Navigating digital marketing is a challenge, but a necessity. The highly competitive landscape of the legal industry underlines the importance of increasing online visibility and standing out. There are various digital marketing strategies to use and one of them being Google Ads. It is a channel to display your law firm’s message to the audience that you wish to target and increase brand awareness right where it matters.
On ad.google.com are a variety of campaign formats available for review. Fitting campaign options for law firms, or service providers in general, are search campaigns, display campaigns, local service ads and pay-per-click, always in adherence to legal framework.
Search campaigns enable firms to reach potential clients who are actively searching for legal services by placing ads among the search results.
Display campaigns are more suitable for communication objectives such as increasing online visibility or brand positioning as these ads will show on websites, Gmail, mobile services and apps.
Local service ads appear at the top of a google search and provide users with a direct link to a website, phone number or other form of contact.
Pay per click (PPC) advertising is another campaign which can generate qualified leads and maximizes return on investment.
All types of campaigns have their advantages and can fit with marketing strategies and goals respectively.
An important aspect of Google advertising and using the budget in the most effective way is to target the correct audience. Spend the investment on potent leads instead of dead ends. Create an overview of the characteristics of a potential lead. With this profile, google ads can target those, based on location, age, gender, interests and other demographic factors.
Another way to target correctly is through the use of keywords. Choosing the right keywords for the campaigns links the ads with the right searches. Monitoring and optimizing the use of keywords enables adaptation to consumer behavior while targeting the right audience. Even negative keywords play a crucial role in fine-tuning targeting. Negative keywords exclude search terms and meanings which are irrelevant to legal services and firms.
With the right use of targeting, it is ensured that advertisements are not displayed in contexts that could dilute the message or attract unqualified leads, hence spending the whole budget on potential leads and increasing the ROI.
Online advertising is a cost effective marketing tool, especially when compared with conventional methods. Google advertising allows firms to set a strict budget and evaluate the effectiveness of the current budget. Improvements are easily made and the bidding strategy can be handled automatically or manually, depending on the skills and expertise of the user.
Because Google ads provides a set of data and analytics, the ROI can easily be measured. This gives insight on the effectiveness of the campaign and whether improvements on the creation of ads, bidding, or strategy need to be made. Managing Google Ads is not simple, but Bylaw Media can help you get started. Together we can evaluate what works best for you and your firm.