PPC for law firms is a digital marketing strategy that allows law firms to bid on specific keywords related to their services. When a search engine user searches for those specific keywords, the law firm’s ad may appear at the top of the search results or in a visible area. If the user clicks on the ad, the law firm pays a fee to the search engine (Google, Bing, youtube, etc.). This allows law firms to target potential clients who are actively searching for their services.
Pay-per-click (PPC) marketing can be a game-changer for law firms looking to expand their online presence and generate leads. But how does PPC work in a law firm context? Are there things to worry about like fraudulent clicks on your ads? In this guide, we’ll explore what PPC is, how much law firms typically spend on it, and some tips for optimizing your paid campaigns.
In this comprehensive guide, we’ll delve into the world of PPC for law firms, discuss the costs involved, and provide essential tips for creating successful PPC strategies.
If you are looking for a quick summary of the content below watch our video on Mastering Pay-Per-Click Advertising for Firms:
How much do law firms spend on PPC?
Let’s talk about the most frequent question Lawyers make, how much? The cost of PPC advertising for law firms can vary depending on factors such as the competitiveness of the keywords, the location of the law firm, and the practice area of the law firm. However, In our experience law firms in the US spend an average of $3,000 to $5,000 per month on PPC advertising(all platforms). Nevertheless, some law firms may spend significantly more or less than this depending on their specific circumstances. We recommend a budget of no less than 4,000 for lawyers.
Average CPC
What is the average CPC for law firms? The average cost per click (CPC) for a law firm depends on two factors: practice area and competition. Personal injury and car accident keywords tend to cost around $150 to $300 per click. A higher cost is often seen in highly populated cities, where there are more competitors bidding for the same type of keywords. Other practice areas have similar CPC, Workers comp could cost around $100 to $200 per click, DUI could cost around $80 to $160 per click, and Disability law could cost way less than $100. That is not to say there are cheaper keywords to target, but we are talking about one of the most competitive niches in Digital Marketing, PPC for Attorneys.
Check out this case study, where Consultwebs dramatically improved our law firm client’s PPC numbers, when we began managing a campaign they were running through Google.
Law Firms Should Keep the Focus on ROI
To help protect your firm against wasting money on marketing efforts that aren’t paying off, it is beneficial to consider doing the following:
- Share Case Data. Sharing case data with your vendor will provide the necessary information to determine if the leads generated by the campaigns are of good quality. It will also assist in the decision-making process of whether to continue with the same strategy or make changes.
- Request or Compile Better Data. Don’t solely rely on clicks, visits, impressions, and click-through rates. Look at leads, cost per case, cases signed for each traffic source, and of course return on investment (ROI).
- Watch Carefully When Using Cost-Per-Impression (CPI or CPM) Campaigns. CPM buying using programmatic or interest-based targeting methods across networks can be particularly suspect and may not be very effective. Watch your results closely and track as much data as you can. With Pay-Per-Click advertising, like with Google Ads, you only pay when an ad is actually clicked. Although you may still get fraudulent clicks, Google has a decent filter to protect against this and minimize damage.
- Ask Questions. When dealing directly with ad networks, ask for information on how they are combating bot activity and fraudulent behavior. If you are given vague answers or someone disparages such questions, that is a red flag.
- Focus Your Campaign. If you focus your campaign so that ads only show in your geographic area of interest, it will provide better results for your campaign and will avoid spam or suspicious traffic coming from other countries.
PPC for Brand Growth vs Sales Activation
As a segment of a multi-channel approach to marketing for law firms, digital advertising, which includes pay-per-click (PPC), is a fantastic way to both build your brand online and activate sales. Since PPC is traditionally thought of as a solely direct-response vehicle, we wanted to explore the different uses for PPC and how it can be used to enable brand growth and how that impacts sales activation, the two main pillars of Legal marketing Guide.
