PPC Marketing for Law Firms

Pay Per Click (PPC)

Pay-per-click advertising: also known as PPC or CPC (cost-per-click). A form on digital marketing where advertisers bid on advertising space in search engines and pay a fee for each click the ad generates.

Perform a Google search for an attorney in your area and you’ll notice that ads are the first thing you see. In the legal industry, the first four listings in Google search results are almost always ads. Pay-per-click advertising is an immediate way to get noticed by searchers in your area, and you only pay when someone clicks on your ad.

Sounds like a no-brainer, right? The truth is that PPC for law firms is extremely complex, and that complexity can result in frustration.

As a marketing vehicle, paid search has the potential to yield an exceptionally high return on your investment. That doesn’t mean it always does. Effective PPC management requires careful planning, analysis and a deep understanding of the legal industry.

It’s likely that one of the following scenarios describes your experience with PPC: You want your firm to have exposure in Google ads but you’re not sure where to start. You’ve tried PPC advertising and it hasn’t worked for you. You’ve struggled to understand the results of your campaigns and question whether you’ve actually received any qualified leads.

At Postali, our team has a deep understanding of Google Adwords and Bing Ads. We’ll build campaigns and continuously optimize to ensure you’re getting quality leads. We provide detailed reporting and analytics so you’ll understand how your marketing dollars are being spent and the results your PPC campaigns are yielding. Our comprehensive strategy includes:

Budget Analysis
Creative Ad Copy
Geo-Targeting
Mobile Strategy
Optimized Ad Scheduling
Detailed Tracking & Analysis

There are some deeply entrenched competitors for personal injury in Chicago, but to go from #180 on a list of 200+ competitors to the top 10 in a short time has been nothing less than remarkable!”

Jared Staver, Staver Accident Injury Lawyers, P.C.

Our Awards

2

Sites Won

9

Sites Won

11

Sites Won

15

Sites Won

What’s the benefit of PPC?

Trigger 1

It yields instant results

While SEO is a long-term strategy that requires substantial up-front work and can take months produce results, PPC advertising is instant. This makes it an especially attractive option for law firms who have recently built or re-designed their website, as it provides a source of lead generation while your organic search efforts are ramping up.

At Postali, we often see that an optimized PPC campaign has a significantly higher conversion rate than all other marketing vehicles. Conversion rates for PPC are often at least double that of SEO. While channels like organic search and social media cast a wide net, paid search is highly targeted. Your ads, if properly set up, are only shown to the users with the highest potential to convert into clients of your firm.

Why Postali?

PPC in the legal industry is competitive. Most analyses conclude that keywords related to attorneys are within the top 5 most expensive keywords to bid on. PPC is an investment, but the reason for the high level of competition among attorneys it simple: It works. This often makes PPC a worthwhile investment for law firms.

We're A Team Of Specialists
We Excel In The Industry
We Help You Stand Out

PPC management agencies are abundant. As an attorney, you probably receive several e-mails a week advertising these services. At Postali, we believe that our specialized experience working with law firms is the difference-maker.
We know search behavior for your practice areas

We know the keywords at the deepest level and can translate your firm’s business goal into a campaign that exceeds them. Of course, keywords that contain “lawyer” or “attorney” tend to have the highest potential to convert into leads for your business.

However, there are keyword groups that are often overlooked and have high conversion potential for lawyers. In criminal defense, keywords containing “charged” is one example. This information can be used in two scenarios. It will expand cases at a lower cost for firms who already have a strong presence for terms like “criminal defense lawyer.” It could also be an entry point into paid search for attorneys looking to start paid search at a lower budget.

This deep understanding of the likelihood of certain keywords to convert allows us to craft more effective campaigns.

Strategy and Negative Keywords

In the legal industry, we’ve found that proper use of negative keywords is crucial to a successful strategy. Negative keywords are keywords where you do not want your ad to show. For example, you can opt for your ad not to show for any keywords containing “free” or “cheap.”

Many attorneys overspend on PPC and do not see results because their strategies simply aren’t targeted enough. We believe that a in-depth review of negative keywords and ongoing analysis is imperative, but something that is often overlooked.
Our keyword strategy is comprehensive to ensure success

At Postali, we’ve developed a database of over 3,000 negative keywords separated by practice area. For example, “pro bono” is typically a good negative keyword to consider for criminal defense, but an attorney in a different practice area may want to include it.

A comprehensive list of negative keywords ensures that your campaign dollars are being spent on your target market and not wasted on keywords that will not convert. The more relevant your keywords are, the more effective your PPC campaigns will be.

What We Do

PPC

Pay Per Click (PPC)

Jared Staver, Staver Accident Injury Lawyers, P.C.

Our Awards

2

Sites Won

9

Sites Won

11

Sites Won

15

Sites Won

What’s the benefit of PPC?

Why Postali?

The Postali Legal PPC Process

Here’s what you can expect from Postali:

Have we convinced you yet?

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