Law firms are finding that generating new clients from PPC (pay-per-click) leads is a quick and effective method. The ongoing success in digital marketing for law firms is now evidenced in the legal industry. This movement has been strong, especially in the last 10 years.
Online advertising can be very competitive and carry significant costs. Law firms have to find a way to stand out from the online crowd. A digital marketing campaign can be successful if carried out with a strong PPC strategy.
To get the most on the advertising investment, there are specific strategies to gain new clients quickly from a PPC campaign.
To get quick results from law firm PPC advertising, you must keep in mind the following points:
1. PPC Is Not Affected by Organic SEO
PPC ads do not affect organic search rankings. SEO rankings can be improved by using the same strategies used for PPC ads. For instance, you can view keywords that are frequently used by your targeted clients. Generating new cases quickly is the goal of using this method.
2. Set Geo-Targeting Correctly
It is amazing how many law firms target the incorrect region. It is commonly done. This is a huge mistake that can mean lost advertising dollars and time. Setting the correct geographic region has to include the radius of the precise location being targeted. This will result in more new cases generated quicker in your target area.
When dealing with multiple regions at once, an individual landing page for each location is recommended. Customizing the PPC ads with geo-targeting will generate relevant results faster.
3. Each PPC Ad Needs a Unique Landing Page.
It is wise to create a customized landing page for each PPC ad. If the site is created with relevant SEO content, it will increase its effectiveness. You don’t want potential clients falling through the cracks because the PPC ad links them to the law firm’s homepage and then there’s nothing there of relevance or interest.
For example, if a client searches for a divorce lawyer, the landing page should show text full of relevant SEO keywords that will help create more traffic. Practicing this type of continuity with PPC ads generates more interest from potential clients in a quicker manner. They will allow your site to immediately see more traffic relevant to their targeted topic. This strategy quickly generates relevant, quality leads.
4. Measure Results by Conversion Rates
A simple way to monitor the conversion rate of each ad is to monitor your PPC campaign closely. It is important to see how many potential clients view the ad and get converted into quality leads. The total number of people that see the ad is irrelevant; what is key is the number of people who seek more information and become clients.
Another component of having a quick and successful PPC turn-around is putting a “follow-up” system in place. The law firm should follow up with each lead within three days. Finding people while they are warm and have questions is the best time to move them further along the sales funnel with your firm.
A successful PPC strategy must have solid protocols in place. Consistency can be aided by using automated tools that help companies keep on top of all the tasks necessary for digital marketing efforts. Each lead must be maximized and captured to add to the pipeline.
PPC Campaigns Generate Cases Quickly
Generating new leads quickly and consistently is key to the success of any law firm. Targeting specific cases and regions ensure more results. Immediate follow-ups with each lead are necessary to prevent losing potential new clients.
Creating a unique landing page will allow prospects to take immediate action as they are linked to the ad’s specific landing page. Automated tools are available to help firms stay consistent with the ongoing tasks necessary for a successful campaign.
The world moves quickly, and so can your PPC advertising campaign if the right strategy is implemented. The digital marketing world is constantly evolving and shapes a bright future for the legal industry.