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Best Strategies for an Effective Personal Injury PPC Campaign

Services: Law Firm Website Design . SEO . Internet Marketing . Law Firm Marketing Guide . Content Marketing . PPC

Online marketing can be highly competitive for personal injury law firms. Depending on a firm’s current audience and location, the strategies used to gain leads and conversions can and will vary. Luckily, we’ve got a list of the best strategies that can be used for an effective personal injury pay-per-click (PPC) campaign.

Know Your Top Practice Areas

There are several types of personal injury cases. The most common types people tend to search for is motor vehicle accidents, medical malpractice, and slip and fall. Therefore, when creating a campaign for PPC, it’s best to split the budget between campaigns specific to each type of personal injury case being targeted. Using car accidents as an example, when left to its own campaign, a firm can then split ad groups into specific phrasing such as “car accident attorneys,” “car accident lawyers, “auto accident attorneys,” and so on. Within each of these ad groups, keyword phrases can then get more specific pertaining only to a term like “lawyers” or “attorneys.” By having more specific terms and phrasing, there is a higher chance of capturing a searcher’s inquiry with that ad.

Know Your Competitors

Personal injury firms are one of the most competitive practices out there for PPC. Know who the local competitors are for your top personal injury inquiries. In any PPC campaign, negative keywords can be added to help filter out competitors when someone is searching for a personal injury firm. Another way to help a firm’s presence is to create a branding campaign. If a firm’s brand is already relatively known in the area, that ad will pop up when a searcher is typing in a query for that specific law firm. 

Know Your Location and Surrounding Area

A personal injury firm in California will perform much differently than a personal injury firm in North Dakota. This is because the demographic, competition, and overall search volume can vary drastically. In addition, the area you’re targeting can affect the cost-per-click, overall budget, and conversion rate. Therefore, it’s important to understand search volume for a particular area and plan accordingly. By paring down specific zip codes in your targeting area, your campaigns will be more targeted and get the conversions and leads you’re after.

Know Your Firm’s Lead Goals

Which types of cases get the most leads for your firm? Do you specialize in car accidents more than medical malpractice? Is there a specific type of personal injury that you want more conversions on? These are all things to consider when planning your PPC campaigns. Next, think about what’s going on locally in your city and consider what searchers might be typing into search engines. Once you have your goals in mind, your PPC campaign will fall into place.

Know Your Audience

Lastly, know who your target audience is. Using car accidents as an example, you might want to target people who have auto insurance, people who travel, and specific age groups. Knowing your audience will also help you craft your ads that potential clients will see. For example, grabbing their attention with phrases like “Free Consultation “and “No Fees Unless We Win” helps entice a user to click on your ad versus a competitor’s.

PaperStreet Can Help With Your PPC Campaign

By following these five strategies, your PPC campaign will be on its way to getting leads and conversions for your top personal injury case types. As with anything, time, patience, and change will help take your ad campaigns in the right direction. If you need further guidance, we specialize in digital marketing for law firms at PaperStreet, and we can assist you in developing a successful PPC campaign strategy. Contact us to learn more.


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