PPC for Lawyers – Familiar Platforms and Use Cases
Google, Bing, their extended companies (like YouTube and Yahoo) and most search engines have digital advertising platforms, and this is the most common form of pay-per-click advertising. Marketers set up PPC campaigns by writing ad copy, selecting the keywords and phrases they would like the ads to be shown in relation to, and choosing a suitable landing page, aligned with the strategy. Unlike CPM advertising (cost-per-1,000 impressions) you only pay the network when your ad is clicked on.
Most people are familiar with the four ads above locations and search engine results on Google:
You can also show up in the local section:
Typically, the keywords targeted in a law firm Adwords campaign will be high-intent, service-related keywords such as “car accident lawyer” or “attorney for car accident injuries.”
This is the standard-use case really ─ and while not very imaginative, it is effective. If you think of the different stages users go through when making a buying decision, it can be illustrated like this:
These high-intent keywords are the ones we see used toward the middle or bottom of the funnel, in the “consideration” and “conversion” stages. This is also what makes them so competitive and expensive ─ people call them “buying keywords” for a reason ─ these are the search queries used when making a decision regarding a purchase. This is 100 percent sales activation.
So, what about the top of the funnel? Awareness. What’s happening there and how does it relate to PPC? Can PPC be used to create brand awareness ─ and perhaps give us the edge with regards to recognition at the time of purchase? It can, but in order to start reinforcing that brand and getting that crucial brand recognition effect, we should make sure “brand” is clearly defined.
Buy Your Brand
We’ve written extensively about law firm branding and why it’s so much more than a keyword, a font, or some colors. Your brand is an important asset to develop not only to help focus content and keywords, but to guide your marketing strategy. To summarize:
Your brand is what your clients think about your law firm, what’s in their heads, how they experience your service, and then how you encapsulate this experience into your brand.
With a concrete vision of your brand, and the law firm marketing strategy it informs, the tactics required to defend and promote your brand online most successfully will be clear.
Why Should I Spend PPC Budget on Brand Awareness?
We’re going to get into specific examples and scenarios a little later in this article, but let’s think big-picture strategy first. Take a look at this graph:
In particular, note the middle portion, where the Sales Activation and Brand Building lines intersect at several points. These points are where your brand messaging will help your sales, which then helps reinforce your brand. Trust and recognition are key points that can give your sales a big lift, and the messaging that brings those points home should come from how you are telling the story of your brand.
With the above graph in mind, let’s take a look at some of the different tactics, tricks, and tips for brand awareness using PPC.
Buying Your Brand Name
Most people hate this, and do it grudgingly as a sort of “blocker” move to prevent other firms from buying their firm’s name and then running ads to it. Here’s an example:
Notice ─ none of these firms are Glen Lerner, and the really sneaky ones have generic URLs ─ “winnininjurylawyersil” could be anyone, including Glen. It’s deliberately vague. However, it’s important to note that the branded term that I searched for is not represented in the ad results, and say what you will about Mr. Lerner, he is great at advertising. He knows how to brand himself and his business, so he must have a reason for not buying his branded terms in Google Ads ─ or else the campaign exhausted its daily budget by the time I Googled him.
In our experience, it’s not a bad idea to pick up the keywords for your law firm name. This ensures you are at the top of the search engine results pages (SERPS) ─ always good for those lazy click mobile phone searches ─ and you add to the number of times you appear on the page, which has been shown to be beneficial.
According to Searchengineland, running paid ad campaigns that 1) offer precise messages and 2) are located next to your organic listings on Google can increase overall click-through-rate (CTR) and lead to a higher return on your investment.
Got a Slogan or Catchphrase? BUY IT!
“One call, that’s all.”
“In a wreck? Get a check.”
“Personal service, effective results.”
Any of those sound familiar? Pretty common taglines ─ some have been turned into jingles on TV commercials ─ but do this: Google them.
Not a lot of ads are there. Maybe none ─ at least in the examples I checked. This is a low-cost, high-reward opportunity. You take the top of the SERPS, you get to use ad copy to define what message is associated with the phrase ─ and bonus, if it’s yours, you’ll probably get a couple spots on the page, which is a good thing.
