5 PPC Optimization Mistakes Every Lawyer Should Avoid
Is your PPC campaign performing well? Are you reaching the consumers relevant to your field of law and making conversions?
If you are unsure about your answers, you need to take a closer look at your PPC optimization strategies.
Google AdWords is a whole world of tools and systems to best place you in front of a consumer, but many law firms are missing the mark.
Here Are the 5 PPC Optimization Mistakes for Every Lawyer to Avoid
1. Failing to Claim Your Brand
Many lawyers only focus on competitive keywords in order to generate leads against the competition.
Your firm may be bidding on common words like “worker’s compensation” or “motor accidents”. However, failing to bid on your brand, like “DeSalvo Law,” is like failing to get insurance for it.
This is because although competitors are not allowed to use your brand in their copy, they can still bid on your brand as a keyword. It gives them an upper hand to appear in front of consumers searching specifically for you.
Paying for your brand can also help SEO strategies because you will rank in both paid and organic search.
2. Not Using Quality Score
Speaking of SEO, have you utilized your quality score yet?
For PPC optimization, a higher quality score can mean a lower cost per click. The better your pages match your keyword campaigns, the better your score ranks on a scale from 1 – 10. This means consistent good rankings can stretch your dollars a little further.
Google’s algorithms are essentially rewarding you for providing relevant, good content to consumers on your landing pages.
Aligning your keywords and content for a better quality score by default improves your organic search performance. The more consistent your efforts, the better you are aligning two powerful online strategies.
3. Matching Incorrectly
There are three types of matches available on AdWords.
Broad matches spend your dollars every time a keyword is used in a search. It does not rely on a specific order of words like a long-tail keyword might. This may leave you vulnerable to wasting money on searches not relevant to your services, if a user clicks on your ad.
Exact matches are as they sound — they only generate your ad when users search the exact term you bid on.
Phrase matches are a sweet-spot between broad and exact. They eliminate the risk of running an ad for uninterested consumers, while still having a wider reach than exact searches.
4. Using the Wrong Copy
Keywords get you in front of a consumer, but ad copy is the tool firms use to get consumers to buy-in.
Your headline and description need to get right to the point to hook a potential consumer. For the best results, make your headline a clear message with a strong call to action.
This can be the difference between a consumer scrolling past your ad or choosing to go to your website.
5. Overlooking Ad Extensions
Extensions are the ability to include your phone number, address, or reviews in your ad.
They help place the most relevant information in front of the consumer. Some people like the ability to be able to contact you right away or see your credibility based on consumer reviews.
Plus, using ad extensions allows you to make your ad descriptions more specific.
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