Paid Ads and Retargeting for Attorneys

Web Design for Law Firms
Web Design for Law Firms
SEO for Attorneys
SEO for Attorneys
Paid Ads and Retargeting for Attorneys
Paid Ads and Retargeting for Attorneys
Social Media Marketing
Social Media Marketing
Inbound & Content Marketing
Inbound & Content Marketing
Reputation Management
Reputation Management
E-mail Marketing
E-mail Marketing
Reports &  Analytics
Reports & Analytics

Intro

Part of how we generate leads for law firms is by using Pay-Per-Click (PPC) and retargeting advertising. While these are extremely competitive and usually more costly approaches to online marketing, they do offer fast results and sometimes are the best choice for a law firm to get some traction. They also help increase the quantity and quality of incoming leads.

If you want to extend your brand reach and bolster your SEO efforts, we recommend using Comrade’s PPC service for lawyers. Paid search ads, or pay-per-click ads (PPC) are pretty much what they sound like: they are ads you pay for when someone clicks on them. With that being said, getting those clicks and turning them into actual paying clients isn’t always easy. As one of the top Chicago legal marketing agencies, we use the right tools to help you target your ideal clients and create a strong advertising message, which will communicate your expertise, credibility, and previous results that in return will inspire future clients to act.

PPC strategy

PPC ads have a prominent place in search results. When someone goes to Google and searches for something, the top 3 – 4 listings that come up are usually advertisements from Google’s AdWords. Those dominant paid advertisements will often take the entire top half of your screen, and on average, 41% of search clicks go to the top 3 paid ads on the search results page. Sounds simple enough — creating an ad immediately puts you in front of your prospects’ eyes and gets them to click. However, there is a catch: PPC keywords for lawyers and legal services are expensive, with an average click costing $64.86, plus they are extremely competitive. This means that if your bid per click — which is the amount you’re willing to pay — is lower than that of your competitors, your ad may not even show in the top search results. At the same time, you should know which words are worth a high bid. As we already mentioned, there are the so called action-keywords, which are words people usually use when they are ready to take immediate action. Adjusting all these little details in order to see a good return on investment is why you need an experienced, technically savvy PPC marketing partner like Comrade.

Consider Re-Marketing

To get around some of the disadvantages of PPC advertising, it may be good for your business to focus on creating and implementing a good re-marketing and micro-targeting strategy instead. If someone visited your site, spent enough time and expressed interest in your service but wasn’t ready to buy yet, we will show them ads and new content about the service they were interested on Google, Instagram, Facebook and other popular platforms. PPC remarketing is generally both more cost-efficient and more effective, so if you’ve been successful in attracting relevant traffic, but for some reason haven’t been able to immediately convert this traffic into paying clients, we recommend you invest heavily into re-marketing rather then in trying to attract new web visitors.

One of our long-term clients — Barr & Young — came to us over 4 years ago with a pressing issue: they faced fierce competition in their field of expertise and in their area, and struggled to stand out online and attract more prospects. While we’ve done and continue doing a lot to revamp their website and use various online marketing channels to help their continuous growth, using PPC as one of the tools to increase their leads in a competitive environment, without going over budget serves as a proof that paid advertising is usually a good idea. Often, it’s not a matter of how many competitors you have, but rather of how effective, but rather of how effective is your PPC strategy.

Case Studies

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Levinson Law Group

Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.

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Challenges

Their old site failed to position the firm as leaders within their industry. Important information was not properly communicated, their story was not properly told, and the content was not up-to-date. Additionally, they were relying heavily on paid ads to help them generate leads while failing to implement a proper SEO strategy to achieve sustained growth.

Solutions

The first step was to completely rebuild the site, clearly communicating the firms impressive track record and story. CWA added a video to reinforce the firm’s message and reputation. This was coupled with a streamlined layout for easy navigation and implementation of new content, all structured as sales funnel to help display information and generate leads.

The next step was to optimize onsite SEO as well as strategize offsite activities to help strengthen the firm’s local presence in Southern CA. This new approach allowed the firm to grow their audience beyond their local markets and help garner them a reputation throughout Southern California. Through effective paid advertising strategies, CWA has successfully helped Levinson Law Group decrease the amount spent on ads while increasing the amount of viable leads generated from these campaigns.

Barr & Young Attorneys

Located in Danville, California, Barr & Young is a legal firm specializing in trust litigation, securities litigation, elder abuse litigation, and trust and estate administration. As a client of CWA for over 4 years, we have not only helped them redesign their site and keep it up to date with best practices, but have gained impressive marketing results.

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Challenges

Barr & Young Attorneys faced a sea of competition. Their website had neither a clear delineation of services, nor any strong messages that connected with prospective clients. The small amount of web traffic they had enjoyed was being quickly depleted due to lack of SEO strategy. On top of that, the firm faced a growing decrease in overall lead flow and needed to revamp their strategies immediately to reverse this.

Solutions

In order to bring Barr & Young up to date alongside their competition, CWA created a complete rebranding from the firm: a new logo, color palette, and WSJ-style illustrations for gravitas. Their website was completely redesigned and new content was added. CWA continuously applies best practices, making adjustments and changes to the site when necessary to help improve Barr & Young’s conversion rate and lead generation.

Long-term SEO practices were executed to help the firm begin ranking for the appropriate keywords and phrases, including the creation of new landing pages, blogs, and fresh onsite content. Additionally, CWA launched and actively manages various PPC campaigns to begin generating new leads.

Peters & Mullins

Peters and Mullins Law is a fictional law firm specializing in personal injury and mesothelioma cases. Comrade Web created the concept site as a means of visually showing attorneys how they can improve the quality of their digital marketing efforts and web presence.

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Challenges

Creating a fictional attorney site from scratch meant doing plenty of research and conceptualizing. The idea was to pull together best practices and merge them with a modern design to showcase the potential CWA has within the legal marketplace. A significant amount of time was spent on the project to ensure that every detail and aspect of the site felt genuine and professional.

Solutions

The fictional website was given a sleek, modern look with a layout that relayed vital, decision-making information and that also allowed for easy navigation. The site was completed with a professionally-written content and appropriate, for the legal industry, visuals. Additionally, a full branding was done, complete with a custom logo, fonts, and color palette.

Why Comrade?

Outsourcing your marketing is a huge decision, because marketing is what you do to present your business to the world. How will you ensure this presentation looks, sounds and works the way you’d like it to? We take the time to get to know you and what’s unique about your business, then use it to your advantage.

Laser-Focused on Delivering Results

Some marketing agencies are great at making promises. We’re great at getting you more clients, higher profits and faster growth.

10 Years in Business

We’ve spent the last 10 years perfecting our processes and learning all we can about digital marketing. Now is the time to take advantage of our expertise.

Superb Customer Service

We’re devoted not only to your business’ success, but also to making you feel calm and confident about your marketing investment every step of the way.

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