Side note: You can buy whatever phrase you want here ─ even if it’s not yours ─ but depending upon state bar rules, this may or may not be ethical, so tread lightly here.
Beyond that, just … use your imagination.
Word Association
This isn’t quite as easy for lawyers, but let’s step back for a minute and look at some cars as a good illustration of this technique. Most car makers have worked very diligently on their one-word “identity”:
Ford = tough
Volvo = safe
Subaru = reliable
This is a little more “blue sky,” but one tactic the big advertisers with a strong word association employ is buying that word and running branded ads. You need to be very intentional and mindful here because a LOT of money could get blown if this is set up even a little bit wrong. However, it’s an intriguing concept.
Trends
This is an old trick, but worth checking out ─ if you want a bunch of traffic quick, use Google Trends to find trending search terms/queries, then buy them. HOWEVER, you better be careful with this because there is a lot of potential for negative feedback.
The key to it is to make a catchy/relevant ad ─ you will need to somehow tie the trending search into your brand message ─ and then lead them to a page that further reinforces this while at the same time giving your brand a lift. You really need to be on-the-spot with these, and I believe someone may have set up a Google Ads script to incorporate Trends data, but it can be quite effective ─ check out what Converse did (and this is about 7 years old!):
Brand Reinforcement Is Good for Your Digital Marketing Bottom Line
This article from Moz should be the final word on why grabbing that branded traffic is good, as well as a caution to what can happen if you don’t. Additionally, it is a great way to take more space on the SERPs, stay top of mind on display, and create associations in potential clients’ minds while they are in those “top of the funnel” stages of their search for legal representation. A well-built digital marketing strategy for lawyers will hit on a variety of channels, and they will reinforce and fill in the gaps for each other:
“A strong search marketing strategy has always involved organic, paid search, and PLA (Product Listing Ads) combined. Sites optimizing for all search channels are already well-positioned to capture search traffic regardless of ad changes to the SERPs: if SEO growth slows, then PLA and paid search growth speeds up. As real estate for one channel shrinks, real estate for others grows.”
If you’d like to learn more about PPC services for your law firm, or if you want to get in touch with us and chat, we’re here.
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PPC Advertising Strategies
Moving Away from the SERPS
Once you start to consider the possibilities for creative keyword bidding and branded text ads outside of the more typical direct-response, sales activation-focused methods you may be used to, you’ll see that the only limit for testing some of these brand-building campaigns is your imagination. However, the SERPS aren’t the only place you can use PPC for brand awareness.
At Consultwebs, we specialize in helping law firms explore advertising options beyond just Google ads, including:
Strategic Search Ads
Supplemental organic campaigns can be combined with strategically placed PPC ads and other law firm marketing areas. A niche area, especially when combined with a locale, can provide a cost-effective method to obtain exposure and inquiries
Display Advertising
Everyone who’s online should be familiar with these, depending upon how effective your ad blocker is. Display ads are banner, text, or animated image ads shown on publisher sites in various locations ─ above the fold, below the fold, sidebar, etc.
Display ads generally have a lower click-through-rate, primarily because it’s a different approach than ads in SERPS. Display advertising is disruptive ─ you are interrupting an article the user is reading or the video they are watching, whereas in SERP ads you are appearing when a user is actively looking for something, in the context of results to a query.
Compared to search ads’ average cost-per-click, display ads are usually pennies to the dollar, if even that. The low cost combined with the broad targeting options available means the typical approach many law firms take for establishing brand awareness is: “If people see my ad everywhere, eventually it will stick.” This is why oftentimes branded display campaigns will be more focused on views and impressions instead of clicks.
As long as you use category exclusions to eliminate some of the more questionable/sketch areas of the display network (ie porn and gambling) and you have the budget for it, this isn’t necessarily a bad approach, particularly on a local level.
