Pay-Per-Click marketing has been around for quite some time. The method involves paying Google and other search engines to make sure that your website appears at the top of search results for certain keywords and key phrases. If a user clicks on your page, you pay the search engine a predetermined price. If no one clicks on your page, you pay nothing.
A keyword will cost different amounts depending on your competition and specific law industry. Certain keywords are used in many searches, which makes them more expensive. Other keywords are niche, keeping the price per click fairly low. Regardless, the ultimate goal is to get users to click on your ad. Ideally, this will lead to conversions and business for your website.
Like many other areas of marketing, Pay-Per-Click requires a significant amount of strategy. After all, you want the highest amount of traffic for the lowest possible price. Formulating this strategy takes focused time and effort, regardless of whether your firm is well established or just starting out. For this reason, it’s essential that you begin planning your 2022 Pay-Per-Click campaigns as soon as possible. This helps strengthen your strategy and yield the best possible results.
Why Do I Need Pay-Per-Click?
If your law firm is new, Pay-Per-Click offers you a strong way to establish your website in the digital world. Google ranks search engine results based on a variety of different factors. Many of these factors depend on your firm having a robust and effective online presence. This means that lots of people click on your site, very few of them exit out of your site right away, and your keywords match lots of searches.
Obviously, this is difficult to have when you’re first starting out. Pay-Per-Click allows you to jump-start the process with paid ads at the top of a search results page. By investing in a top spot, you get more people to visit your site. The more this happens, the more Google sees that you are a viable website and will increase your rating. Eventually, your page can perform well without paid ads. However, paying upfront helps to build your presence and gives you a chance in the online world.
When you’re an established firm, Pay-Per-Click ads can still be extremely helpful. When you are advertising a certain specialty or achievement, are looking to break into a new market, or are simply wanting a search engine boost, the same methods can be used for your firm’s site. These ads, in conjunction with other SEO efforts, can help to revive and retain a good search engine results status.
Be Specific with Your Firm’s 2022 PPC Campaign
When it comes to planning PPC ads, it is important to begin with an objective for your campaign. Of course, the goal is to earn more business, but it’s important to be more specific than that. Consider what parts of your business you’d like to showcase.
For example, if you run a family law firm and you handle a lot of child support cases but wish to do more divorce cases, you should run your PPC campaign to lead to information about your divorce services. Directing users to a specific part of your site can grow your business in new ways and potentially trigger higher conversions elsewhere on the site as well.
Choose Several Topics
Though it’s important to be specific, you do want to have several specific objectives if you’re planning for the whole year. After you complete keyword research, choose what keywords you’ll invest in during which months. Construct a rough outline of what kind of PPC ads you’ll be running, so you can budget appropriately. If you’re hiring website designers, you’ll need to give them an idea of their deadlines and parameters. Ultimately the more you can solidify upfront, the better.
Calculate Your Budget
Pay-Per-Click ads are powerful and a central part of any effective digital campaign. However, it is important to calculate a budget to limit your PPC investment. This means that you aren’t spending too much more than you’re making from the campaign. After a certain point, PPC is no longer the best tool; you may be investing in the wrong SEO tactic and essentially wasting money.
Instead, it’s best to work with a digital marketing specialist who can help you determine your game plan and the associated budget. This not only allows your accounting department to plan ahead but also gives you a threshold market to show when it’s time to switch tactics. When your budget runs out, it’s time to pivot your strategy. This keeps your campaign fresh and effective.
Account for Lulls
The results from PPC ads can be misleading. At first, you’ll likely see a significant spike in website traffic. After that, however, you may notice that there’s a lull. This can happen while your website is gaining traction. Count on a snowball effect: PPC will lead to more traffic, and that traffic will lead to legitimacy in the eyes of Google. The more traffic you get, the more legitimacy you have. However, this takes time to accumulate.
Think about what you want to do during any lulls you may find. You may decide to spend more money on other PPC ads, or you may take the time to build up other areas of your website’s SEO. A digital marketing specialist will be able to help you decide what to do during any slow times so that you don’t feel helpless or as though your efforts have failed.
Choose RizeUp Media
When it comes to developing digital marketing and PPC strategies for law firms, RizeUp Media leads the industry. Our team is highly trained and understands the unique pressures, concerns, and needs of law firms. We work with you to develop a campaign that meets your goals, allowing you to grow your firm in the way that you want to. We personalize our services to ensure that your firm truly outshines the competition.
For more information about how we can help to plan your 2022 PPC campaign, contact us online today.
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