PPC Advertising – Calico Marketing

7 Tips For Law Firms To Secure The Best Results From PPC Advertising

October 9, 2024March 13, 2023 by Calico UK

For any law firm seeking a digital marketing strategy that is one of the most targeted and quickest ways to generate traffic to their website, pay-per-click (PPC) advertising has to be one of the prime options. PPC can assist in increasing the brand awareness of your law firm in your local catchment area, it can target leads so that they are more qualified when they first make contact, and most significantly, it can produce leads that convert better.

We are sure every lawyer reading that would agree those are very attractive benefits of running a PPC campaign. However, the fly in the ointment is that PPC ads have to be planned and created properly. Unfortunately, many PPC campaigns fail because the requisite planning has not been done. Thereafter, the optimisation required to make the ads perform even better is missing too.

For any law firms who wish to ensure that their PPC ads work as well as they hope and thus create a satisfactory return on ad spend investment, there are some relatively simple tips and tactics you can employ to achieve those. Below we have outlined seven of those tips which are proven to improve the results of PPC campaigns for law firms.

Find The Best Keywords: For any PPC ad to be successful, you must find the right keywords. These must be relevant to the legal services you offer and include associated terms and phrases. Use synonyms and longtail keywords to add to the potential numbers of keywords and keyword phrases you can target.

Include Applicable Negative Keywords: This tells Google what keywords you do not want your ad to appear for. For example, the search term “law firm in Perth WA”, you would want, but “commercial law firm in Perth WA”, you would make a negative keyword if you were a divorce or wills lawyer.

7 Little-Known PPC Advertising Tips To Increase Revenue

April 3, 2023July 23, 2021 by Calico UK

Any business which includes PPC advertising as part of its digital marketing strategy will want to ensure that the revenue generated is maximised. Whilst it can contribute to this aim by having an effective sales funnel and highly desirable products, there is a further way. That is to optimise its PPC campaign to the maximum, and it can do so by implementing some little-known PPC advertising tactics.

We say ‘little-known’ because even some marketing agencies are not fully aware of them all, and that means that the vast majority of business owners who are trying to use PPC advertising without expert guidance, will definitely not know of them. What this means for you is that if follow these 7 tips to maximise the returns from your PPC campaigns, then your ROI will be far superior to that being seen by your competition.

Quality Score Optimisation

Whilst most people who wish to market their business will be aware that Google ranks websites organically based on the quality of factors such as content and user experience, they may not be aware that Google also applies a quality score to PPC adverts. If you create high-quality ads that convert and which avoid spammy ad copy, Google can reward you with lower costs per click and higher ad positions.

Use More Than One PPC Platform

Google is the biggest PPC platform, but it is not the only one. Facebook, Microsoft (Bing), Twitter, Instagram and many other platforms also offer PPC advertising. This can benefit you in several ways such as lower costs per click, being able to compete for high volume keywords, and to A/B test ads for little cost. Many advertisers with big budgets ignore the smaller ad platforms leaving them open for smaller companies and budgets.

Is PPC Advertising A Shortcut To Traffic Versus SEO?

April 3, 2023April 1, 2021 by Calico UK

The simple answer to the above question is that it can be, but there are plenty of caveats that must be considered. First, we will be upfront and tell you that PPC advertising, especially on Google or Facebook, can be highly effective in certain circumstances, and if you feel that your business would benefit from it, then please get in touch with us at Slinky and one of our paid advertising specialists will be happy to advise you.

One of the things they might need to clear up with you is exactly how paid advertising online works, as many business owners are not entirely sure. Firstly, PPC advertising does require a significant amount of research and preparation. This involves determining which audience you are going to target, which keywords you wish to bid for, creating the ads themselves, and then assessing your budget and how much you wish to bid for each click.

The wrong thing to do is simply rush in without any preparation and expect to see floods of paid traffic, as it simply will not happen, and instead, you will have wasted your ad budget. So, whilst paid advertising might be somewhat quicker, it is not something that can be rushed.