Pay-Per-Click (PPC) advertising may seem basic, but it can be a very effective tool for law firms to promote their services online. There are several advantages in using PPC.
Promoting Areas of Focus
Some people with a modest knowledge of how law firms can be marketed state that certain areas of practice are highly appropriate for PPC marketing campaigns due to the high number of prospects. These areas include criminal defence, drunk-driving, and family law.
A PPC ad campaign will require you to identify the keywords most relevant to your practice’s area(s) of focus then bid for those keywords. A number of PPC specialists stress that identifying the keywords of high relevance to your practice is critical to avoid wasting your PPC budget when bidding time comes.
Google’s AdWords policies mandate strict character limits, so be sure to publish copy that is straight to the point. Current regulations state that the headline must be no more than 25 characters while the ad copy should be spread out over two lines at no more than 35 characters each. Another 35 characters are allocated for the website’s display URL, which may be shortened if the actual URL is longer. Meanwhile, the write-up must ideally not contain any call to action directed at the display URL, as space comes at a premium.
Given the competitive nature of the legal profession, every law firm should maximize its marketing dollars. PPC advertising is a great way to turn prospects into clients.