Law Firm Marketing Agency
Pay-per-click marketing is not easy—but we know it’s all too easy to spend thousands of dollars every month on ineffective PPC campaigns if you don’t know what you’re doing. Don’t blow your money on poorly performing ads!
We speak with a lot of firms that are struggling to manage their own PPC ads. Although working with an expert will make a big difference, there are several best practices that anyone can utilize to improve PPC performance.
Here are five strategic ways to make sure that the right people are seeing your pay-per-click campaigns.
#1 – Turn off ads after hours
We get it, it’s super tempting to advertise at all hours of the day. However, it may not be effective to run ads during hours in which you do not offer support. Even if you get calls from your ads, you may discover that they do not convert.
If your ads aren’t reaching the right people, try altering the times that your ads run. Pay attention to the ad performance and use a multi-touchpoint attribution model to determine when to bid.
#2 – Dig into your demographics
There are so many customization options for targeting your PPC ads by demographic. But casting a wide net is a common mistake we see with ineffective PPC campaigns.
Targeting a general persona is usually ineffective. Instead, try limiting your ads by age, device, and location to reach the right demographics. Get more specific about who your audience is, and you’ll get better results from your PPC campaigns.
#3 – Improve your landing pages to improve your quality score
Your PPC campaign brings people to a specific landing page on your website. It’s possible that a mediocre landing page could be undermining your perfectly worded PPC ad.
The good news is that improving your landing pages can improve your Quality Score. A Quality Score is a tool for describing how your PPC ad scores against others at the keyword level. Google takes your landing page into account when scoring your ad.
More relevant landing pages lead to a better score. A better score means you’ll pay less for the ads and it’s more likely that your ad will be served up.
Note that landing pages aren’t improved in Google Ads campaigns. Instead, this happens on your firm’s website. Make sure you’re serving up high-quality content. The destination for your Ad campaign should correspond directly to the keywords used in that campaign.
#4 – Use negative keywords
If you’re not using negative keywords in your PPC campaigns, you’re missing out!
Now, Google is pretty smart, but it’s also a little dumb. When it comes to Google Ads keywords, Google will do exactly what you tell it to do—and sometimes it will do things that you didn’t tell it to do. To counteract this, you must give Google the words you do not want to show up for.
With positive and negative keywords, you ensure that your PPC ads only show up for relevant searches. Plus, you won’t waste money on site visitors who immediately exit your site upon realizing you don’t offer what they need.
#5 – Don’t rely solely on automated bidding without oversight
Over the past few years, Google’s automated bidding has evolved and become an awesome tool for busy business owners. While Google allows you to set it and forget it, you should never rely purely on automatic campaign adjustments and bidding. It’s important that you routinely check your campaign performance.
If you find that the automated bidding strategy isn’t producing great results for your practice, you might consider manual campaign management—ideally under the supervision of a professional— and see how it compares with the automated performance.
Review and next steps
There’s no need to play fast and loose with your pay-per-click campaigns when it’s so easy to spend less and be more effective by following these tips. Be specific about what you want (and don’t want) to reach your PPC goals with ease.
If your firm needs support with digital marketing, reach out to an experienced agency. Don’t go it alone and waste your resources. Get help from the experts and trust that all your effort will deliver a worthy ROI.