When you market to lawyers, it’s important to let them know that you have the services they need. Many lawyers may not understand how PPC campaigns can help them. Does a pay-per-click campaign really offer the benefits a law firm needs in its marketing efforts? Make sure these talking points are part of your discussion.
1. PPC ads allow you to tightly restrict geographic radius.
Lawyers typically work within a specific geographic area. They may be licensed to work in a specific state or have a particular jurisdiction where they prefer to work. With PPC ads, lawyers can tightly restrict the geographic region that will view those search results, allowing lawyers to get their ads directly in front of the people who are most likely to be able to use their services.
2. As you refine your ad campaign, you can get a better idea of exactly what keywords interested clients are searching for.
When a law firm uses long-tail keywords, in particular, its marketing department may struggle to fully understand exactly what keywords potential clients are most interested in. Tracking those keywords will allow for more highly targeted marketing efforts in the future. Not only that, you will have access to a number of reports about the ad: its effectiveness, how long visitors stayed on the site after viewing the ad, and what specific keywords brought the visitor to the site, among others. By utilizing these metrics, you can help shape your future advertising efforts.
3. PPC ads may have a high charge for each click.
However, it’s important to note that with PPC ads, the law firm will only pay when people actually click on the advertisement. As a result, it’s important for marketing firms to carefully choose the keywords they use for law firms’ ads. Let attorneys know that it’s important to select PPC ad keywords with care to maximize ROI. You should also give your law firm clients a solid idea of what PPC ads will cost before they choose to use that advertising strategy so that they can plan accordingly.
4. PPC ads can help raise organic search ranking over time.
Building search ranking as a law firm can take time, especially if there is a high number of law firms in the area. Over time, PPC ads can help drive traffic to the website, which in turn can help raise your law firm’s search ranking. As a result, many law firms find that paid ads are a great way to increase overall search traffic. This tactic is particularly effective in the early days after a firm opens or when the firm creates a new website or marketing campaign since it can start getting the page noticed by both customers and search engines.
5. PPC ads help increase brand recognition.
In some cases, interested clients may do several searches before deciding to contact a lawyer. Sometimes, as in the case of family law, clients may do a substantial amount of research before deciding to begin a divorce or custody battle. When a law firm appears in search results, even as a PPC ad, it can substantially increase brand recognition, which means that when the client is ready to make a decision about an attorney, they will recognize that firm and be more likely to choose it.
As a marketing agency when you market to lawyers, you may need to focus hard on the specific characteristics that will help sell PPC ads to law firms. With these strategies, however, you can open the door to those difficult conversations and provide the attorneys in your client list with a better idea of just how PPC ads can benefit their firms.
