In the digital age, search advertising for personal injury law firms is the key to attracting new clients and increasing website traffic. However, it can be needlessly expensive. One cost-conscious way to get around this is by employing a pay-per-click (PPC) campaign. This means that your ad will rank at the top of search engines when prospective clients look for the legal services you offer. Most importantly, you only pay if someone clicks on your ad. Below, we’ve outlined a few ways you can increase your search engine standing using legal marketing.
Choose the Right Keywords
Search advertising for personal injury law firms allows you to reach not just an audience, but your audience. Using the right keywords is vital because it means that, when potential customers search for the keywords you’ve chosen (e.g. “personal injury lawyer”), they see your PPC ad. To get the best results, you need to think about who your target audience is and what terms they might type in. These can be incredibly specific (e.g. “looking for a car accident lawyer specializing in Citi Bike crashes involving phone calls”), or much broader. We recommend using the Google Adwords Keyword Planner tool, which will tell you what search terms are most relevant for you. You should also execute a split test first and trial different filters to see what works well for your firm.
Bid on the Right Budget
Google keywords work on a bidding system. The more valuable a keyword, the more people are willing to pay for it. This means you’ll have to pay more to come up at the top of those search results for your PPC campaign. You can set a monthly spend cap, which allows you to play around with your budget and see how your conversion rates/impressions change. If you’re looking for conversions, Google's Target Cost Per Acquisition (CPA) automatically bids for you. However, if you’re focused on impressions, manual cost-per-click (CPC) might give you more control. This is where you’ll want to test your budget against the keywords you previously chose - for example ‘Personal Injury Lawyer Chicago’ might be incredibly expensive to bid on, but your more specialized keyword phrases will be cheaper and more cost-effective if they still bring in the clients.
Analyze your Results
Search advertising for personal injury law firms constantly provides you with key performance indicators (KPIs). Consistently re-evaluating these KPIs (e.g. conversion rates, impressions, click-through rates, etc.) will ensure that you’re making the most of your money. Your Quality Score measures the value of your search ads, keywords, and landing pages based on expected click-through rates and ad relevance. If this score is good, then you may get better prices and paid search placements.
One way you can use digital marketing to help your personal injury law firm gain more clients and increase productivity is by using CloudLex – our all-in-one cloud-based solution for all your needs. Sign up for a free demo here.