If you practice law and you would like to invest in SEO and/or PPC, we have bad and good news for you: The bad news is that the keywords related to legal services are amongst the most expensive keywords on Google. On the other hand, the good news is: PPC works for law firms, and you can get a lot of clients through Google Ads if you know what you are doing.
If you are not sure about what you are doing, you can end up seeing an average of $100 per click and not a good return quickly. Then, you may abandon advertising on Google altogether and thinking that far from working for you, it is just a waste of money and energy. We have been helping law firms for over 15 years now, and we know that that is not the case. We can make it work for you. We are used to managing big accounts and high budgets on Google Ads. Please check some of the amazing results we have delivered for some of our happy clients here:
//www.webrageous.com/pay-per-click/personal-injury-attorney-results-from-adwords
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Before you jump into adding them all to your Google Ads account, there are a few things that you will need to consider:
- Your area of practice. There might be a few keywords that are not related to your business or that you will not want to target. You will have to decide on the keywords you would like to use and have your own personal keyword phrases list. This is something you need to bear in mind every time you carry out keyword research, whichever the tool or keyword list you use.
- Location targeting. It would be best if, once you have prepared your own keyword list, you run it into any of the available tools that let you see the average monthly searches for each of your keywords, as well as how much would that plan cost you by location, approximately. Traffic and price per keyword can differ drastically from one location to another. Some of the tools you can use include keyword planner from Google or SEMrush.
- Match type. It is very important that you are aware of the different match types in Google Ads, as each of them behave differently.
- Negative keywords. These are as important as the keywords you will target, as they prevent your ads from showing for searches that are not relevant at all for your business. Two negative keywords that we usually add in all Google Ads campaigns are “free” and “pro bono”. You can, of course, advertise your free consultation on your ad copy, but we don’t believe it is a good idea that your ad shows when someone is not prepared to pay for your services. In the end of the day, you are paying for each click to your ads. These negative keywords are at the campaign level. You might also want to add negative keywords at the ad group level. For example, you might add “contractor” and “tenant” to your legal help ad group.
- Organize all the keywords in your own keyword list by themes in order to proceed to group them in ad groups. This is very important, not only because it helps you to see the data easily, but because your ads and your landing pages need to be related to these.
Keyword Research, Analysis and Selection is Just one of the Many Components of Google Ads
We have just started with what is needed to set up and run a successful Google Ads strategy in this article. You also need to write winning ad copy, relevant web copy and content, deciding on which extensions you will be using, your bidding strategy, setting up and checking your conversion tracking code, and this is to start with. Once your campaigns are launched, you will need to manage them and optimize them. This is a daily job that we love doing, and we are very good at it.
Please don’t hesitate to reach out to us if you need full service management for Google Ads at 855-945-1596.
Webrageous is an A+ Rated by the BBB boutique PPC agency with more than 15 years setting up and managing Google Ads accounts.