Pay-per-click advertising is a popular method among online marketers for getting the message out about their businesses, but how can it be applied to the practice of probate law? Getting noticed among a sea of competitors is especially important in the legal field, where every firm is setting out to connect with clients in their area; a well-planned PPC campaign can be just what you need to tip the scales in your direction. Here are some PPC advertising pointers to help you reach out to potential clients.
Use Long Tail Keywords
Long tail keywords are generally longer than three words and are very specific to what you are offering. For instance, if you are targeting visitors who are looking for experienced legal advice in your area, you could focus on the keyword “probate lawyer (your area).” This narrows the focus considerably, making it more likely that users searching for them are going to convert. For this reason, long tail keywords often have a much higher ROI in the long term than standard keywords. They also generally have a much lower cost per click because there is less competition among marketers for those specific keywords.
Would you like to hear more on this topic?
Combine PPC and SEO
Ideally, PPC ads should be used to supplement an overall SEO strategy that is robust and effective. This means that it should be part of an overall content marketing plan that incorporates high-ranking keywords into website content, blogs, and other online collateral. High-value content, SEO best practices, and a user-friendly web design make it more probable that visitors to your site will take the next step towards becoming clients. Combining organic and paid search campaigns lets you have the best of both worlds.
Keep It Relevant
If your PPC ad targets the keyword “best Long Island probate attorney,” make sure the ad takes users directly to a page that outlines your firm’s experience in the realm of probate law. An ad that directs visitors to a more general home page or contact page forces them to navigate your site to find the information they are looking for. This could discourage engaged users from looking further, and cost you advertising money in the process. Instead, make sure users are directed to dedicated landing pages dealing with the topic at hand.
Pros and Cons of PPC
Pay-per-click ads offer several strengths and drawbacks, just like any other aspect of digital marketing. The main feature that makes them attractive is that you only must pay for the times users click the ad. The key to optimizing your pay-per-click spending is targeting the right keywords to focus on. This generally requires some trial and error and testing for certain keywords, but free applications such as the Keyword Planner tool from Google AdWords make it easy to find effective keywords that will let users find you easily.