Many lawyers have found that Pay Per Click (PPC) advertising on the major search engines (Google, Bing & Yahoo) is a very effective way of generating leads. Getting your PPC campaign to be highly optimized, relevant, focused and results-oriented will give you a far higher Return On Investment on your PPC dollar spend.
PPC for Lawyers utilizes different keywords “nuances” which can save you a lot of money. For example, on this page, we are using the term “lawyer” which is generally used in Canada. However, in the USA, the term “attorney” is more common. Research and selection of relevant keywords are crucial, especially considering how expensive some lawyer keywords can be. Our experience has shown that using long tail keywords (phrases with three or more words) can be very effective, as is building up a list of negative keywords so that your ads are not shown to the wrong audience.
Lawyer PPC adverts are often too general and don’t address your potential customers greatest “Pain Points.” It’s crucial to ensure that your ads focus on your specific area of expertise, and reflect that throughout the campaign. For example, someone searching for a Criminal Defence Lawyer should see a specific Criminal Defence Lawyer ad with a Call To Action (example: Free Consultation: Call 24/7).
When potential clients click on your PPC ad, they should be directed to a highly specific and relevant Landing Page that provides information about the services you offer people with a particular need. For example, if your Law practice has different areas of expertise, then your PPC campaign not only needs to be broken up into the specific Ad Groups but also have specific Landing Pages for each Ad Group, such as:
Your landing pages should have a Call To Action that is clear, easy and measurable. Each campaign and area of expertise should have its own dedicated landing page. This will ensure that your ads are relevant and your visitors are provided with only the information they seek.
It is also critical to keep in mind that, in general, most people are now searching for services using mobile devices. Naturally, this is especially true when someone has been arrested and is in immediate need of a criminal lawyer. It is more likely that individuals searching for a criminal lawyer will be using their mobile phones, instead of a computer.
Consequently, Lawyer Landing Pages need to be responsive, meaning that they automatically adapt to mobile devices by shrinking content and images and adapting them to your visitors’ mobile device. Let’s not forget that people prefer to scroll up and down rather than click on mobile devices, hence a dedicated landing page provides a better user experience to a searcher looking for a solution. What’s more, these pages load super fast and reduce the possibility of visitors abandoning your site because it loads slowly.