In my experience auditing various law firm pay-per-click (PPC) accounts, I have found that firms often make similar mistakes in setting up and managing their PPC accounts. These mistakes can end up costing the firm thousands of dollars in irrelevant ad spend. The key to successful PPC is targeting the most appropriate audience in the most cost-effective way possible. Let’s go through some of these common PPC mistakes and make sure your firm is not wasting its advertising budget.
1. Poor Geographic-Targeting
The beauty of PPC is its ability to target people living in or around your firm’s office location. However, in many cases, firms mistakenly target the entire United States instead of their relatively small geographic location. When setting up your law firm’s PPC campaign it is critical that you adjust the area you want your ads targeted. The default setting is the entire United States. If this is not changed, you could find yourself spending a ton of money on traffic that is much less likely to bring your firm cases.
2. Targeting the Search & Display Network In The Same Campaign
Another common mistake firms make is having their PPC campaigns running on both the search and display networks in the same campaign – Google used to call this “Search Network With Display Select,” now you have the option to opt in to the Display Network in your network settings. Either way, this is terrible. The biggest issue here is that you can exhaust your daily budget on one network – Display – and then miss opportunities for more highly targeted users who are searching with greater intent on the Search network
If this setting is turned on, and you leave the default settings, you could easily show your ads to thousands of people who may have no interest in hiring an attorney. It is extremely important to separate your different ad types and targeting methods into different campaigns – keep especially now with the different video and YouTube options available to display network campaigns. Not only will you make sure you’re spending your budgets wisely on each network, but you will be better equipped to utilize the targeting methods unique to each platform
3. Poorly Chosen Keywords
It is important to have a variety of keyword match types in order to garner both significant and relevant traffic. The majority of inexperienced PPC managers will put a large list of broad match keywords into their campaigns and start spending money. The problem with this approach is that you will attract a lot of irrelevant traffic to your site. For example, if you Google search “attorney jobs,” you will see firms appearing in the paid search ads. However, the attorneys who placed the ads are not targeting people looking for jobs; they want to reach people who have been injured at work or those looking to hire an attorney. This is a common mistake with broad match keywords. It is important that if you use broad match keywords you also add negative keywords to your accounts or you will continue to spend your budget without getting quality leads. It is recommended that you use broad match modifier keywords as opposed to broad match because they will eliminate the really irrelevant traffic which broad match keywords might attract. Your keyword selection process is one of the most significant steps in setting up your PPC account, so it is important to take the time to effectively craft a thorough keyword list.
4. No Conversion Tracking
The most frustrating mistake I see is when a law firm is not tracking conversions (leads) that are generated from their PPC campaign. It is impossible to see how effective your PPC is operating when you do not have conversion tracking implemented. It is also extremely important to track all of your conversion funnels: calls, chats, form fills, etc. This will allow you to properly calculate the ROI and make informed optimizations to your campaigns. Accurate conversion tracking is so important that it is a good idea to perform a regular test conversion to make sure you’re tracking everything you need to be tracking.
5. Poor Ad Copy
It is extremely important for the ad to reflect the keywords you are targeting. Put keywords into your ad copy for which you are serving the ad. Not only will your ad be more relevant but the keywords in it are going to be bold. It is also critical to have strong calls to action in order to compel the user to click your ad over the countless others. If your ad has similar wording to the user’s search query as well as a strong call to action, your ad will have a marked advantage over the competition. This will improve the click-through rate of your ads and the quality score of your keywords. The better your quality score the less you will have to spend per click, so always strive to improve your quality score and save money.
The five mistakes I’ve listed occur all too frequently in law firm PPC campaigns. But there is hope — adjustments can be made to improve your return on investment and maximize efficiencies across the campaign. If you are unsure of how to fix the settings on your PPC or want to learn more ways to improve your online marketing campaign, Get In Touch With Us.