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.
Use Relevant Lawyer/ Attorney Keywords
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.
Make Your Lawyer Ads Specific. Have An Effective Call To Action
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).
Convert with Effective Lawyer Landing Pages
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:
Criminal Defence Lawyer
Personal Injury Lawyer
Medical Malpractice Lawyer
Professional Negligence Lawyer
Commercial Litigation Lawyer
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.
Landing Pages that Adapt Perfectly to Mobile Devices/Smartphones
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.
Why Google AdWords?
World’s most powerful Search Engine
High visibility on the Top Page of Google for prospective clients searching for your services
Stop wasting money on traditional media (newspapers, flyers, radio, TV etc)
You only pay when people click through to your website (Pay Per Click – PPC)
Customized Geographic Targeting – only target your potential customers
Powerful Reporting that easily integrates with Google Analytics
Easily adjustable budget
Measure Return on Investment with Conversion Tracking
Successful Google AdWords campaigns can be similarly set up in Bing Ads (Bing & Yahoo)
You can reach your prospective clients at their time of need
Why Lawyers use Savvy Search Marketing for PPC
We have experience in managing PPC accounts for lawyers
Our fees are competitive and we work hard to get you maximum impact for your PPC budget
We are a Google AdWords Premier Partner as well as Bing Ads Accredited Company (Bing/ Yahoo)
We specialize in Pay Per Click (PPC) search marketing
Custom and personal service – we do not outsource
Our PPC Services come with a 100% Satisfaction Guarantee
No long-term contracts. Our management is on a monthly basis