Pay-Per-Click Advertising Is Part of a Well-Rounded Digital Marketing Campaign for Law Firms


Law firms tend to prioritize substance over style in their digital marketing strategy, and rightfully so.  No amount of splashy graphics can persuade clients to hire an incompetent lawyer, and no social media influencer, no matter how shameless, wants to devote an episode of their show to enthusing about the DUI lawyer that helped her avoid jail time (even if certain shades of lipstick look gorgeous on an ignition interlock device) or the personal injury lawyer who got him a big enough settlement to enable him to travel around the world and eat food in front of the camera.

How Does Pay-Per-Click Advertising Work?

When you hear the term “pay-per-click,” you might assume that you get money every time that someone clicks on your website, but PPC advertising actually works the opposite way.  When a user enters a search query into Google, the search engine results page (SERP) displays the most relevant websites it can find.

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Pay-Per-Click Advertising Is Part of a Well-Rounded Digital Marketing Campaign for Law Firms

Law firms tend to prioritize substance over style in their digital marketing strategy, and rightfully so.  No amount of splashy graphics can persuade clients to hire an incompetent lawyer, and no social media influencer, no matter how shameless, wants to devote an episode of their show to enthusing about the DUI lawyer that helped her avoid jail time (even if certain shades of lipstick look gorgeous on an ignition interlock device) or the personal injury lawyer who got him a big enough settlement to enable him to travel around the world and eat food in front of the camera.  Whoever said that “content is king” in digital marketing must have had law firm marketing in mind.  You can showcase your knowledge of the law on your law firm’s website; the less salesy and the more informative your website is, the more prospective clients will trust you enough to contact you and hire you.  Why, then, would a law firm bother with pay-per-click advertising?  Doesn’t anything where someone trades clicks for money necessarily belong to the seedy underbelly of digital marketing?  In fact, pay-per-click (PPC) advertising can be a valuable part of a robust digital marketing strategy.  The WordPress developers at High Converting Media are also adept at PPC advertising as part of a comprehensive digital marketing agenda.

How Does Pay-Per-Click Advertising Work?

When you hear the term “pay-per-click,” you might assume that you get money every time that someone clicks on your website, but PPC advertising actually works the opposite way.  When a user enters a search query into Google, the search engine results page (SERP) displays the most relevant websites it can find.  Above the most relevant site, though, it includes some paid ads, which are marked as such.  When a user clicks on one of these ads, Google takes them to a landing page through which the user can navigate to the business’s website or fill out an online content form.

Businesses pay to have their ads displayed above the organic search results in response to certain queries.  Instead of simply paying to have your ad display (like you would if you were buying advertising space in a physical newspaper), you pay a small amount (usually a cent or two) every time someone clicks on your ad.  Google asks businesses to bid on search terms that will cause their PPC ads to display.  As you might imagine, search queries like “car accident lawyer Yonkers” and “bankruptcy lawyer Fort Walton Beach” are very competitive.

Why PPC Advertising Matters for Law Firms

The purpose of law firm websites is not simply to advertise the law firm; it is also to provide general information about the law.  People who are entering law-related search queries for this purpose will scroll past the paid ads straight to the organic search results, but people who have just been confronted with a legal problem.  If you came home and found documents taped to your door, informing you that a creditor had filed a lawsuit against you or your spouse had filed for divorce, you would not be able to go on with your day until you had filled out a contact form for a law firm or left a voicemail with a lawyer’s after-hours answering service. Likewise, if a family member called you and asked for help posting bail to get out of jail, you would contact a criminal defense lawyer immediately.  People in those situations are much more likely to click on PPC ads for law firms, and when they do, they are much more likely to hire you.

Hire a Professional Digital Marketing Firm for Maximum Success With PPC Advertising

PPC is a simple concept, but getting a return on your investment with it takes practice and strategy.  The content and layout of your landing page influence the effectiveness of your PPC advertising campaign.  It also pays to bid on the most lucrative search terms to trigger the display of your PPC ad and to save money by not bidding on too many different search terms.  The best way to ensure success with your PPC ad campaign is to entrust it to the professional content marketers at High Converting Media.

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