Pay per Click Marketing for Law Firms

Your law firm’s website is top notch, and it’s strong in social media. The firm advertises in the right local or national media markets. That’s what the firm’s done for years, but today’s law firm marketing involves more than that. A robust pay per click campaign brings immediate business to your firm. That’s especially true if the practice includes personal injury or other fields requiring a fast response from those affected.

PPC for Law Firm Marketing

Pay per click involves keyword bidding for those terms appropriate to your law firm’s target market.  For example, if you have a bankruptcy practice in Miami, you would use such keywords as “bankruptcy lawyer Miami.” People in search of online legal help usually look for particular practice areas, so just using phrases like “attorney Miami” or “lawyer Florida” are not worthwhile.

Pay per Click Advantages For Legal Marketing

In traditional advertising, your firm must pay ad costs upfront. With pay per click, your firm pays only when a person clicks on your ad. Those ads target individuals actively seeking legal help in your firm’s expertise area and your region. Pay per click ads have the ability to reach possible clients on a tremendous scale.

Performance Based PPC for Law Firms

While a pay per clicks campaign is somewhat expensive, your firm’s return on investment may be huge. Good pay per click marketing involves geotargeting, which uses keywords narrowing the area to reach new clients. If your firm’s practice is small, the campaign might just target zip codes within 50 miles. A large firm may want to geotarget potential clients statewide or in multiple states.

Change your bids when specific events happen.  For example, if your practice includes representing people charged with DUIs, and local checkpoints are scheduled in your area, increase your DUI bids during that period. Reduce the bids when checkpoints aren’t occurring.

It’s not enough just to have a good pay per click campaign. Once clients visit your website because of pay per click marketing, what they see must make them decide to contact your firm. Your firm’s website must feature information that makes it stand out. Potential clients must feel the attorneys will get the job done for them. It’s crucial that your website includes easily found and easily understood contact forms.

PPC  Ad Placement For Legal Marketing

Don’t limit your pay per click advertising only to Google, although you must have ads on this behemoth search engine. Sites such as Bing and Yahoo don’t have the ad competition found on Google, and your firm’s ad will stand out. Don’t forget social media – Twitter, Facebook and similar strong social media sites are ideal places for your pay per click marketing campaign.

Closely monitor your pay per click ad return on investment. The basic formula is that for every ten clicks, your firm receives contact from a client. If your results for client contact are far off the mean, reevaluate your pay per click game plan or engage in major website changes.

Working with an agency specializing in marketing for law firms for your pay per click advertising is advisable, rather than a company with a variety of commercial clients. Law firm marketing agencies know the correct keywords and ad word, along with the right structure, to successfully market your pay per click campaign. Since the pay per click industry changes rapidly, it’s wise to go with an agency monitoring these frequent shifts.