Family lawyers throughout the world are searching for new ways to market their firms and get their name out there all the time. Pay per click (PPC) advertising gives you the chance to do just this – when it’s used right. While Google AdWords is one of the best known and most reputable PPC advertising providers in the world, it is also the most expensive.
Exploring other options can lead to much smaller PPC costs, and therefore can lead to a better return on investment – when your campaigns are run right. In my opinion, some form of PPC advertising can be a good idea for your law firm. Here are a few reasons why:
PPC Marketing Allows You To Target Customers
While social media marketing (SMM) may be a lot more cost effective than PPC advertising, you might find it hard to target the right people with it. However, PPC campaigns can be highly targeted to make sure that your ad is being shown to only the most relevant people.
It works like this:
- First, ad providers track the actions of internet users. This includes search queries, web pages visited, and a host of other things.
- Next, they show only the most relevant ads to these people. The ads shown on a specific web page will vary according to a person’s internet history.
- Lastly, the person should (in theory) only click on your ad if they are interested in it, which should reduce the amount of money you spend on irrelevant advertising.
It’s important to realise that you don’t have to pay a cent until someone actually clicks on your ad – unlike social media marketing, which requires you to pay for impressions, rather than clicks.
You Can Adjust Your PPC Campaigns Instantly
If you’re finding that your campaign isn’t performing like you want it to, you can usually adjust your ads instantly. One of the best things to do when you’re starting out is to run a few different ads so that you can compare results. This will allow you to determine the best format for maximising your conversions.
PPC Is About More Than Just AdWords
I know we’ve already touched on this, but you have to realise that PPC advertising is about so much more than just Google AdWords. You know when you go to a website and see banner or sidebar ads? In most cases, these are PPC ads. While not all PPC advertising providers will give you the same results as AdWords, most of them are a lot cheaper, which is a major consideration when it comes to law firm advertising.
Although Google AdWords can be expensive for law firms, other forms of PPC advertising can generate significant results. Do some research when choosing a platform to base your ads on, and make sure that you write attractive, engaging ads that are highly targeted and relevant to your firm. Consider employing a PPC expert if you don’t know where to start.