A lot of businesses that spend on online advertising rely on PPC or Pay-per-click campaigns. These campaigns are usually more effective than its PPV or Pay=per-view counterpart because they tend to lead to more targeted audiences and bigger conversions.
According to Lawyers of Distinction, there are some great benefits in availing for a PPC campaign:
- They lead to better conversions that actually make a sale. In this type of online advertising, you only pay for clicks. This means that the people who are most likely to click on your ad are the ones who are interested in what you have to offer.
- PPC campaigns are more effective than PPV when it comes to cost. Legal firms rely on customers that need to respond to ads in such a way that they will inquire about legal services so a PPC campaign would be appropriate and will most likely get the better ROI (return on investment).
- They perform better when used with the right keywords. If you are able to find a keyword with a competitive pricing, you can get good results with your campaign.
The main hurdle for legal business owners when it comes to PPC campaigns are the costs it incurs with a lack of ROI. What are some effective ways to solve this problem? This article highlights 5 great tips to maximize the budget for your PPC campaign.
How to Get the Most Out of Your Legal Firms PPC Campaign
1. Monitor all your campaigns and sort them by keyword
Keywords are important for PPC Campaigns such as Google Adwords. They help locate which websites your ads will be on. Sometimes, poorly planned keyword use in PPC campaigns is what makes advertisers spend too much money with little return on investment. To avoid this, you need to monitor all your PPC campaigns by keyword. See which ones lead to more conversions, and prioritize these campaigns on your list. You can either spend more on your PPC campaigns with the most conversions or eliminate those which do not produce results.
2. Eliminate all costly keywords that produce minimal results
Another thing to take note of is costly keywords that lead to no conversions. Lawyers of Distinction suggests making a list of your high-costing keywords are eliminate at least the bottom 3 that did not produce any conversions such as clicks or opt-in offers. It is better to experiment with more affordable keywords rather than paying for expensive ones that make no results. Legal firms would usually have high-costing keywords, so it is better to be wise with your options.
3. Find the best time of the day for your campaigns
If you have social media PPC campaigns, do your research about the best time of the day to post per each platform. As a general rule, most users would be engaged after work hours, such as 8 pm onwards. Placing your campaigns at the most optimal time of the day in your social media accounts will be more effective than just randomly choosing times that do not produce the same result. Some tools also offer optimized scheduling, as they have developed an algorithm that posts your ads at the best time per keyword.
4. Use demographic-based PPC campaigns
Aside from scheduling and keyword use, it is also important to take note of demographics when it comes to PPC campaigns. For example, if you are a legal firm specializing in company taxes, it is better to target your advertising in your city or state. You can also specify the age groups in which your ads will be shown. This way, you can eliminate the chances of your ads being shown to audiences who are less likely to be interested in your services. The best way to do this is to take a look at your previous client base. What are the demographics of your clients who need services on a specific need, such as a divorce process, personal injury, taxation, or other legal matters? Your previous clients can say a lot about how to make your PPC campaigns more effective.
5. Also consider device-based PPC campaigns
PPC campaigns can also be sorted through the medium they are presented. For example, you can observe results if you have more click-throughs in a mobile device compared to a desktop. See which ones produce the best result and invest 80% of your budget on those campaigns.
Lawyers of Distinction shows us that the main point is to observe which campaigns produce the best return on investment. By doing your appropriate research, looking at the results, and using ones which produce the best conversions, you can make your PPC campaign more effective for your legal firm.