When it comes to promoting your law firm online, it can be difficult to know where to start.
The range of paid advertising options available is great if you know what you’re doing, but can be overwhelming, especially if you’re short on time. Here are some of the main terms you should familiarise yourself with, in order to understand more about online advertising and how best to use it for your law firm.
Otherwise known as PPC – this is the most prominent form of advertising online and an effective way to drive traffic to your website.
Based primarily on search engines, it can also be featured within social media and on websites.
The most popular platform for PPC is Google AdWords. This system has a range of tools and resources to help you set up and track your campaign.
The PPC model uses particular search terms you select for your campaign, which allows your advertising to be:
- pushed further to the top of the search results
- viewed by relevant visitors to websites
- displayed within social media news feeds
The more views or “impressions” your campaign receives, the more likely consumers will be driven to your site. Dependent upon the specific phrases searched for and the relevance of your campaign, you will only need to pay for an advert when it’s actually clicked or in some cases, for the number of impressions it gains.
These are essentially the stepping stone for consumers to be able to find your business online – this is why it’s important for you to choose them wisely. You need to consider the type of customer you want to attract to your website and what you think they’ll be looking for when searching for the particular legal services you provide.
In order to find keywords that can attract the best leads to your site, there are online tools available to fine tune your audience. This can enable you to draw in a more targeted and thus more valuable consumer base. For example, if you are frequently being listed for a legal search term that doesn’t relate to your business, you are able to select “negative keywords” which will filter you from any terms which are unwanted. This can help to set your practice apart from others – useful if you specialise in a niche area of law.
Once you’ve selected the keywords, it’s also important to consider the landing page which customers are directed to. In order to secure the leads, it’s essential to make sure the landing page is the most relevant for the keywords you’ve chosen – this will also help your website to rank more highly for those particular search terms. For example, if your keywords relate to Wills and Probate, make sure that when the customer clicks on your advertising, they are taken to a page relating to these services.
A kind of scoring system for a search engine which lists other campaigns that use the same keywords as you. Your position within the search results will depend on the “ad rank” – calculated based on two criteria: the maximum cost per click and the quality score of your campaign.
A maximum cost limit will be according to the daily budget you’ve set, preventing you from over spending. It can be evenly spread throughout the day or targeted to a particular time if you believe your potential customers will be most active then. It’s also good to test out different budgets for different keywords, enabling you to find the right balance and establish which keywords are the best to push.
The quality score is based on the relevancy of your campaign to the keywords you’ve selected. Search engines will formulate a score by examining just how tightly related the keywords, campaign and landing page are to one another. This makes sure that people aren’t drawn to pages which they haven’t searched for, especially when firms use irrelevant keywords simply to attract consumers.
In order to see how well PPC is working for your firm, it’s important to track every campaign. This ensures your investment is making a return and can show you, most importantly, if it’s worth investing in again.
To track a campaign efficiently, there are four elements which will need to be recorded.
- The number of impressions: each time a campaign appears
- The number of clicks: each time a user clicks on the campaign
- The number of conversions: each time a user completes the set action, which can be easily measured by setting a unique tracking code
- The spend: the total amount of money which has been spent on the campaign
By tracking and combining these elements, you can work out the success of your campaign and compare it to previous ones.
You can then establish:
- The click through rate (CTR): the number of impressions which become clicks
- The conversion rate: the number of clicks that become conversions
- The cost per click (CPC): the spend for each click
- The cost per acquisition (CPA): the spend for each conversion
These markers can indicate how efficiently your campaign is working and should be tracked in order to monitor progress. Once you have the results from one campaign, you’ll be able to set targets for the next one, aiming to increase the number of valuable leads even further.
Ideally, the click through and conversion rates will be high, with the costs being as low as possible, but this isn’t something which will occur overnight. By monitoring the effectiveness of different campaigns over time, you’ll be able to assess and finely tune your approach to obtain the best results.
Interested in getting started with Google AdWords? We’ll be happy to discuss your project in more detail and talk you through the process.