If done correctly, legal pay-per-click (PPC) advertising can be both a potent weapon and a powerful shield against your competitors. PPC, which is primarily done through AdWords, allows your law firm to show ads on Google when individuals conduct a search. PPC has played a pivotal role in transforming many small firms into large and highly successful firms.
Show the Right Ads to the Right People at the Right Time
In AdWords, you decide how and when your ads show by choosing keywords, times of day, days of the week, geographic area, and a variety of other potential criteria. For example, you can set AdWords to show your ads whenever someone searches for “car accident lawyer” in Fort Lauderdale, on Monday through Friday, between the hours of 9 AM – 5 PM.
This high level of specificity allows lawyers to spend their advertising dollars on getting more of the cases that are most profitable to their practices. Some lawyers initially find this approach antithetical to how they want to advertise. These lawyers simply want to get their ads seen by as many people as possible. A perfect example of this strategy is advertising on the side of city buses. We’ve all seen these advertisements (usually for personal injury lawyers), but the truth is they just aren’t very effective as targeted ads.
The difference between the targeted approach of AdWords and the untargeted approach of advertising on the side of a bus is a bit like the difference between casting a small net in the right river, versus casting a huge net in the open ocean. The huge net may catch you more stuff, but, inevitably, a lot of this stuff is going to be nothing but junk. The small net may catch you fewer things, but those few things will be exactly what you are looking for.
AdWords helps to ensure your money is spent on acquiring the right cases. It also reduces the time wasted dealing with calls for cases that you don’t need or want.
Defend Your Firm from Competitors Taking Your Leads
It’s entirely possible that right now one of your competitors is bidding on the name of your law firm and their ads are showing up when someone searches for you. When it comes to AdWords, this strategy is 100% fair game. In fact, bidding on competitors is alarmingly common, particularly in highly competitive geographic areas and industries.
While this strategy may be dubious in terms of ROI, one thing is for sure: you need to bid on your own name. This is done to prevent competitors from showing up first when a potential client searches for your firm.
If you have a very small practice and few (if any) people search for your firm by name, then bidding on yourself is likely not a huge concern. However, if you have data that says people are typing in your law firm’s name on Google to find you, then bidding on yourself is of vital importance.
There are many other ways PPC can help your firm, and many other types of campaigns at your disposal. Deciding on the right campaigns depends on finding the right strategy. Give us a call and one of our PPC experts will discuss your law firm’s needs with you.