Expert PPC Management for Lawyers
What is PPC Marketing?
You know that text listing at the very top of a search engine result page that says “Ad” next to it? Some companies pay a lot of money to be the number one result. Proper PPC management can efficiently keep those costs at bay.
PPC advertisements are typically charged on a cost-per-click (CPC) basis when a search engine user clicks on your ad and then visits your website. The amount you are ultimately charged per click is based on an auction, which is determined by several factors, including your maximum bid, competitor bids, and the relevance of your keyword to the ad copy and website.
So for one ad to be shown multiple times a day can add up, unless you have the right company to partner with to oversee your Google Ads Management daily.
The ENX2 Marketing Approach to PPC Advertising
When it comes to Google Ads and PPC advertising, we don’t believe in a cookie-cutter approach to managing your campaigns. Each client has a unique set of goals, challenges, and opportunities.
This is not a “set it and forget it” type of advertising channel, although many legal marketing companies will do just that. Campaigns like this need to be watered and tended to each day for them to grow and get exposure to the sunlight that is a search engine.
Ongoing hands-on monitoring and optimization techniques are employed by ENX2 to ensure your Google Ads campaigns are producing at a high level. And as a Google Partner, our advertisements get noticed!
The overall objective of PPC management for lawyers is to drive quality traffic to your website, with the ultimate goal of converting that traffic into viable leads.
In order to measure the success of this goal, it is imperative that Key Performance Indicator (KPI) data is measured and monitored, and that all relevant interactions with users are properly tracked and correctly attributed to their originating sources.
Without each of these touchpoints being tracked, it isn’t possible to accurately assess the performance of your Google Ads campaigns.
The following is a list of potential trackable conversion actions:
- Ad phone calls
- Website phone calls
- Contact us forms
Our Wilkes-Barre law firm PPC agency routinely analyzes KPI’s, and also conducts monthly reporting to make sure you are getting the best bang for your buck and that you have transparency with the work we do.
Initial Pay-Per-Click Strategy
Based upon our initial research and guided by your business objectives, we develop and implement a PPC strategy to best achieve results for optimal ad visibility, strong Quality Score, and appropriate allocation and management of your custom budget.
This strategy includes:
- Creating laser-focused groupings of keywords pertaining to your priority products or services
- Aligning campaigns, ad groups, keywords, and ads to best leverage relevance, and in turn, help decrease average cost per click (CPC)
- Establishing the keyword bidding structure that best suits your suite of products or services, while staying within budget and maintaining an edge against your competitors
- Defining quantitative goals and key performance indicators
- Drafting custom ad copy and ad extensions with sufficient variations for optimal A/B testing
- Choosing and testing landing pages to which relevant PPC traffic is driven to help promote conversion opportunities
- Creating, testing, and launching appropriate conversion tracking installation against which performance can be benchmarked
- Working in tandem with our full-service team to ensure PPC strategies are complementary to other online marketing and web development efforts
Ongoing Pay-Per-Click Optimization
A vital element in the success of law firm PPC services is ongoing optimization. Employing our data-driven approach, we perform continuous monitoring and tracking of search activity to optimize results.
Additionally, our pay-per-click consultants for lawyers use analytics to determine the most effective spending distribution and make budgetary recommendations as needed.
Our focus is on your ROI, lead quality, and website exposure.
Optimization opportunities and strategies include:
- Keyword optimization based on keyword match type, click volume, conversion rate, the performance of long-tail keywords and core keywords
- Bid optimization based on keyword average position, first page bids, click-through-rate, and conversion rate
- Ad placement optimization based on search network and content network exposure as well as managing display network placement
- Ad copy optimization based on click-through rate, conversion rate, A/B testing performance, visibility, and relevance of clicks
- Landing page optimization and recommendations to increase conversion rate, align landing page message with keywords and ad copy to enhance quality scores
Get Your Ads Seen with Our Law Firm PPC Services
If you are interested in getting the best results for your ads through rigorous PPC management, then you’re looking at the right people.
Contact our law firm PPC agency today for more information.