Similar to the more imaginative search ad targeting methods, you have a lot of options on display ─ in fact, many more. Audience, interests, in-market segments ─ there’s a lot of room for experimentation here. So if you have identified a particular market segment to target ─ say, 34- to 45-year-old men who like NASCAR and hockey ─ you can do it.
One point to make with this ─ and it is a word of caution. Brand association is a real thing, and it should not be far from your mind when building audiences or implementing different targeting methods. Your ad will be shown on a website, therefore it is building a connection with that site in the users’ mind. Do you want your law firm to be associated with funny cat memes or pirating software? No? Then pay attention to your placements and keep that stuff out.
Local Service Ads (LSAs)
LSAs are the new “middleman” between law firms and clients, pre-vetting and verifying firms for users. These ads lead directly to a “click-to-call” functionality, and rather than paying per click, it’s a pay-per-lead model. LSAs are located at the top of search result pages (SERPs), leveling the playing field between large and small law firms.
Programmatic Advertising
Programmatic advertising uses automation to target users based on demographics, interests, and behaviors and optimizes using ongoing data analysis. This can be very effective if you want to target a group of people based on age, location, income, or other factors.
Geo-Fencing
Geo-fencing is a strategy of targeting people by defining a specific location or area and using GPS technology to trigger ads when a user enters your “fenced” area. This technology is primarily focused on delivering ads to tablets and mobile devices and has a lot of potential if done correctly.
Paid Content Marketing
Paid content marketing involves getting users to read your content by putting a paid link after a related article. This is another way to engage an audience that has an interest in topics that you cover on your blog or in your business itself.
Retargeting/Remarketing
Retargeting, also called “remarketing,” uses cookies to track website visitors and show them ads after they leave the site. For example, a person who searched for a deal on a cruise, visited Travelocity.com, but left without purchasing may be shown an ad with an offer for a certain percentage off if they book now. At its best, remarketing is used as a means to re-engage users who left a website or landing page without taking the desired action. If you want an example of this, go to Amazon, put a few items in your cart, and leave without checking out.
The cool thing about remarketing is that you can make all kinds of audiences based on user behavior ─ pages they visited, pages they didn’t visit, returning visitors, etc. So, for a brand reinforcement in this scenario, you may want to try a more direct sales message for the first 48 to 72 hours after they leave your site, but after that, go for a more general branded ad. This will give you visibility and keep your firm top of mind in those cases where a potential client is stuck in the research phase of their search for legal help. Please note: These timeframes are arbitrary. Your best bet is to look at your new vs. returning data in Google Analytics to
Social Media Ads
Facebook and Instagram are now the most visited websites on the Web and receive more monthly traffic than even Google.com. Your pay-per-click consultant can advise you on how to leverage Facebook and other websites to gain relevant visibility for your firm. Facebook allows you to target ads based on demographics such as age, sex, marital status, geographic location, and any likes or jobs that the person has entered.
Video Ads
Adding videos to your website and online marketing campaign can bring your firm more visibility, and higher levels of engagement, and add value to your audience. High-quality legal video content not only builds trust and engagement but can create ranking opportunities to boost your firm’s presence in search results. A well-run video advertising campaign can get your brand and firm in front of a mass-media-sized audience of potential clients, for a fraction of a typical mass-media budget.
The Top 9 PPC Questions Lawyers Need to Know
1. What is PPC and why should law firms advertise with pay-per-click ads?
Pay-per-click advertising or search ads consist of bidding for visible positions (usually above the fold, where it’s most visible) in search engines like Google and social channels like Facebook and Instagram. Although we’ve previously mentioned some general PPC benefits, the technical benefits include:
2. Do people really click on online PPC ads?
100% – When done right, it can help you generate more visitors and ultimately impacts your bottom line. Highly-converting campaigns follow some of these best practices:
- Proper keyword selection: Overall, your keywords need to be linked to your firm’s offer and what your prospects are searching for.
