An overview of PPC for attorneys and its role in aggressive law firm internet marketingSchedule your consultation
Successful law firm PPC management generates quality leads by selectively targeting your firm’s potential clients. Black Fin’s law firm PPC services have repeatedly outperformed industry standards by up to 7 times over consecutive months. Get on board with our PPC campaigns today.
One thing that we want to get straight right up front: PPC advertising is a MASSIVE industry.
Google makes upwards of $68 billion per year on paid advertising alone.
Facebook’s advertising revenue is on an astonishing upward pace, as they now make around $13 per year / per user from advertising. (Which is a lot, considering they have over 1.3 billion users!)
Pinterest, even, is expecting to make $15 billion a year from ad buys alone by 2018.
And that’s just the revenue.
With that increase in growth comes an increase in sophistication and depth to the market. The paid search platforms, display options, and traffic targeting continue to become increasingly granular and sophisticated. Successful law firm PPC management requires to be up to date with the latest best practices, as well as a combination of skill, strategic thinking, and creativity.
Which is why, these days, it really isn’t enough just to know how to run PPC ads on this or that platform.
Sure, a necessary part of running paid traffic campaigns is platform-specific knowledge that will make the process efficient and tight. It’s 100 percent necessary to know Adwords. It’s required to be dynamite at implementing Facebook ads.
However, if you don’t understand the bigger picture, then you’re a long ways off from running a truly effective and cost-efficient PPC campaign.
For the past 8 years, Brandon has delivered campaign after campaign with relentless consistency and results that perform up to 7x greater than the industry standard.
Paid search advertising has been his core competency and passion since entering the digital marketing world more than 10 years ago.
Brandon is Google AdWords certified and holds a track record of ruthless performance throughout his years of working with leading agencies and top brands.
Beyond the cold hard science that underlies PPC campaigning, Brandon knows what it means to be human and values the cultivation of long lasting professional relationships. What drives Brandon is what drives all of us at Black Fin —
The will to win, and the guts to crush the competition.
PPC advertising is a massive industry. Google generates more than $68 billion per year on paid advertising alone. Facebook’s advertising revenue is maintaining its upwards pace, at an average advertising revenue of $13 per year / per user (consider their active market of over 1.3 billion users). Pinterest, which may seem to have disappeared behind the radiance of Instagram, is expecting to generate $15 billion a year from ad buys alone by 2018.
Paired with this growth is a distinct increase in sophistication and depth. Paid search platforms, display options, and traffic targeting will only continue to become increasingly granular and sophisticated. Today’s PPC landscape has reached such sophistication that staying competitive requires more than just knowing how to run PPC ads on multiple platforms.
Of course, executing paid traffic campaigns requires platform-specific knowledge. Thorough experience in using Adwords and delivering influential Facebook campaigns are considered prerequisite and elementary among experienced campaign managers.
However, competitive advantage is only gained when PPC campaign managers are are able to coordinate effective multi-platform advertising campaigns. Coordinating multiple angles of approach for different audiences and their corresponding social platforms, and considering user data, such as peak hours and click through rates, to hypothesize and test consumption probabilities are just two facets of a truly effective and competitive campaign.
For the most competitive results, including advertising cost efficiency, it’s not enough to mindlessly blast out a barrage of advertisements. What separates the rookies from the big leagues is the constant innovation and scientific approach — exemplified by our very own PPC manager, Brandon Koerner.
The following scenario exemplifies some simplified nuances that profitable PPC campaigns must consider.
Say you’re a business attorney trying to reach out to prospective clientele through social channels. Now, we know that LinkedIn is a very popular platform for professionals seeking business connections, making it a relevant and prosperous platform on which to initiate a business attorney’s campaign.
On the other hand, LinkedIn wouldn’t make as much sense for most divorce attorneys, because it wouldn’t be an efficient means of targeting a specific audience – after all, business professionals aren’t the only ones getting divorced! There are many other platforms (such as Facebook) that can target an audience in need of divorce-related legal assistance more efficiently, and at lower cost.
Different PPC platforms perform different functions by appealing to disparate audiences (with necessary overlap in some cases) in different ways. And so, in order to effectively leverage PPC ad space, campaign managers are required to understand not only how to actually implement and run ads, but also how to design effective campaigns in the first place, targeting potential clients where they actually spend their time online.
Having executed a large number of successful campaigns in the law firm marketing industry, we’ve gained a lot of stats on which platforms are most efficient in reaching your target market(s). Whether you’re an attorney practicing in Personal Injury, Family Law, Business Law or any other area, chances are that we’ve executed a similar campaign.
Below, we’ve outlined some of our preferred campaign platforms for effective law firm PPC advertising. Most of the PPC ads that show returns for law firms are provided by Google. This is due to the typical decision making process that warrants a client retaining a law firm — in the majority of cases, clients who actually need legal services act quickly when they’re in need of representation, and infrequently look for services when they don’t need legal assistance. To put it simply, clients only look for law firms when they need help, and when they need help, they hop on Google (although Bing arguably holds nearly 30% of the search engine market - we touch on this later). This is also why CPC ads work so well for law firms (CPC ads are the ones that show up at the top of Google’s search results page, above organic results).
In addition to PPC ads, Google offers diversified advertising options for varying needs. Call Only ads work immensley well for mobile devices, which are steadily poised to continue growing as a search medium alternative. Paired with the steady increase in both usage and capability of the average mobile device, mobile searches are not a trend marketers and businesses can afford to ignore.
Last year, in fact, Google confirmed that more searches now take place on mobile devices than on desktops/laptops. Call Only ads enable law firms to connect with the select group of users on mobile devices, and present immediate, actionable steps toward conversion.
Like Adwords, the Google Display Network allows you to access a tremendous amount of data and targeting (and retargeting) options. You can have ads displayed based on keywords, topics, or manually. You can even target users based on sites that they’ve visited in the past. The possibilities really are endless.
But of course, with that comes a need to really understand how to manage the platform properly, and how to use it in conjunction with other platforms to promote a campaign. As we mentioned above, prospective clients for law firms don’t search for law firm services until they need law firm services (we have yet to hear about a client going on a binge shopping spree for legal services). Because of this, it’s important that the right targeting options are used in order to reach the right audience at the right time.
One of the most important factors for law firm PPC marketing is defining your audience. For many of the firms that we work with, that means targeting very specific locales. If you’re an attorney in Albany, NY, you aren’t going to want to pay for PPC ad space for all of New York. Not only would it be very expensive, but it almost certainly wouldn’t yield results.
This is why Facebook ads work so well for many attorneys. Facebook has an enormous amount of data available about their users (just like Google), which gives their advertising platform the versatility needed to target very specific locales and regions, along with a lot of other factors. In addition, Facebook advertising tends to be cheaper than other platforms, and can work well in conjunction with a strong social media presence.
YouTube video ads are a great option for attorneys looking to develop a marketing presence in what many claim to be the second largest search engine online. While we don’t produce YouTube videos (yet!), our team can ensure that, as with Google, you optimize your content and listings to help bolster your videos’ rankings.
While discounted by many as not being worth the time — can be helpful in some situations. As with all other platforms, Bing users are generally of a different variety than Google users, which means that you have some targeting decisions to make. At the same time, if you’re looking to market yourself heavily across many platforms, it may make sense to pursue Bing ad space. It’s hard to discount the fact that, according to a report from last year, Bing has reached 20 percent or more of search volume, and up to one-third if you factor in their deal with Yahoo.