It is important to understand that attorneys have a number of online advertising options. Not all options are ideal or might even work for your business or your specific situation. You need to understand and determine what will work best for you given your available time and budget. Here are the different forms of paid advertising that could help your law firm grow and thrive.
Pay Per Click (PPC) Ads On Search Engines
This method of advertising is one of my favorites. Unlike social media where you’re interrupting someone with your ad, search ads are being displayed when a person is looking for a law firm like yours. Pay-per-click ads are essentially highlighted or sponsored links that you see at the top of online search results pages. You can think of sites like Google, Bing, and Yahoo! as a few sites that have these paid ads that appear when a user performs a search. In fact, a majority of Google and Bing’s revenue comes from people who click on these ads. All you need to get started is to set up a Google Ads or Bing Adcenter account then pay a set amount of money each time someone clicks on one of your ads.
Depending on the amount of money you are willing to invest, you may be able to get your ad to be more prominent (positions 1, 2 or 3). For example, if you pay more than someone else is willing to, then your ad will show up higher in the results. Ads could cost anywhere between $1 to more than $100 per click, depending on the demand or the extent of competition. Your ranking position on a search engine will depend on a number of factors such as the quality of your ad, the quality of the Web page your link leads to and the cost for your keyword.
Here are a few tips to run a successful PPC campaign:
- Optimize your website. This is something you should do before you begin your PPC campaign. When your prospective clients click on a PPC ad, they do so because what you said in your ad intrigued them and they wanted more information. However, if they link they click on takes them to an unrelated or generic page on your website, then that prospect will most likely bounce. Your landing pages should be consistent with the content of your ad.
- Choose your keywords wisely. Researching your keywords is one of the most important aspects of a PPC campaign. Without good keywords, the search engine will not have a sense of when to display your ads. Picking the right words could be crucial when it comes to getting you the most views, click-throughs, traffic and conversions.
- Create a quality ad. When it comes to your actual ad, you would be well served to keep it brief and succinct because you don’t have much time or space to capture the attention of prospects. You should also have a specific goal in mind and write your ad copy based on that objective. Don’t forget a call to action, which is basically telling the prospect what they need to do next. For law firms, for example, that might mean asking the prospect to call your office by providing a toll-free number.
- Test the efficacy of your ads: Make sure to track your ads and see how they perform. This way, you can make the necessary changes to ensure they are more effective.
Advertising on Social Media
Advertising on social media can be very effective for law firms. Identifying where your potential clients use for online social networks (Facebook, Twitter, Instagram, LinkedIn, etc.) is the critical first step in determining where you choose to advertise. Facebook, for example, allows you to promote posts that can lead potential clients to your Website or firm page.
It could have a bigger reach depending on how much you pay. Social media also allows you to target certain segments of the population. For example, if you wish to target men or women only or if you want to target young adults, you can create an ad that targets the specific demographic you wish to target. On social media, you would be able to target your audience with an ad, a story or a post.
Listing on Directories
There are online review sites such as Avvo.com, which is an online legal directory where clients and peers can review your firm. While this is not an advertising strategy that might work for everyone, there are certainly a few benefits. Advertising on these directories is relatively cheaper. And you can track results to see how many times people visited your profile page. Sometimes, you can also get data about how many leads or calls came from a paid listing. These types of ads are also easy to set up and don’t need constant maintenance. Yelp is another example of this type of advertising.
Paid Advatorial Posts
A paid post is where you would pay a particular website to link to your site or pay for an opportunity to write a blog post on a site. It is important to remember that these types of paid links aren’t always bad. It’s bad only if you are paying for the post or link solely to get search engine rankings. It could work to your advantage if you remain within search engine guidelines. You may wish to pay for links at sites such as online local newspapers, websites of local businesses and any website that members of your target audience might regularly follow.
As with any other type of digital marketing strategy, it is important that you track your results and fine-tune what you are doing to maximize your results. Placing, monitoring and tracking your ads can be a time-consuming process. An experienced legal marketing professional who is skilled at SEO and paid advertising strategies can help you achieve the best possible results and get you the most bang for your buck.