Paid Ads and Retargeting for Attorneys

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 than 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.