Google Adwords is an advertising service by Google to convert website visitors into prospects for your law firm marketing. It can help you to be noticed by interested customers. Google AdWords for your law firm will increase your ROI and the quality of leads.
Adwords alone has a strong potential to improve your law firm.
Up to 80% of search results now, include Google AdWords placements, and they are covering nearly 85% of the space above the fold on the SERP.
1. Concentrate on long tail keywords
The head terms like “lawyer” and “attorney” are astronomically outrageous and only the largest firms can afford to race in that arena. Rather than being general on Adwords, You can focus on other plenty of opportunities to exploit keywords. Focus on long-tail keywords and body keywords to include in a query.
2. Get competitive with negative keywords
Negative keywords help you to keep your campaigns & ad groups directed to reach the right prospects. On the Display Network, your ad is less likely to perform on a website when your negative keywords match the website’s content.
3. Dynamic Keyword Insertion
Dynamic keyword insertion(DKI) is an incredible feature offered in Google Ads, to the advertisers to customize their ad in the paid search campaigns. It dynamically inserts your listed keywords in the group, to your ad text if it matches the customer’s search term.
It’s best described with an example.
4. Exploit an Effective Keyword Bidding Strategy
The cost-effectiveness of running AdWords relies on your progress at keyword bidding. Having a clear-cut idea of what to target and how much to bid will increase the cost-effectiveness.
With keyword bidding, you have alternatives like targeting the CPA, where Google alters the keywords bids via its algorithm to satisfy your quoted cost per lead, targeting the position where your bid is altered to gain a spot on the first page of SERP.
5. Bid on your own branded term
If you don’t bid on your brand terms, you might have a chance of facing “brand-jacking”. Your competitors might use your brand name in their ad group.
Also, keep in mind that you pay less than your competitor if you bid for your own brand. Such way of bidding helps you to defend your brand in Google’s SERP.
6. Use a mixture of keyword match types
Since all keywords are not equal, you can group them based on their matches. Match varieties for keywords can be
Broad match:
You can use broad match keywords if your search campaign is from scratch. Broad match allows a keyword trigger your ad to display whenever some search for similar phrases, misspellings, plural forms, and other variations. Example Keyword: Family lawyer Example keyword: Child custody lawyers
Broad Match Modified:
You can use + sign along with your keyword to modify the broad match keyword. Ads may show on hunts that involve changed broad match keywords in any order.
Phrase match:
It shows ad only when someone searches for the exact phrase or close variations including singular & plural forms, misspellings, acronyms, and accents. Example keyword: “family lawyer” Example search: family lawyer in Houston
Exact match:
Ads may show on searches that meet the exact term or are close variations of that exact term. Close variations here may also involve a reordering of words if it doesn’t change the meaning, and the addition or removal of function words like prepositions, articles, & other words that don’t influence the intent of a search
Example keyword: [criminal lawyer] Example search: criminal lawyer
Conclusion
Adwords can be a powerful tool in generating a consecutive stream of qualified leads for your law firms. You can implement the above-mentioned techniques or better get help from the experts at Law Firm Marketing to get benefit from the exposure and visibility in search results.