Google Advertising For Law Firms 101: The Basics You Need To Know To Propel Your Law Firm To The Next Level 

Google Advertising For Law Firms 101: The Basics You Need To Know

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Google Advertising For Law Firms

Google Advertising For Law Firms 101: The Basics You Need To Know

Google Advertising For Law Firms 101: The Basics You Need To Know To Propel Your Law Firm To The Next Level 

Google Advertising For Law FirmsGoogle advertising is tricky. It’s even more tricky for law firms. State Bar Associations and state regulators have strict rules and guidelines regarding legal advertising.

Plus, lawyers have oversaturated markets across the United States and they are all vying for the same clients.

So where do you start when it comes to marketing your firm? This article will clear the mystery of Google and give you a crash course in the basics of Google advertising.

Google Advertising Basics for Lawyers

Google Ads is what is known as a “Pay Per Click” advertising system. Everyone knows Google has a wide variety of business ventures. However, the Ads program is their money maker. Google generates the vast majority of its revenue from ads. This in return has enabled Google dominate the tech industry.

There are no recurring monthly charges with Pay Per Click advertising. You also do not pay for impressions. You only pay when somebody sees your ad and actually clicks on it to visit your website.

Google Advertising Can Deliver Highly Qualified Leads

Pay Per Click is a great advertising method for search engines. The program allows you to ensure that you are paying for a targeted prospect.

It’s pretty simple to explain how it works. People see your advertisement in the search results when they search a keyword that is relevant to your business. When they click on your ad, they are directed to your website. 

The owner of the search engine wins because they get paid a fee for that click. The customer wins because they just discovered a lawyer they need. The law firm aka the advertiser wins because the process generated a highly targeted potential customer.

How Well Does Google Advertising Work For Law Firms?

Google Advertising For Law FirmsGoogle advertising can have a drastic effect on the amount of business your firm generates. However, using the Google Ads platform can be tricky for beginners, and also very expensive.

Although you only pay per click, those clicks can cost hundreds of dollars in certain instances. As a result, it’s important to know what you are getting yourself into before you begin your campaign. It’s also best to hire a professional to manage your ad campaigns. They can guide you away from mistakes and help you avoid wasting money.

Law related search terms are among the priciest keywords that you can bid on in Ads. In fact, a 2016 study found that the top 5 most expensive search terms on Google were all related to searching for legal representation. In addition, 20 of the top 25 search terms were from the legal industry.

With that said, ads can cost a lot of money. However, this data should also tell you that it can be highly effective. Google determines the price of Pay Per Click by supply and demand. There is a steady supply of potential clients searching. Thus, the demand from attorneys to buy those clicks is also very high.

Should Law Firms Invest In Google Advertising?

Is Google advertising is worth it for your law firm? The honest answer is…maybe.

Ads can drive a ton of growth for some firms. However, it all comes down to what type of firm you have and who your clients are. Some areas of law are still heavily driven by referrals which means Google advertising won’t be as effective. 

For example, the following areas of law often are heavily relationship focused and new business tends to come from word of mouth more than advertising:

  • Securities law
  • M&A law
  • International Law
  • Estate Planning
  • Business litigation

However, certain areas of law can be prime candidates for a Google advertising campaign. For example, people tend not to want to discuss their personal situations with friends when facing certain types of legal issues such as:

  • Criminal
  • Employment Matters
  • Bankruptcy
  • Personal Injury
  • Real Estate Law
  • Foreclosure Defense

Instead of asking for referrals, these people will often turn to Google to search for information or find a lawyer to call. When your ad shows up at the top of the search results, there’s a good chance you will be the first and only lawyer they contact.

Setting Up a Google Advertising Campaign for Your Law Firm

Could a Google advertising campaign be the right strategy for your law firm? Simple answer is yes. However, you should spend some time familiarizing yourself with the program. You may want to hire a firm like Top 10 Law Firm Websites to manage it for you.

The more a law firm understands marketing, the more effective it will be. Too many lawyers rely completely on outside “professionals” and end up being taken advantage of. This is simply because they don’t know the first thing about the marketing strategy they are using.

Failing to understand the marketing strategy you are using is likely to lead to mistakes and wasted money. So here are some things you should understand about how Ads works before you start creating a campaign or looking for someone to hire.

It’s All About The Keywords

An effective Google advertising campaign starts with the right keyword strategy. This is because of the high cost associated with legal keywords. Therefore, finding the right keywords to target is critical.

You should avoid bidding on any general terms like “lawyer” or “attorney.” These terms are not specific enough. You also can’t ensure that these searches are from people who are good potential clients.

It might be tempting to want to target these one word keywords when you see that there are 10,000 searches a month, but the truth of the matter is that these searchers are more than likely in the earliest stages of their buyer’s journey, and they are not yet ready to hire you.

