Law Firm PPC 101: Should You Consider Paid Ads on Google?
By Kat on May 16, 2023 in Internet Marketing Pay-Per-Click (PPC)
Pay-per-click (PPC) advertising is a great and common tool that can help businesses, including law firms, increase their online visibility and drive targeted traffic to their websites. However, PPC — often Google ads, specifically — is not for everyone, and it’s important to determine whether it’s the right fit for you, your firm, and your budget before diving in.
Here, we’ll talk about some key points to help you determine whether PPC is right for you.
Your Business Goals Can Typically Be Met with
The first thing to consider are your goals for your PPC campaign. Are you looking to increase brand awareness, generate leads, or both? Understanding your business goals will help you determine whether PPC is the right marketing tool for your firm.
For example, if your goal is to increase brand awareness, you may want to focus on display ads, which can help you reach a large audience. On the other hand, if your goal is to generate leads or drive sales, you may want to focus on search ads, which can capture the attention of users who are actively searching for your practice area and services. You can also combine brand awareness with specific practice area campaigns in search ads.
Your Location and Practice Areas Will Greatly Impact the Cost
PPC can be a cost-effective way to reach your target audience, but it’s important to have a realistic budget in mind. Depending on the competitiveness of your industry in your specific location and the keywords you’re targeting, PPC advertising can get expensive.
To determine whether PPC is right for you, consider how much you’re willing to spend and what kind of return on investment (ROI) you’re expecting. Keep in mind that PPC can take some time to yield results, so it’s important to be patient and measure your ROI over time.
Your Target Audience
You know your target audience better than anyone. PPC campaigns allow you to target specific audiences based on demographics, interests, and behaviors. When creating a Google campaign, you can choose to pare down the demographics at the beginning and/or adjust them as your campaign starts to run.
Before investing in PPC, consider whether your target audience is active on the platforms where you want to advertise. For example, if your audience is primarily on Facebook, you may want to focus on Facebook Ads including boosted posts, while if they’re more likely to be searching on Google, Google Ads or LSA (local service ads) may be a better fit.
Paid Ads Are Often Best at Targeting Your Audience
PPC advertising can be a highly competitive space, particularly in industries where multiple businesses are bidding on the same keywords – like law firms. Before investing in PPC, it’s important to assess the level of competition in your industry and whether you have the resources to compete effectively.
If you’re up against larger, more established competitors with deeper pockets, it may be challenging to see a positive ROI on your PPC investment. On the other hand, if you’re in a less competitive niche, you may be able to achieve better results with a smaller budget.
Your Ability to Monitor and Adjust Your Campaign
Finally, it’s important to consider whether you have the resources to manage a successful PPC campaign. PPC requires ongoing monitoring, optimization, and testing to ensure that you’re getting the best possible ROI.
That’s where PaperStreet comes in. When you don’t have the time or expertise to manage your PPC campaigns in-house, we can help you develop and execute a successful strategy. We offer a variety of PPC options so reach out to us to see which one works best for your firm’s needs.
PPC can be a powerful tool to help you achieve your business goals, but it’s important to assess whether it’s the right fit for your firm and practice areas. By considering your goals, budget, target audience, competition, and resources, you can make an informed decision about whether PPC is right for you. Contact us today and let us help.