- Excellent copy: In PPC, more often than not, the space to create impact is limited, but it’s possible to adapt. If you want quick tips feel free to check out our LAWsome podcast with the best “Legal Writing Tips to Communicate Clearly & Effectively.”
- Highly engaging landing pages: Your landing pages should align with your user’s search intent.
- Strong bidding strategy: In paid campaigns, you’ll need to bid on specific keywords to rank on search engines. To avoid falling into the slippery slope that is exhausting your budget, you (or your vendors) must know which keywords are worth investing in.
3. What are PPC keywords? And why are PPC keywords for lawyers so expensive?
Keywords are the foundation behind all your campaign efforts. The best of the best PPC campaigns have a solid understanding of what keywords should be targeted and how to use them effectively!
However, not all keywords are worth the same. According to Hubspot, one of the most expensive industries is the legal profession. The cost is high for many reasons, primarily because there’s increased competition and legal services are a high ticket purchase.
Check out some of the numbers below: 
4. “What third-party tools can I use for keyword discovery?”
If you’d like to take a more hands-on approach and dive into the world of keyword discovery, here are some platforms that’ll help:
5. “Where can I advertise my law firm’s PPC ads?”
Deciding where you want to place your best bet is essential. Here are some of the top channels where you can run your campaigns:
- Google Ads: The most prominent player in the game. Statista found that Google continues to dominate the search engine market with an outstanding 92.47% of the market share.
- Facebook Ads: Offers incredible targeting potential. Your targeting options here are even more specific, from interests to demographics, location, etc.
- Instagram Ads: Your Facebook ads can be interlinked to your Instagram ads. However, the visual nature of Instagram allows more room for creative photos and videos.
- LinkedIn Ads: The social network for professionals is continuously growing and offers a space for direct mail campaigns, text ads, sponsored posts, etc.
6. “What factors determine my PPC costs/ budget?”
It depends upon many factors, including:
- Your keyword bidding: What’s a reasonable cost-per-click? The answer will vary from firm to firm; however, if you’re working with legal PPC experts, they can give you a more accurate projection based on your firm’s wants and needs.
- Competitors: The ever-changing presence of competitors and their need to stay competitive affects the keyword bidding strategy, ad positions, and CPC.
- Quality score: Are you investing in Google Ads campaigns or planning to invest? If that’s the case, their quality score plays a significant role in your keyword price. Take a look at the 3 components influencing your CPC:
7. “How do I define campaign success?”
Your definition of PPC success should directly tie back to your initial goals. Are you investing in paid efforts to get more leads? Gain traffic? Build on brand awareness? Create an impact on the bottom line?
Most, if not all, firms investing in paid campaigns want to see an impact on their ROI. The firms working with Consultwebs see this level of impact from PPC. For example, this firm managed to reduce its cost per lead by more than half, while increasing their leads intake by 43, as compared to the previous year!
Need to see the proof in the pudding? Find out how PPC increased the firm’s bottom line ROI here.
8. “How often should I check my PPC campaigns?”
This will depend on how hands-on or hands-off you want to be. It’ll also depend on who manages your accounts- is it a contractor or an agency?
If you’re opting for a DIY approach, it’s best to leave some extra time during the day to check on your campaigns. As a whole, PPC efforts require constant tweaks, updates, and optimizations.
You can run a monthly check-up if you’re opting for a contractor or an agency and want to be less involved but still “stay in the loop” of things. Feel free to voice out how often and when you’d like to meet and discuss your campaign’s progress. If a campaign is new, try to give it some time. Approximately 30-60 days. This way, the advertisers in charge can present a more comprehensive dataset.
9. “If I’m looking for a legal marketing agency, what kind of expertise should I look for?”
There are many factors to consider when hiring an agency; however, when we focus on expertise, a strong indicator of this is checking to see if they’ve got a partnership with Google.
Consultwebs has been recognized for excellent performance with Google and has earned the status of Google Premier Partner. All in all, this ensures all campaigns are optimized with the best of the best practices. Ultimately, this leads to money-making, profitable campaigns.
