Google AdWords for Lawyers | 8 New AdWords Strategies for Law Firms

In today’s age of the internet, having an online presence is very important for gaining business, especially for lawyers. Due to Google’s ever-changing algorithm that affects SEO, many industries now are utilizing both SEO and AdWords strategies to engage with their target customers. Today, everyone is using the internet to learn more details about products, services and any other information that they need. In the case of the legal industry, with the help of the internet, customers can find the best attorney for their case. Lawyers are now using digital marketing through Google AdWords for lawyers to advertise their company with the hopes of gaining clients for their business. Furthermore, this blog will also touch in on the effect of GDPR on Google AdWords campaigns for Law Firms.

For Adwords campaigns for legal companies, the Cost-Per-Click(CPC), Call-To-Action(CTA) and Cost-Per-Action (CPA) play an important role in the overall performance. Many law firms are seeking to find the best formula that will deliver optimal conversion and high click-through rates. Law firms should also note the marketing restrictions set by the Government and Google for the legal industry. The person handling Adwords should be smart and also have the best plan of action in order for their Adwords campaigns to perform well. In this blog, we will provide tips and insights about modern Adwords campaigns for the legal industry that will improve conversion rates and bring in clients for your business.

New Adwords Campaign Strategies & Tips for Law Firms by GVATE LLC

With the help of Adwords, you can improve the online visibility of your business. Law firms that utilize SEO get leads by having their website displayed on the Google search platform, preferably on the first couple of pages. AdWords helps businesses increase their website ranking to the top of the Google search engine results page. Through Adwords, law firms can get a huge range of benefits ranging from getting more potential customers inquiring, easily reaching the targeted audience, affordable costs per acquisition and many others. In the overly competitive landscape of the legal industry, digital marketing is the right choice to improve the online presence of your firm. Many different kinds of lawyers have already started using Adwords campaigns to advertise their business. Here, we will provide simple Adwords campaign tips for the legal industry.

• Google AdWords Competitor Research

The competitor research is one of the most important things that can help you achieve your marketing goals. Competitor research allows lawyers to find their biggest competitor in their area of practice. There are different ways of implementing the competitor research into the Adwords campaign of the attorney such as highlighting certain values that make you better than your competitors and implementing various marketing promotions and sales that will increase click-through rates and get more people calling your firm. It helps law firms outshine their competitors and reach the top position of their space by showcasing their unique value proposition.

• Google AdWords Keyword Research

Sample keyword research for the keyword “Law Firms NYC”

The keywords you are targeting are very powerful when it comes to helping you increase your website visibility in the search engines. After you identify the competitors and clients that you wish to go after, then you can start to research the right keywords for your AdWords campaign. The right keywords to target are the ones that match what potential clients search online. Provided here are simple tools that can help you find the best keywords for your Adwords campaign such as: Google keyword planner, Bing ads, Google trends and many others. The keyword research also includes the estimated click-through rates; daily, weekly and monthly search data and other such information that allows you to select an ideal keyword for your campaign.

• Create a Premium Quality Landing Page

The landing page is critical for advertising your business. You can design a unique landing page for every ad that you wish to run. It helps you attract the right visitors to your website. The landing page contains the content, call to action, headlines and other variables that let the audience know what you offer when they click on your ad.

• Build Targeted Ads

The right targeted advertisement is important for every business that is looking to improve their brand awareness. You need to create Adwords campaigns and other advertisements which target the customer’s interests, geographic location, and income, among many other things. With the help of the latest technology, you can create advertisements that help you stand out from the crowd. The right ads target specific audiences by having relevant content, a call to action, good offers and much more.

Google Trend audience research for the search term “Law firms NYC”

• Offer Online Chat Option

Having an online chat option on the landing page of the law firm website is vital. Many potential clients can ask their questions on the chat and the lawyers can answer their questions. When it comes to legal matters, some people are not comfortable talking on the phone and they would rather message on an online chat to have their questions answered. It is a very simple way for potential customers to ask specific case questions and get in touch with the right person. Data has shown that companies who use live chat are 3 times more likely to convert visitors into customers.

• Evaluate Performance

Nowadays, competitors are working hard to reduce the ad space and take a bigger share of the market. This means that marketing experts have to constantly optimize the AdWords campaign to assure the success of their efforts. They must track conversion metrics regularly such as calls from the website, advertisement clicks, form submissions and many others KPI metrics. You must constantly adjust the Adwords campaign for placement, device targeting, ad schedule, bidding, ad delivery and many other things to improve the return on investment.  

• Use Videos on Your Website

Videos are becoming one of the most popular marketing tools around. A lot of business owners are using video marketing to attract customers to their brand. You can post quality videos on your landing page that can help build a good reputation for your law firm. You can upload things like client testimonials, which showcase the work you’ve done for others and builds up trust in your brand. The video client testimonials help the audience learn more details about your firm and the work that you do. You can try out video services like Wistia to create a creative video for your law firm.

• AdWords and GDPR

The European Union recently launched the GDPR initiative. With GDPR set to go live May 25 of 2018, it is critical to ensure that your ad campaign is up to date to ensure that you are in compliant with the GDPR law. GDPR stands for General Data Protection Regulation. As a law firm, you want to make sure that your privacy policy is up to date. When you collect customer data, you want to make sure that you segment the client information into the country of origin. One of the tools that GVATE uses to help their legal clients segment this list and their leads is Salesforce. Also, law firms must clearly declare to their visitors from Europe their intentions with the collected data. Data includes your name, email, and other unique identifying factors. Law firms or companies who do not comply with the GDPR terms will face up to 20 Million Euro or up to 4% of their annual revenue in fine.

These AdWords campaign tips by GVATE LLC should help you achieve your marketing goals and allow you improve your brand awareness in the legal industry. You must always focus your advertisement on your target market. There are many marketing agencies out that there that you can hire to help your law firm succeed. Luckily, GVATE focuses on AdWords, SEO and Social Media marketing for law firms. They can provide their clients with up-to-date information about the AdWords campaign such as conversion, traffic data, click through rates, price per acquisition and other things that are crucial to the success of your Adwords campaign. Running a great AdWords campaign in the legal industry requires a lot of effort, experience, knowledge of GDPR for international law firms as well as time, which many lawyers simply don’t have. Hiring a good marketing agency can relieve the burden that comes with building and establishing a positive online brand image and awareness. To have a successful AdWords campaign, it is critical to focus on the metrics in order to gauge its effectiveness. Ultimately, that will help you outperform your competitors in your online space. Contact GVATE for a Free AdWords Consultation.