Using Precision Keywords That Reduces Your Costs

Bidding on “long tail” keywords can help reduce your Google advertising costs. Long tail keywords are multiple word phrases. For example, the addition of words such as “near me,” and “free consultation” may lower your bid prices. This makes the key word or term more precise.

As a result, you should use terms directly associated with your area of law and/or your location. For example, if you are a lawyer that specializes in personal injury cases, some good and specific keywords might be:

  • Car accident lawyer in Miami
  • Personal injury lawyer near me
  • Best local traffic accident attorney

The Google keyword planner gives you the ability to play around with keyword ideas. It also helps you identify new keywords you may not have considered. This tool will show you the estimated search volume and the average cost per click for each one. Thus, you can get a good idea of what keywords will be cost effective for your campaign.

What Types of Keywords Do I put In My Ads?

Google has different types of keywords that you can bid on. Keyword types will help you tell Google when your ads should appear and when they should not.

The type of keyword you use will affect your costs and your conversion rate. You will want to use a combination of different keyword types in order to optimize your campaigns for maximum ROI.

Here are the types of keywords Google offers:

  • Exact Match
  • Phrase Match
  • Broad Match
  • Broad Match Modifier
  • Negative Keywords

1. Exact Match Keywords

Exact match keywords are those which are typed into Google exactly like they are in your ad campaign. For example, an exact match occurs you are bidding on the exact match keyword “divorce lawyer Detroit” and the person types in “divorce lawyer Detroit.”

This type of keyword bidding gives you the best conversion rate at a much lower cost per click. But on the downside, it also significantly limits who will see your ads. If the person types “best divorce attorney Dallas” instead, your ad wouldn’t show up even though that search has virtually the same intent as “divorce lawyer Dallas” does.

2.Phrase Match Keywords

Phrase match keywords are similar to exact match, but they only require a certain phrase from the query to match exactly.

For example, if you had the phrase match keyword “divorce lawyer Dallas,” your ad could still appear on a search for “best divorce lawyer Dallas” because it still matches the phrase you specified exactly. 

3.Broad Match Keywords

Broad match keywords are basically the opposite of exact match. They will show an ad when a potential client searches for words similar to that of your keyword, but not necessarily exact.

The Google search engine algorithm is smart enough to understand synonyms and related words. As a result it will attempt to interpret the search query and pair it with any broad match keywords in your ad campaign.

Broad match keywords can significantly increase your ad coverage. Thus, your ads will show up for many more people. However, there is a disadvantage if this type of keyword can trigger erroneous impressions and clicks.

For instance, if you have a broad match term in your keywords like “corporate lawyer,” someone who searches for the generic term “lawyer” may still see your ad. If that person was actually looking for a divorce lawyer, you could end up paying for an erroneous click.

4.Broad Match Modifier Keywords

Broad match modifier is a hybrid approach between exact match and broad match. It helps solve the issue of allowing matches that are close but not exact, while still limiting the erroneous impressions and clicks.

A broad match modifier keyword allows you to select certain words that must be in the search query, but while disregarding the order of those words. So for example, a broad match modifier keyword could be “+injury +lawyer +dallas” (Google uses the + sign to identify broad match modifier words).

This keyword could trigger ads for any search query as long as it includes all three of those words. For example, “Dallas personal injury lawyer” or “injury lawyer in Dallas Texas” would both potentially trigger your ad to display.

5.Negative keywords

Another great way not waste money on irrelevant keywords is to use negative keywords. Negative keywords will prevent your ad from displaying any time the negative keyword is included in the search query.

You will generally want to place all the areas of law that you do not practice into your negative keyword list. That way, if somebody searches anything related to law but not to your specific practice area, your ad will not show up.

As your Ads campaign matures, you will want to continually revisit the negative keyword list and keep it up to date. Google will show you what types of search queries are triggering your ads to appear. If any of the queries seem erroneous or unrelated to your law practice, you can add them to your negative keyword list to avoid wasting money on those searches in the future.

Tips For Creating An Effective Google Ad

Once you create a list of all the keywords then most of the hard work is done. The next step is to create the actual ads themselves.

You will want to create multiple ads with different variations of content. This will help you test to find out what language converts best. It will also enable you to precisely target your ads based on the search term.

An effective ad should do a few things:

  1. Grab the person’s attention
    • Your headline should include captivating language which answers the search query and grabs the person’s attention.
  2. Respond to the search query
    • You should plan to include many of the same keywords used in the search term in the ad. The closer your ad copy is to what the person typed, the more likely they will be to click on it.
  3. Build trust
    • You don’t want to be overly salesy, but you should still consider using a few carefully placed words and phrases to build the person’s trust, e.g. “confidential case evaluation” or “free consultation,” etc.

Finally, since a law firm is a local oriented business, you should also plan to include your phone number directly in the ad. Many people may be inclined to call rather than click. You pay the same amount to Google whether the person calls or clicks to visit your website.

Call 800.516.1365 today or contact us here to learn how Top 10 Law Firm Websites can help you!

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