Already looking at different vendor options? This resource may be helpful in your decision-making process.
Key Updates in PPC Advertising for Law Firms
“Discover the recent changes in the Google 2021 – 2022 pay-per-click landscape and learn how the updates impact your law firm’s advertising campaigns.”
Did you know that statistics show that 76% of people who search for something near their location on a smartphone will visit a business within one day? Imagine the number of opportunities your firm could open up just by being where people are searching. Being in the right place at the right time is the key to your firm’s growth. Digital advertising efforts like pay-per-click, PPC, make this possible.
PPC is a prominent form of digital advertising that uses a bidding system to place your ads in visible positions (usually above the fold, where it’s most visible). It responds to users’ relevant searches and queries, using search engines like Google and social media platforms like Facebook, Instagram, and Tik Tok.
There are countless benefits PPC can bring to your firm’s bottom-line results. Still, perhaps the most important one is that it places you in the best position to take advantage of profitable advertising opportunities. The other benefits are:
- Immediate results
- Personalized campaigns that fit your firm’s needs
- Highly-targeted reach within your firm’s jurisdiction
- Increased exposure and brand awareness
- Quantity and quality leads
- Trackable and measurable results
While your digital ads can be displayed in numerous channels, the focus here is on Google PPC advertising. Besides being the biggest search engine in the market, Google ads’ economic impact has proven to be significant! Take a look at the estimates:
With this in mind, stay with us to discover what’s new in Google’s PPC and learn how to make the best-informed decisions regarding your paid campaigns.
In Layman’s Terms, How does PPC for Lawyers Work?
Before delving into the most critical PPC updates, let’s quickly cover how PPC for lawyers works.
Pay-per-click involves bidding on keyword phrases that are relevant to your target market. You pay for each “click” that you receive through these advertisements based on your bid. While a variety of components are taken into consideration, there are 2 advertising factors you should be aware of:
- Keyword strategy: In paid advertising, what you say in your ad is vitally important, and this is where keywords come in. Keywords don’t just magically rank; there is a bidding process behind them.
- Therefore, by determining the keyword searches that are most relevant to your firm’s offerings, you can later bid to place your ads in search results related to relevant keywords.
- Ad optimizations: This is the action of making your ads (from copy to design, and placement.) as functional and effective as possible.
Those are 2 constants in all your paid campaigns, but what’s new in paid advertising?
1. More Automation with Google Performance Ads
Google’s performance ads are a new campaign format that allows advertisers to access all their Google ads inventory channels from one campaign. According to Rebeca Guerrero, Digital Marketing Manager at Consultwebs, “[performance ads] are very much a powerful new campaign that is going to simplify a lot of the setup when it comes to campaign creation in PPC.”
This is linked to one of the latest trends tech giants like Google are pushing: simplification and automation. As Rebeca adds, “we can sense that we’re moving towards a more automated landscape as far as ad copy, creation, and campaign creation.”
Firms can leverage plenty of benefits from performance ads, e.g., maximizing conversion, but only if firms are crystal clear about their campaign goals. The other benefits one can expect from performance ads include:
2. Increased Conversions with Responsive Search Ads
Google has focused on expanded text ads (ETAs) and responsive search ads (RSAs) for a very long time. However, starting June 30, 2022, businesses will no longer be able to create or edit ETAs, which means 100% of the focus is shifting to RSAs. This update will completely change the way legal marketing agencies write PPC ads.
By definition, RSAs are responsive search ads that let you create ads that adapt to show more relevant messages to your clients. Again, these recent updates favor Google’s shift towards simplification and automation. In this case, it opens up the number of creatives you can add to your campaigns. Here’s what we mean:
RSAs also drive more conversion as it adapts to your customer’s ever-changing behavior. According to Google, “we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.”
This development raises a critical question, how does Consultwebs, a legal digital agency, deal with the discontinuation of expanded text ads?
