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Should You Try Pay-Per-Click Advertising?

Updated: Feb 2, 2022

What You Need To Know About PPC Ads For Law Firm Marketing

Law firms can benefit from just getting their names out there. In this blog, we constantly talk about Lawyer SEO and making gradual but long-term progress. However, promotions and ads can help boost your Law Firm Marketing. While the benefits might be short-term, getting high amounts of traffic can help you find new audiences that will hopefully stick around for future content.

So, let's talk about PPC and how you can use it alongside Lawyer SEO strategies.

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What Is PPC?

PPC, or pay-per-click, is an online advertising strategy in which advertisers place ads on platforms like Google Ads and are charged a fee each time someone clicks on them. Try doing a search on Google, and you'll see a few ads at the top of the SERPs.

PPC is used to generate traffic, purchases, or inquiries from its target market. Standard PPC solutions offer a great deal of targeting flexibility, allowing you to show ads just to those who suit your target demographic.

Unlike Lawyer SEO, PPC advertising can bring in more immediate results. However, you shouldn't fully rely on PPC ads for traffic and marketing. SEO and PPC ads should work hand in hand.

Remember: People can find your law firm's website through PPC, but you need to get them to stay through website optimizations.

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What Is PPC Advertising and How Does It Work?

PPC is a marketing option that's offered by a lot of ad platforms, but the most popular of which are Google Ads and Bing Ads. For beginners, Google Ads seem to be the most popular option, considering that it has the most audiences that can be reached.

However, regardless of the platform you want to post your ads on, the process for getting PPC ads is relatively the same.

Here are steps you might need to take:

  • Start an account with the platform to use for advertising.

  • Make advertisements

  • Set the maximum cost per click that you're willing to pay

  • Your ad is entered into an auction with other advertisers for the same keywords

  • The order in which the ads are shown depends on the results of the auction

  • When someone clicks on your ad, you pay.

It's straightforward, and while there are some variances between different ad formats, the basic process remains the same.

Why Should You Use PPC?

PPC is a popular marketing tactic for a lot of reasons. And while not all digital marketers have the same goal, there are multiple benefits to PPC ads that are sure to fit most marketing objectives:

  • You Instantly Get Clicks. Though you still need to wait for the platform to approve your ad after you've set up your ad, it should just take a few hours.

    • You can start appearing (and earning clicks) very quickly after your ads are live. Compared to Lawyer SEO, PPC has more immediate benefits to your law firm.

  • It's Easy To Audit And Track Data. One of PPC's main advantages over traditional advertising tools is the ability to immediately assess and track the platform's outcomes.

    • All prominent platforms, such as Google Ads and Bing Ads, may track conversions, including order or lead values. They also allow you to track the ROI of the entire account as well as specific ad groups and keywords.

    • This means you may utilize data and insights to increase the efficiency and usefulness of the channel over time, hence raising its ROI.

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  • You Have Control Over How Your Ads Are Shown. You have complete control over when and how your ads appear (including the time of day and week), and you can easily turn them on and off as needed.

    • Additionally, you can also control how much you spend each day (or month) and how much you pay per click, unlike other approaches that don't provide you this level of flexibility in managing cost and budget.

  • Reach Your Target Audience Better. Unlike other forms of marketing, PPC allows you to target a specific client based on your data, with bids adjusted for devices, time of day, and region.

    • If you know your clients and how they search, you may use this information to save money on advertising.

How Experts At LawyerLeadMachine Helps Law Firms

While you're making great ads to get people clicking, keep maintaining your Lawyer SEO to get them to stick around. To know more about SEO, look through our Attorney SEO blog or free Lawyer SEO Guides.

To get started, review your options here.

1 Comment

Nicolaas van Nes
Nicolaas van Nes
Dec 16, 2021

And what about using cost per action (CPA) ?

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