Paid search advertising, also known as pay-per-click advertising, is a great way to get new visitors to your firm’s site. Your site will receive special placement on search engines like Google, in exchange for a fee paid for each visitor who clicks on your ad.
One of the biggest advantages of paid search advertising is its flexibility. You choose the ad copy, keywords, and imagery to fit your target audience. You even get to select the time of day your ads will run. With that in mind, here are three tips to help you get the most out of paid search advertising:
1. Be Consistent
Don’t let an inconsistent message get between you and prospective clients. Your online ads should flow together to create synergy. Make sure your ad copy, landing pages, and key words all share a unified message.
2. Don’t Set It and Forget It
Managing your online ads is an active process. The popularity of keywords can change over time and the cost-per-click can fluctuate. You should stay on top of these changes in order to ensure that your ads are optimized.
3. Keep the Click Through Rate High
Your click through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is seen. The higher your CTR is, the better. So how exactly do you boost your CTR? You should experiment with different ad copy and imagery in order to find your firm’s sweet spot. For example, if your firm has a variety of different practice areas, you may want to include ad extensions to direct consumers to the relevant pages of your firm’s site.
It may take some time to get the hang of it, but online advertising can have a significant payoff for your firm. If you have questions about online marketing or would like some help from the experts, contact FindLaw to get in touch with a local marketing consultant.
Eric Reinhard, Product Portfolio Manager
with Corey Licht, FindLaw Audience Team