You may have heard of pay-per-click ads, or PPC ads, and how they can be a great way to reach potential clients that are searching of exactly the kinds of services your firm provides.
However, you need to think very carefully about the experiences a potential client has online, and PPC ads can either make or break that experience.
After a potential client clicks on a PPC ad, you want them to be led seamlessly down a path that they want, and expected, to go. This is where you turn them from a potential client to a client.
So, how do you do that?
Here are some top tips for perfecting your PPC ad campaign:
Tip #1: Keep the conversion path clear.
When your ad catches someone’s eye, your potential client will follow you to your landing page. On the landing page of your website, be sure you tell them a compelling story, but also be sure they have a direct way to contact you. They are not going to dig endlessly for answers or help online.
Make a phone number and/or contact form clear, prominent, and easy to use. Don’t let your contact information get lost on the page.
Tip #2: Ensure your website is optimized for mobile.
Internet searches using mobile devices are on the rise. If your website isn’t optimized for mobile, you are losing out.
At the very least, your website needs to be mobile-friendly. Not optimized for mobile? Your potential client just left your landing page because it didn’t scale to their device and they couldn’t access your information.
Tip #3: Empathize, then optimize.
The one thing that PPC ads have in common with other types of marketing is that they engage your clients by speaking to their problems, needs, and pain points. You can ensure this happens through the photos and copy you use.
Put yourself in their shoes and identify yourself as the solution they are seeking. If you have any pages on your website that are not converting, revise the copy so that it isn’t as confusing or overwhelming.
Tip #4: Use cohesive design and writing.
The copy for your paid search ad must match the copy that is on your paid search landing page, so check the wording carefully.
Make sure your visual themes and photography matches across all forms of marketing. Does your firm showcase a consistent brand? If not, work on that. It’s all about consistency.
Potential clients need to be able to easily recognize that you are the same lawyer even if they see your brand somewhere else.
Tip #5: Link to Google Maps using Google My Business.
Google Maps is a great, free way to promote your firm.
You can increase your chance of appearing in the top search results by using the Google My Business platform to link to Google Maps. Review your location settings in Google to make sure you are taking advantage of this.
Tip #6: Solve a need near you.
Many people are now searching for specific services using the terms “near me” or they name a particular location. Be sure that you are optimized for your specific location.
One way to do this is to take advantage of targeting a radius area with Google AdWords. For local law firms, consider bidding on keywords that include geographic indicators such as cities, neighborhoods, and even zip codes. This way people that are near you, can find you.
Tip #7: Get social.
A huge portion of online users are on social media. Consider building a strategy that combines social media ads, paid search ads, and SEO techniques. That mix will likely produce the best results.
You can also beef up your social media presence. Consider promoting your firm’s high-profile legal wins, community involvement, staff accomplishments and more.
Your PPC ad can either make it (or break it) for your viewers.
Make sure all the different angles have been covered and don’t put all your eggs in one basket.