In the extremely competitive digital world, law firms looking to attract new clients will need to promote their practice. And one of the most efficient marketing methods to gain traction is to use paid ads.
Advertising on search engines and social channels can help increase your reach and leverage organic search to help your law firm website get the traffic that it deserves.
However, a significant amount of money can be wasted on ineffective paid ads with the wrong messaging. So, to capitalize on your paid or PPC advertising, here are a few tips that can help you get the most out of your ad units and achieve the best results.
- Opt For A Cross-Platform Advertising
According to the E-tailing group’s 4th annual Consumer Insights Survey, 72% of clients want to interact with businesses and firms on multiple platforms.
This means that if you’re not taking advantage of using paid advertising across several platforms such as Google search, Instagram, Facebook, and more, you are missing out on a significant opportunity to keep your law firm at the forefront of your ideal client’s mind.
That said, if you’re wondering where you should advertise your law firm online, you need to consider your goal.
For instance, if you wish to meet clients’ demand, the search paid ads will allow your law firm to show up when clients are looking for your services or specific practice.
Meanwhile, if you want to create demand for your law firm services, you might want to reach your clients on the platform where they mostly spend their time, like social media.
Now, if you’re looking to reach your clients who have already expressed interest in your law firm, retargeting ads are your best bet.
- Consider The Keywords
The paid advertising model relies heavily on your law firm’s Ad Rank on Google paid ads or Quality Ranking on Facebook ads, which are often determined by several factors, specifically keyword selection.
Your keyword selection can make or break your paid ad campaign as it plays a critical role in whether Google and other platforms decide to show your ad to users searching for a specific topic.
That said, longtail keywords are your best bet. These are keywords that are several words long. Instead of targeting for broad keywords like ‘lawyer’ or ‘law firm,’ you should target ‘personal injury law firm near me’ or ‘divorce attorney in New York.’
This is important since longtail keywords are more likely to match the words searchers use and could also indicate that the user is ready to hire.
- Use Engaging Visuals
As the old saying goes, ‘A picture is worth a thousand words.’ This is especially true in terms of generating and capturing the user’s attention. To boost engagement, your pad ads should look visually appealing and attractive.
You want to get your message across very quickly. Users don’t have the patience to read the detailed and long ad copy. This is why visual content has a greater chance of being noticed. People enjoy visual media, so make sure to incorporate it into your paid ad campaign.
- Optimize Landing Pages
When your paid ad leads to a landing page, the message and style of that page can make or break conversion.
So, make sure that your landing page is properly optimized and well-designed.
In most cases, law firm websites simply use their home page as a landing page. However, it’s best to have a dedicated landing page for your paid ads. You can start by setting a goal and building your landing page to help you achieve a specific goal, for instance, filling a consultation form.
Make sure that the landing page looks good on any screen size and make use of white space. Also, track your landing page’s analytics and always test new elements to improve conversion rate.
- Test Your Ads
A key element of any successful paid ad campaign is the ability to make data-driven strategic decisions. If you are not using proven performance data testing to inform optimizations, there’s a high chance that your campaigns are not running as effectively and efficiently as they should be.
So, make sure to always test first before implementing a paid ad campaign. A/B testing can help test different target keywords and find out which brings the most conversion. You can also test the visual element of your paid ad, includingthe photo or video content, as well as your landing page.
By figuring out what works and what doesn’t, you can create more optimized campaigns and bring a higher Return on Investment (ROI).
Investing in paid advertising campaigns can help your law firm get noticed online. Take note, however, that it is not a get-rich-quick scheme. Give your ads enough time, and make sure to follow the above tips to create an optimized paid advertising campaign that will bring you excellent results and more clients.