Pay-Per-Click Advertising for Lawyers
Are you being outperformed online by less qualified attorneys with better digital marketing partners? Your competition has realized the power of pay-per-click (PPC) advertising, and they’ve discovered these ads get much better results than old-school billboard and radio ads. PPC ads are more targeted and easier to track, and when done correctly, the ads get immediate results. If you’re ready to move past your competition, it’s time to include Google ads in your marketing arsenal.
Pay-per-click advertising for lawyers can be complicated, so let us do the heavy lifting. We specialize in pay-per-click advertising for lawyers, so we can do the work and you can go back to doing what you love — serving clients.
Overcoming the Challenges of Pay-Per-Click Advertising for Lawyers
If you’ve been burned in the past with PPC advertising, it’s because the marketing company you used wasn’t equipped to overcome the specific challenges that lawyers face. We understand how to overcome the various challenges, so our clients get the results they want with these ads. Look at the various challenges and how we manage to deliver results for our clients.
Challenge 1: Is Pay-Per-Click Advertising Expensive?
Many of our clients come to us after using companies that ran high-cost ads with little return. On the surface, this is understandable. Keywords like “lawyer” and “attorney” cost a great deal of money on AdWords.
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Many marketers purchase these expensive keywords without adding a value proposition to the end user. That causes lawyers to spend the money without getting a return. If there is no value, people click on the ad and don’t take any action. That means the firm spends the money without getting a return on investment. Our philosophy when running pay-per-click advertising for lawyers is a little different. We always add a unique value proposition to our ads and make valuable educational resources available to the consumer.
The Solution — The Value Proposition
Instead of running ads that simply say, “Click Here to Call Us,” we use ads to address the specific issues the searchers are going through and then provide free content to help them make a decision. An example of this is “Injured In A Motorcycle Accident? – Download Our Free Motorcycle Injury Guide”. This helps educate the consumer, and provides them with your best pieces of content, such as guides, videos, and e-books, further demonstrating your expertise and establishing your law firm as a thought leader in your space. This reduces the cost per click while increasing the ROI. By educating the consumer, we get them to take action. Another added benefit is that you have a much more educated client when they do contact you, saving you time during your initial consultation.
Challenge 2: What If We Have A Lot of Competition?
Regardless of where your firm is located, you have to deal with a great deal of competition. It’s part of being a lawyer. If your previous marketing firm did not understand how to deal with the competition, you likely had two huge problems to contend with when running an AdWords campaign.
First, competition can make already expensive keywords even more costly. Second, your ads can get lost in a sea of other ads when the competition is fierce. This makes it difficult for you to get a large piece of the market share.
Fortunately, our team can overcome the competition to ensure your ads are affordable and visible.
The First Solution — Limiting Our Clients
Many of our competitors will work with any and every law firm that reaches out to them. This causes an oversaturation of the market. That’s why it’s so hard to break out with a PPC campaign.
We do things differently. We limit the clients we work within each geographic region to prevent oversaturating the market. That means when you use our company, you won’t be competing against our other clients. We won’t put your firm head to head with your direct competitors. We want you to succeed, so we will focus on your firm in that geographical region. That helps you stand out in the market.
The Second Solution — Differentiating Our Clients
While we limit our clients, we understand that you will still have competition out there. That’s why we take the time to differentiate our clients from the competition. We dig deep into your firm to find out what makes you better than the competition, and then we highlight that in the ads. We also take the time to look at your competitor’s ads, so we can craft ads with more compelling language. We create ads with a sense of urgency that is more powerful than the ads your competitors use. This includes the language in the call to action and ad extensions. We use every piece of advertising real estate to get results.
The Third Solution — Utilizing the Display Network
Firms that use Google ads often stick to the search network. The search network is incredibly powerful and should be a part of your marketing efforts, but don’t stop there. We help our clients stand out among the competition by also utilizing the display network. Only a handful of firms use the display network, and that is a shame. The cost per click is lower, and it’s a great option for brand recognition. The display network is also an excellent way to run a retargeting campaign to reach those who have already visited your website. With our help, you can run a campaign on both the search and display networks to increase your ROI.
Challenge 3: How Do We Identify Qualified Leads?
We understand that different types of law firms handle specific types of cases. While many marketing companies cast a wide net when looking for clients, we optimize our ad campaigns to target the specific demographic you are looking for. We’ve seen other agencies run Google ad campaigns targeting a wide variety of injuries, even though the firm only handles catastrophic injuries. If the law firm only handles cases where the return is at least a million dollars, but the PPC campaign generates traffic from people who have minor injuries that will only net a few thousand dollars, that makes the campaign a waste of money.
The Solution — Know the Audience
Our marketing company takes time to know the audience and match it to pieces of valuable content. We can run multiple ad groups within a campaign, with each one reaching the desired target. The result is a campaign that coverts. We do not cast a wide net. Instead, we work to ensure that each click is from a targeted prospect. We want to covert everyone, and our conversions are higher than many of our competitors by reaching the preferred target audience with each ad we run.
Veritas Law Firm Marketing has years of experience overcoming the challenges lawyers face when running PPC ads, but that is just part of what we offer. We don’t just put out fires. We offer a robust service for our clients, including detailed tracking.
How Do You Measure Your Results?
When running pay-per-click advertising for lawyers, we track everything from clicks, conversions, live chats, contact form submissions, and phone calls. We need to know what is working and what isn’t, so tracking is essential.
While some marketing agencies leave clients in the dark about what the analytics say, we are 100 percent transparent. Our clients have access to our analytics portal 24 hours a day, 7 days a week. When you sign up with us, we walk you through our user-friendly portal and explain exactly how it works. We encourage our clients to access the portal to see how their ads are helping their law firm get more clients. You can easily see the effectiveness of the program by logging into the portal.
Get Immediate Results with a Pay-Per-Click Advertising for Lawyers
It takes time to move up in the organic search results. However, you can get immediate results with a PPC campaign. If you’re interested in getting more clients and improving your ROI, contact us today. We know how to overcome the challenges that lawyers face when running PPC campaigns, and we get results. Schedule a free consultation with our dedicated law firm marketing consultants to learn more about pay-per-click advertising for lawyers.