Ever wish that you could turn on a switch and get more legal clients in one day? If so, Legal PPC may be the solution for you. Pay Search Advertising (PPC) is a great way to make an immediate impact on your online marketing efforts. It is relatively inexpensive and has the potential to reach a large group of searchers in a short period of time. In order to have a truly successful paid search campaign for your law firm, it is important for each ad to have the characteristics listed below.
Convince Users Why They Should Buy
Paid Search Ads need to convince a searcher to click on your ad and buy your product. For lawyers, it is important to show potential clients that your firm is very good at the type of law that is outlined in your ad. This can be done by discussing the number of years that your firm has been in business, the recent awards they have received, and large legal wins. People looking for a medical malpractice lawyer may be enticed to click on your ad if you let them know about your recent $10 million win.
Use Action Words
Action words help users understand that they can fulfill their needs right now. Some strong call to action words include: Pay Less, Call Now, Don’t Miss, Save Now, Win, and many more. If all Paid Search Ads for a given keyword have action words, then it may be best to avoid them. When this occurs, standing out from the rest of the ads will help out more.
Consider the Consumers Journey and Sales Cycle
Choosing a law firm can be a difficult task. To help potential clients choose your firm, it is important to list your legal services on your website. To improve your Paid Search Ad copy, choose keywords that target consumers toward the end of their journey. Consumers that are at the beginning of the sales cycle will be much less likely to convert.
Display Targeted Keywords within Each Ad
Many studies show that ads containing the exact keyword are more likely to result in a conversion. Because of this, it is a good idea to create ads with the targeted keyword included within the first sentence.
Test Multiple Ads to Find the Best Performer
Test once, test twice, and test again! No matter how long you have been doing PPC, you should always test multiple ads to find out which one performs the best. This can be done by writing multiple ads for one keyword. Once your ads have been created, simply test them out, and compare their results.
Now that you have a strong foundation on Legal PPC copywriting, analyze your ads, and find out what will work for you! Still hungry for more marketing help? Be sure to browse through our other sections on how to capture leads, and how to improve your law firm’s website.
Read the articles below for a crash course in law firm PPC. Then check out posts on legal PPC from our Best Legal Marketing Blog for more info.
