Pay-Per-Click for Lawyers
Pay-per-click for lawyers, or PPC, is one of the digital marketing tools available to businesses and organizations seeking to increase their digital presence. With PPC advertising, businesses can create ad campaigns and place bids on keywords or phrases to have a listing show up on a search engine results page (SERP).
Alongside building up authority and presence through a strong search engine optimization (SEO) strategy, effective PPC campaigns allow a business or organization to be listed at the top of a Google results page quickly. By combining these two techniques, a website could bolster their presence and then maintain it.
The Basics of PPC
Because Google retains as much as 92 percent of the search engine market share, many digital marketing experts run PPC advertisements through Google Ads (previously called Google AdWords). In Google Ads, advertisers can create campaigns, set budgets, and place bids on keywords. Whenever a search engine user clicks on a paid business listing, the advertiser is charged.
Although the process of purchasing ads on Google may seem straightforward at first, there are multiple factors that affect how often a law firm advertisement will be shown to search engine users.
Two key factors include a firm’s cost-per-click (CPC) bid and quality score. The CPC bid refers to the highest amount a business is willing to spend to gain a click to their website. A quality score, on the other hand, is a Google metric used to evaluate the quality of an ad. This is determined by several factors, including landing page quality, click-through-rate (CTR), and overall relevance of the query searched.
Maintaining an Effective PPC Campaign
There are many important elements to consider when creating a PPC advertising campaign for lawyers. For example, conducting keyword research can help a Google Ads campaign remain relevant and budget efficient.
Although it may be time-consuming, keyword research allows a digital marketing agency to identify keywords that could be the most cost-effective and feasible to obtain. By creating and maintaining a relevant and expansive keyword list, pay-per-click can increase the efficiency of a Google Ads campaign.
Additionally, there are multiple factors that digital marketing professionals should consider when evaluating the effectiveness of a PPC campaign. These include:
- Reviewing expensive keywords
- Negating non-converting search terms
- Optimizing ads for different devices and locations
- Analyzing changes in CPC and search impression share (SIS)
- Measuring overall cost-per-lead (CPL)
Learn More About Pay-Per-Click Campaigns
If done well, pay-per-click for lawyers can help a business maximize their return on investment by increasing brand awareness, incoming leads, and overall digital presence. When coupled properly with a strong SEO strategy, a website could achieve both immediate and longstanding success.
The experienced and innovative digital marketing team at BluShark Digital understand what factors create an effective PPC campaign. To learn more about how we could help your business, firm, or organization, contact us today for a consultation.