Whether you know it or not, there are people in your area looking for a lawyer right now. When people have a legal issue, they often go online to find one, which is why it is so important that all lawyers have a website. Creating a website is just the beginning, though. Once your website is up and running, you can then use it as a foundation for other marketing efforts, such as lawyer pay-per-click (PPC) advertising. Lawyer PPC can boost your online presence and help convert users into clients, but only if you do it properly.
Create Copy Clients Cannot Ignore
For effective lawyer PPC, you must create ad copy that stands out to potential clients and delivers a message they cannot ignore. Good copywriting does require a bit of experimentation before you can determine which message users most relate to. It is sometimes worthwhile to run an ad for a week or so and then evaluate its performance to determine if changes are necessary.
The Right Keywords are Crucial
PPC platforms such as Google Ads rank your ad according to whether it is relevant and helpful to users. To ensure it is, you must create ad copy relevant to the keywords you bid on so the search engines give your ad a higher score. The higher your ad ranks, the better positioning it is given, and it also affects the price you pay per click.
Focus on Mobile
When potential clients search for a lawyer, they typically use a smartphone or other mobile device to do it. If you have already created a website, you likely know the importance of customizing for mobile, and it is a critical component of lawyer PPC, too. If your ad does not display properly on mobile devices, users will either not see it or become frustrated by it and scroll by your ad to click on a competitor’s instead.
Include Ad Extensions
Not only is it possible to include ad extensions in your lawyer PPC, such as call buttons and location information, but it also plays a major role in how your ad performs. Just as users do not want to work to see your ad copy on a mobile device, they also do not want to have to go to your website just to contact you. By incorporating ad extensions, you can make sure clients can reach you when they need you.
Make Landing Pages Relevant
You may think that when you embark on lawyer PPC, your website is no longer of any concern. However, that is not true. Your PPC ads might direct potential clients back to a landing page on your website. If it is not relevant to the ad, it is not what clients are looking for and they will quickly leave your site to find another lawyer.
Our Marketing Experts Can Provide the Legal PPC You Need
There is a lot that goes into legal marketing, but lawyer PPC plays an important role. If you have not yet started running PPC ads, or your current campaigns are not performing well, our marketing experts at MileMark Media are here to help. We know how to create copy that gets noticed and ensure your PPC campaign is as comprehensive as it is effective. Call us today at 866-598-6235 or contact us online so we can get started.