The legal industry is competitive. Not just for lawyers, but for legal marketing. “Lawyer” is one of the most expensive AdWords in PPC (pay-per-click) marketing, with the average cost per click coming in at $6.46. The cost per action is even higher.
That’s why having a smart strategy for your law firm PPC is important.
But what are the benefits of PPC for your law firm in the first place?
- Target marketing means strategic use of marketing dollars
- Generate quick results so you can start bringing business through the doors
- PPC can be customized to meet your needs, no matter what they are
That’s where 9Sail shines. We understand both our industry and yours.
Our clients come from law firms across all practice areas, from family law to entertainment law to personal injury. No matter what services you offer your clients, we can help you grow your practice by delivering high-quality leads from day one.
The Basics of PPC
Paid search marketing (PPC) is a form of online advertising where advertisers pay for every click or impression their ads receive from the search engines. Advertisers place paid ads on the search engine’s results pages in response to users’ queries, and these are typically labeled as sponsored links, sponsored links with thumbnail images or text ads.
If you’re looking to achieve faster results, investing in PPC marketing for your law firm alongside search engine optimization (SEO) is an effective way to generate high-quality inbound leads. PPC is a paid form of search engine marketing, unlike SEO, and you can use this type of marketing to start getting more leads quickly after your paid ad campaign is launched. When you use SEO keyword research as a foundation for the keywords you bid on in a paid setting, you can expect quicker results and insights that can be complementary to your SEO campaigns.
What Is Unique about PPC for Lawyers?
Paid search marketing is a great way for lawyers to reach their target audience. It’s a very cost-effective marketing strategy and it’s easy to measure the ROI.
Legal professionals are using paid search advertising more and more as a way to reach potential clients. Advertising on Google has become an essential part of any lawyer’s marketing strategy for two reasons: it’s one of the best ways to get your message in front of potential clients, and it’s one of the most cost-effective ways to do so.
We’ve spent years learning and gathering insights regarding what your prospective clients are searching for. Simply put, we know the legal industry. By developing a deep understanding of your practice areas paired with extensive keyword research, we are able to identify opportunities in paid search that drive qualified leads to your website. Whether you specialize in personal injury law, workers compensation or offer a full spectrum of legal services, 9Sail can help grow your practice with PPC from day one.
The Benefits of a PPC Campaign for Your Law Firm
PPC campaigns are not just about generating broad or unspecified traffic. The goal is to generate qualified leads that are likely to convert into paying customers for your law firm. This means that you need to find keywords and phrases that will help you reach your target audience on SERPs the moment they type in a query signaling that they’re ready to onboard the services you offer.
A PPC campaign is a great way to reach new potential clients. It’s also a cost-effective method of advertising, which makes a PPC campaign an attractive option for small law firms on a budget. This type of campaign can be tailored to the business needs and objectives of your law firm, and it can be revised as needed.
If you choose to incorporate PPC as a part of your search marketing strategy with 9Sail, we will set up, manage and optimize each one of your Google Ads campaigns (along with other search engines if needed, like Bing) for you by hand. When setting up your campaign, we begin with extensive research into your practice area and target specific and actionable keywords that will result in higher converting opportunities. We spend a substantial amount of time doing keyword research and targeting keywords so that when they are typed in by a customer, your ads will be seen at the top of search engine result pages. It’ll take the customer to the page you want them to see and in return, can result in a qualified lead for your business.
Elements of a Legal Advertising Strategy
A paid advertising strategy can be made up of different elements, such as keywords, quality score optimization, target audience and budget.
Because the ad budget component is the largest cost driver in this equation, we continuously optimize and make adjustments to lower your cost per acquisition, increase clicks and ultimately save you money while generating opportunities. Our experience in paid search, specifically in the legal industry, allows for faster, more nimble and cost-effective adjustments to be made. Not to mention, if the major shift in a campaign’s focus is geographic, much of the research is already completed.
Understanding the Difference Between SEO and PPC
Although SEO and PPC are two different marketing strategies, they work together to achieve a company’s goals. SEO is the process of optimizing a website to rank higher on search engine results pages for keywords that are relevant to the company’s product or service. The goal of PPC is to get organic traffic from search engines by paying for ads that show up when people search for certain keywords related to the company’s product or service.
SEO and PPC marketing strategies complement each other in achieving a law firm’s business goals – the main difference between SEO and PPC is that SEO provides long-term benefits and requires a longer-term investment, while PPC provides short-term benefits following a shorter-term investment. Together, they can have a huge impact on the digital footprint of your law firm.
Learn More About PPC for Your Law Firm
You don’t have to wait forever for a successful online presence. PPC is a smart use of digital advertising dollars that boosts your visibility and drives traffic quickly while benefiting your organic search rankings.
Ready to launch a successful paid search campaign for your law firm? Contact us at 9Sail to get started today.