The Ultimate Guide to Adwords Marketing for Law Firms
Are you trying to run a successful Adwords for your law firm. Then check out this guide to Adwords marketing for law firms.
When people perform a search on Google for a legal term, they are nearly always researching a law firm to hire.
Law firms know this and actively market their services using AdWords, which is Google’s paid ad platform. They know how important it is to get their business in front of the hot leads searching Google.
So what does this mean for you? It means if you want more business for your law firm, you need to be marketing on Google AdWords.
Get a leg up on your competition with Google AdWords. Read on to learn the best strategies of marketing for law firms on Google’s popular ad platform.
Target Long Tail Keywords
The biggest mistake new AdWords advertisers make is to target broad generic terms like “lawyer, “law firm” and “attorney.” Not only are these terms astronomically priced, but they are also used by Google users who are only looking for information. In other words, these terms cost a lot but do not usually lead to new clients.
Instead, target “long tail keywords,” which are more specific and descriptive and lead to higher conversions.
A best practice is to target a keyword phrase with at least four words which bring in a decent search volume. Instead of placing an ad for “lawyers,” target something more specific to your practice, such as “workplace harassment lawyers free case evaluations.”
Long tail keywords with very specific information will cost less and convert higher than ads with generic keywords. What’s more, long tail keywords are utilized more, making up 92% of all web searches.
Use Dynamic Keyword Insertion (DKI)
If you really want to take your AdWords efforts to the next level, implement dynamic keyword insertion (DKI) in your campaigns. DKI is an advanced feature which allows you to insert the exact words a potential client searches and match your ad with their search intention.
How it works is you include a group of keywords in your ad campaign. When a Google user searches for one of those keywords, it will be inserted into your ad to directly match their search query. It’s a great way to get on the same page as your customers.
Reduce Costs with Negative Keywords
AdWords gives you the opportunity to include negative keywords in your campaign. Negative keywords are words you do not want to be displayed for.
You likely don’t want your ad shown to people who live outside your business area. In this case, your negative keyword list could include other states or provinces.
Using negative keywords is one of the best SEO practices for law firms to keep costs down. Their use helps you control costs by eliminating wasted clicks. The last thing you need is to pay for clicks from people who are unlikely to become your client.
Here are the three most common examples of common negative keywords:
- Geographic: Areas outside your target business region.
- Resources: Avoid names related to guides and tutorials. Those people are usually looking for free information, not paid services.
- Employment: You may want clicks from people searching for “family lawyer” but not if they’re searching for “family lawyer jobs.” Exclude terms that have to do with jobs, employment and careers.
The focus should be on excluding any words that indicate the searcher is looking for something outside the services you offer and the geographic area you offer them.
Final Words on Marketing for Law Firms Using Adwords
Effective marketing for law firms is no longer optional. Gone are the days of listing your law firm in the yellow pages and calling it good.
In today’s marketplace, you must have a strong online presence. The quickest and perhaps most effective way of getting your message out there is through pay-per-click (PPC) platforms like Google AdWords. Follow the tips above to beat your competition on Google and position your law firm to prospective clients on Google.
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