According to Rebeca, “One of the steps we have been taking within our client’s campaigns is to create several variations of our top contenders/ top ads to make sure that we have enough inventory for when the change happens.“
3. Better Keyword Matching Capabilities
Remember that everything you say – or don’t say – in your ad is important. Every single word of your ad counts, and this is why keywords play one of the most critical roles in your legal campaigns.
Firms need to ensure that the keywords they’re bidding for match the terms of prospects’ and clients’ searches. Take a look at the different keyword matching options:
Here’s a scenario to help you better understand how keyword matching affects your personal injury marketing and overall intake: If you use the term ‘personal injury lawyer near me‘ and prompt the exact match type, your ads would drive only the people searching for that very specific query.
On the other hand, with a broad match modifier, your ads match with phrases related to ‘personal injury lawyer near me,’ thus matching with different search queries like ‘lawyers near me‘ or less qualified keywords.
The question is, what happens when firms end up getting traffic from non-relevant searches and clicks?
For example, using a broad match keyword like ‘law firm‘ or ‘legal services‘ attracts prospects looking for law firms but are perhaps looking for a different practice area than your firm handles.
This is what Consultwebs does to ensure your keyword bidding strategy matches your prospect’s search query:
To counteract this issue, Rebeca notes, “Now we’re able to create a more limited number of keywords that are going to bring all that traffic regardless. We’re spending our time more on recalibrating our campaigns to make sure we are directing traffic to the most relevant ad groups and ads.”
Stay competitive and drive immediate leads to your firm’s doors.
You can guarantee that will happen when an experienced legal digital marketing agency sets up your digital advertising efforts like PPC.
Additionally, driving traffic, improving your firm’s image, and producing more sales are other benefits you can expect from a robust PPC strategy. To see how it works, or if you have questions specific to paid digital ads for law firms, Facebook, YouTube, and more, we’re ready to answer them, so please don’t hesitate to reach out!
Getting Started with Your Law Firm’s PPC Campaign
To launch a successful PPC campaign for your law firm, follow these steps:
- Set clear goals: Determine what you want to achieve with your PPC campaign, such as increasing leads, boosting brand awareness, or driving website traffic.
- Research and select keywords: Identify relevant keywords that potential clients are likely to use when searching for your services. Consider using long-tail keywords that are less competitive but still target your intended audience.
- Create compelling ad copy: Write engaging and informative ad copy that clearly communicates your firm’s value proposition and entices users to click on your ads.
- Design effective landing pages: Develop landing pages that are visually appealing, informative, and relevant to your ads. Ensure a smooth user experience by making it easy for visitors to find the information they need and take the desired action.
- Monitor and optimize your campaign: Regularly review your campaign’s performance and make necessary adjustments to improve its effectiveness. This may include refining your keyword strategy, tweaking ad copy, or adjusting bids.
- Track your results: Use analytics tools to measure your campaign’s success by monitoring key metrics such as clicks, impressions, click-through rates, conversion rates, and return on investment (ROI).
Did you know that, on average, PPC has a 200% ROI? And this is just the tip of the iceberg. While SEO efforts focus on your firm’s long-term success, PPC can immediately propel your firm forward. It’s believed that it helps generate twice the number of visitors compared to SEO. However, is one better than the other?
The reality is that both are needed to stay competitive in today’s environment. A more straightforward way to see it is through the analogy of fitness.
- SEO means you are working out every day, and while you won’t see the immediate change on a day-to-day basis, you’ll be able to notice significant changes in the long run. On the other hand, PPC is like paying for a private trainer and taking steroids. With that, you’ll notice an increase in muscle mass and decreased fat within a few short weeks!
When done right, you can expect many benefits, including:
- Producing leads quickly.
- Testing and controlling your advertisements in the easiest way.
- Reaching the audiences that need you and vice versa.
- Helping your SEO efforts and thus, boosting your organic rankings.
- Providing intelligent insights into your audience’s behavior, wants, and needs.