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PPC for the Legal Sector
Pay-Per-Click or PPC in industry language is a form of internet marketing where you pay a fee each time someone clicks on your ad. Essentially, it’s a way of buying visitors to your website, rather than attempting to get them from organic search results.
All law firms should be doing some kind of Paid Search advertising. A successful PPC campaign is forged not just on a real understanding of the mechanics of PPC but also on innovative ideas, nous and great data analytics. That AND having a great relationship with you, the client, to ensure we meet your specific aims.
PPC can be done in a number of ways, on a number of platforms. Below is a brief explanation of each:-
Search engine PPC
This is advertising where you bid for ad placement in a search engine’s sponsored links when someone searches on a key word or phrase that is related to your business. For example if you search for ‘solicitor in bristol’ the ads that show in the top spots in google are
Local PPC Advertising
Are you a law firm for whom the majority of your clients are within a defined radius of your location(s)? If so, then our Local PPC Advertising service is for you.
With this service we have already created the “ideal campaign” that a law firm should use. We then tailor this template to remove legal work you do not do and add in anything we have not covered that you do. We have already done the leg work to estimate what keywords are likely to work which is why our setup fees are as low as £199 with monthly management fees from £99.
This lets you show ads to people who have visited your website before. When people leave your website, remarketing helps you reconnect with them by showing relevant ads as they browse other websites. Remarketing needs to be handled sensitively, and the recency and frequency with ads shown needs to be carefully planned so you do not alienate the visitor.
Social Media Advertising
This service provides advertising on social networking sites, primarily Facebook, and LinkedIn, but also now including Twitter.
One of the major benefits of advertising on a social networking site is that law firms can take advantage of the users demographic information and target their ads appropriately. One of the most successful campaigns we’ve seen was on Facebook, targeting 40 year old plus, male & female who had been engaged for less than six months, within 25 miles of a specific location. The advert? Pre-nups!
Social media ad campaigns are becoming an increasingly important part of the law firm marketing mix due to this demographic targeting that is possible.