Legal Marketing: Four step process for a successful law firm pay-per-click (PPC) campaign

May 16, 2013

law firm marketingPaid search advertising, or pay-per-click (PPC), can help your firm target a specific audience or quickly boost visibility in a unique niche.

PPC involves bidding, buying and creating ads that match specific keywords or phrases. When Web users search for a word or phrase you’ve purchased, your ad appears in a special section adjacent to the search results. You only pay if someone clicks on it.

What factors make the difference between a successful PPC campaign and a flop?

#1: The right provider

Numerous search engines and social media networks offer PPC. Each has its own merits, but Google offers an unmatched audience and options such as the ability to quickly revise your ad.

#2: The bidding process

You have to identify keywords and bid against firms looking to use the same ones. High bids don’t always win. Google, for example, weighs a bid against the firm’s relevance to clients. The highest and most relevant bidders get prime positions.

#3: The right ad copy

The key: Concisely convey how your firm will solve a prospect’s problem(s) — and why they should click on your ad.

#4: Post-click actions

Web searchers usually conduct specific searches, so don’t send them to your home page. A better alternative: a landing page that highlights specific practice-area expertise.

Bottom line: Consider working with a PPC specialist. What to look for: Official certification from a search engine (e.g., Google AdWords Certified Partner), which indicates you’re dealing with a legitimate PPC expert.

Learn more about using PPC for legal marketing, as well as explore other marketing resources for your law firm in FindLaw’s lawyer marketing articles.