give people location and hours of operation, eliminating the need for customers to search for that information on their website.

It also keeps your competitors at bay. It’s not uncommon for businesses to bid on their competition’s brand – just see what Tuft and Needle did to the popular mattress company Casper. That’s the last thing you want to see happen to your law firm. By bidding on terms specific to own firm, like name or site URL, you’re able to combat a competitor’s efforts to steal your business. And the best part? It doesn’t cost an arm and a leg. Because of the specificity of branded terms, they are often some of the cheapest keywords to bid on.

#4

Time-Sensitive Strategy

While natural disasters, drug recalls and accidents are unfortunate, they are also unavoidable. But these times of hardship are often when people are looking for legal help the most. Using a time-sensitive strategy for a PPC campaign can cut through the noise and put your firm front and center when unexpected events arise.

Other times you would take this approach is if you wanted to bring attention to a planned event or if you experience seasonality in your practice area. For example, DUIs are frequent during the holiday season and divorces peak around tax time. Running a timely PPC ad can capture business during times when you know people are looking for your expertise.

Have a strategy in mind now?

Talk with an expert about getting a PPC campaign started for your law firm.

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