Quick guide to Paid Search
When it comes to using paid search to advertise your law firm, it is important to employ a defined process and methodology to determining your goals, setting up your campaigns, measuring success and scaling your practice. Below is a brief set of steps to help you do just that.
1. Planning & Research
1.1. Goal Setting:
Define clear objectives such as acquiring new clients, promoting specific legal services, or building brand awareness in a particular geographical area.
1.2. Keyword Research:
Focus on practice-specific keywords (e.g., "personal injury lawyer," "divorce attorney").
Analyze local search terms like "Chicago DUI attorney" or "New York estate lawyer."
Avoid generic or overly broad terms due to high competition and cost.
1.3. Competitor Analysis:
Review ads of competing law firms in your area and specialization.
Take note of their unique selling points, call-to-action, and landing page experience.
2. Campaign Creation
2.1. Account Structure:
Segment campaigns based on practice areas or services.
2.2. Ad Group Creation:
Group closely related keywords, like "car accident lawyer" and "auto injury attorney."
2.3. Ad Copy Creation:
Highlight unique selling points like years of experience, won cases, or free consultation offers.
Ensure compliance with local bar association advertising guidelines.
2.4. Landing Page Selection:
Use pages detailing your expertise, testimonials, and clear CTAs like a contact form or phone number.
3. Setting & Managing Budget
3.1. Set Campaign Budget:
Due to high CPC in legal niches, start with a modest budget to gauge performance before scaling.
3.2. Monitor & Adjust:
Track your budget closely, especially in the initial stages, to avoid overspending.
4. Campaign Settings
4.1. Targeting:
Geographically target based on where your law firm operates.
4.2. Bid Management:
Consider using automated bidding after gathering sufficient data, given the competitiveness of lawyer-related keywords.
4.3. Ad Extensions:
Leverage location extensions to display your firm's address.
Use call extensions to encourage direct inquiries.
5. Monitoring & Optimization
5.1. Regular Performance Checks:
Focus on metrics like cost per lead (CPL) and the quality of the leads.
5.2. A/B Testing:
Test various ad copies, especially focusing on the most compelling CTAs for legal clients.
5.3. Keyword Bid Adjustments:
Monitor expensive keywords and assess if they're bringing in valuable leads.
5.4. Negative Keywords:
Regularly update to avoid non-relevant clicks, such as those looking for legal advice but not representation.
6. Reporting
6.1. Regular Reports:
Prioritize metrics important for legal services like CPL, lead quality, and conversion rate.
6.2. Insights & Recommendations:
Adjust strategies based on which legal services or campaigns yield the best ROI.
7. Continuous Learning & Scaling
7.1. Stay Updated:
Be aware of any changes in advertising regulations for lawyers in your jurisdiction.
7.2. Scale Successful Campaigns:
As certain practice areas or campaigns show success, consider allocating more budget to them.
7.3. Reviews & Testimonials:
Encourage satisfied clients to leave positive reviews on platforms like Google, as this can influence click-through rates.
When advertising for legal services, it's crucial to remember the importance of trustworthiness and professionalism. Ensure that every piece of content aligns with the standards of the legal industry and reflects the values and expertise of your law firm.
Have further questions about search marketing and how we can help? Contact us.
