Pay-per-click campaigns in Google, Facebook, or other platforms offer advantages to lawyers and law firms trying to find potential clients.
Pay-per-click campaigns allow law firms to immediately scale up their marketing efforts. This can be especially useful for emerging product liability or mass torts dockets.
Once a firm has made the decision to target a particular litigation area, they can have a pay-per-click campaign up and running on Google or Facebook just as soon as their ads are approved, giving them a window to beat other law firms to the punch when it comes to connecting with potential clients.
But pay-per-clicks have their downsides too: without a proper targeting strategy, law firms could end up spending tens of thousands of dollars on PPCs with little or nothing to show for their efforts.
Read more below about the two keys to finding the right audience that will lead to new clients for your firm with PPCs on Facebook and Google.
Facebook: Audience Targeting
The key to connecting with the right audience for paid search campaigns on Facebook is audience targeting.
With billions of potential users within reach through Facebook ads, a poor audience targeting strategy could lead you to spend thousands on ads that get shown to users with little or no interest in the services your firm is offering.
The first step in audience targeting is geographic targeting. In the case of mass torts or product liability dockets, the audience for your ads could be as wide as the entire United States. For personal injury firms based in a certain area, or dockets that involve only a limited part of the country, targeting can be done on a state-, county-, or even city-wide basis.
However, the key ingredient in running a successful Meta Ads campaign is knowing what groups on Facebook to target. If you’re looking to get start with a paid search campaign on Facebook or Instagram, The Abbery can help you to identify what audiences on Facebook are likely to be potential clients for your firm’s practice areas and set up an ad campaign to target these groups.
Google: Keyword Selection
Google PPCs offer similar geotargeting and demographic targeting options as Facebook.
The key difference between Google PPCs and paid search campaigns on Facebook is that you firm’s primary tool to target your audience will be keyword selection.
In addition to needing to perform keyword research in order to find potential search phrases that will help you connect with actionable potential clients, a successful Google paid search campaign also involves deciding what keyword match types to target with your ads, and segmenting different keyword types and match types into separate ad groups in order to track what portions of your campaign are delivering the best results.
While this all might sound complicated, with the help of the PPC experts at The Abbery, your firm will be able to set up a Google PPC campaign that is fully optimized to help your firm or practice find the maximum number of clients at the lowest possible cost.
Get Help WIth PPCs for Your Law Firm or Practice
If your law firm or legal practice is ready to get started using pay-per-clicks in Google, Facebook, or other platforms to start generating new clients and grow your practice, contact the legal marketing experts at The Abbery to receive a free quote on everything you’ll need to get started with PPCs.
The Abbery has been managing PPCs for lawyers and law firms for more than 15 years. Our paid search campaigns in product liability, personal injury, mass torts, and toxic torts litigation have helped our marketing partners secure thousands of clients and achieve national leadership in their fields of expertise.