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Top PPC Mistakes Lawyers Should Avoid in 2017

If your law firm is marketing actively in the digital space, you’re probably using some form of pay-per-click advertising. Here are some top PPC mistakes you should try to avoid this year. 

  1. Writing ad copy that doesn’t cut it

It goes without saying that your PPC ad copy should be attention-grabbing. After all, you usually get just one shot at attracting a prospect, and you’d better make the most of it. Your ads and landing pages should target specific needs. Someone looking for a divorce attorney, for example, might require specific information and a different approach than someone needing personal injury representation. Create layered ad campaigns appealing to each type of client you want. Consider a/b testing different versions of ads, as well.

  1. Not using keywords wisely

 In the PPC world, you bid on and pay for keywords based on their ability to get your pages ranked as highly as possible. Some keywords cost around a dollar per click. Others can go for hundreds of dollars or more. Unfortunately, bid rates for legal terms, like “personal injury” or “divorce” are some of the highest ones out there. Over three-quarters of the most expensive keywords relate to the legal profession. If your budget can’t support buying the most expensive terms, consider limiting the number of keywords you go after. To help you decide which terms you’ll spend money on, do keyword research that gauges the average cost-per-click and determines search volume in your market.

  1. Failing to use geo-targeting

 Search engines give you the option of targeting your ads to show up on the SERPs of specific geographic locations. You can geo-target your ad campaigns by zip code, city, county, designated market area, state and radius. When paying a high price for clicks, you want to make every one count. If your law practice is in Elizabethtown, Kentucky, for example, and you don’t take advantage of geo-targeting, you very well might be paying for clicks in Elizabethtown, Pennsylvania, and Elizabethtown, North Carolina. 

  1. Not using ad extensions

 Ad extensions can beef up your ads and generate more quality clicks. They include such features as telephone numbers you can click and dial, and location information you can map. They also include hyperlink keywords added to the backside of your website link that describe your specific areas of practice or the kinds of legal problems you can solve. Google AdWords recently introduced a new innovation called message extensions. These allow users to text message you with any questions or comments directly from the SERP.

  1. Giving up to early

Launching successful PPC campaigns requires diligence and patience. Bids can go up or down. Ads can become quickly stale. And you have to pay a lot of attention to ad scheduling, bid adjustments and geo-targeting. But don’t let that discourage you. Keep making adjustments that optimize your ad budget. Also, make sure you track your results. Once you gather and analyze historical performance data, you’ll be better able to improve your PPC ads and convert more prospects to clients. And if your performance does pick up, Google may reward you with a lower CPC for the same or even better position in paid search results.