ADVERTISING FOR LAW FIRMS
What Is PPC?
Pay-per-click (PPC) advertising ― sometimes referred to as “paid digital advertising” ― has become one of the most common, popular, and lucrative forms of advertising in the world. There are 2.3 million searches conducted on Google every minute, and most of these searches will take the user to a search engine results page (SERP) containing paid advertising that was created using the Google AdWords platform.
Perform any Google search related to attorney services and see for yourself: the overwhelming majority of SERPs feature at least one paid ad above the organic results, if not three or four. Millions of search engine users click on these ads every month, and if you don’t capture your share of these valuable clicks, you can bet your top competitors will.
PPC Is Simple and Transparent with LaFleur
At LaFleur, PPC is an integral component of the holistic online marketing strategies that we implement for law firms. As an official Google Partner, we have the skill, experience, and resources available to effectively and affordably manage and optimize your PPC efforts. We build your campaigns from the ground up by writing compelling copy for landing pages and ads, developing a keyword strategy, optimizing bidding, performing in-depth analytics, and more. In doing so, we make sure that you get the most out of your budget while boosting your content, clicks, and conversions.
Most importantly, we handle your paid advertising strategy in a transparent way that gives you complete access to and control over your PPC campaigns — even if you decide to leave us. Our dedication to transparency allows you to remain in the loop regarding your PPC efforts and ensures smooth communication between you and the team at LaFleur.
How Does PPC Work?
When we talk about PPC, we’re really talking about three separate (but still connected) campaign types ― search, display, and remarketing. Each of these can be broken down into individual ad groups depending on the specific audience you’re hoping to target.
Let’s take a closer look at each of these campaign types and how our PPC team uses them to create targeted, efficient paid advertising strategies for clients.
- Search: Search campaigns are usually what come to mind when people initially think of PPC. These text ads appear on search engine results pages when a user types in a query. Search users see these ads when their search matches a key phrase that an advertiser has added to their queue in the Google AdWords interface. Depending on how targeted and specific you want your campaign to be, you can use several different keyword match type variations.
- Display: Unlike search campaigns, display advertisements do not appear on search engine results pages. Instead, they are the embedded, image-based ads that are displayed on partner websites within the Google network. These are the banner ads that you see when reading an online article, either in-line with the content or in the margins above, to the sides, or near the bottom of a webpage.
The biggest difference between search and display is based on the advertiser’s goals. Search advertising is highly targeted toward individuals who are already on the path toward a final decision, whereas display advertising builds awareness and plants seeds within a potential client’s mind that may come to fruition at any time.
- Remarketing: Remarketing should be used as an integral component of both search and display advertising. The remarketing process is simple: a user visits your website, a cookie is dropped on their browser, and for a defined period, your firm’s advertisement follows them throughout their virtual journey. So, regardless of where the user came from (social media, PPC, direct, etc.), the advertisement (search or display) will appear at regular, defined intervals.
LaFleur: Helping Law Firms Get the Most Out of Every Click
At LaFleur, we combine years of experience with best practices, cutting-edge innovations, and a client-first focus to create integrated, intelligent PPC campaigns that maximize investment and result in more — and better — clients for your firm.
Not Ready to Talk With Someone Yet?
If you’re not ready to discuss PPC today, that’s okay. We have lots of free resources that will help you gain a clearer understanding of paid digital advertising and how it can benefit your firm:
D’Onfro, J. (2016, March 27). Here's a reminder of just how huge Google search truly is. Business Insider. Retrieved from http://www.businessinsider.com/google-search-engine-facts-2016-3/#in-1998-the-year-google-officially-launched-users-were-making-about-500000-searches-per-day-now-there-are-more-than-23-million-google-searches-per-minute-2