Pay-per-click advertising (a.k.a. PPC) can be expensive, but it can also bring in new business.
PPC works something like this:
- You choose keywords that are appropriate to your law practice, such as “misdiagnosed cancer in Dallas.”
- You decide how much you are willing to pay for your campaign and then bid on keywords. You then pay when someone clicks on your advertisement.
- Google, Yahoo!, Bing or whatever search engine you use to advertise, will place your ad in the search results when someone types in one of your keywords.
- As soon as someone clicks on your ad, he or she will be taken to a landing page (the page your website visitors arrive at after clicking on a link).
The mistake that most attorneys make in PPC campaigns has to do with #4 in the list above. They throw thousands of dollars toward this form of marketing, but don’t take the final (and most important) step, which is crafting a landing page that encourages contacts.
Having your PPC ads point to your home page is not ideal.
People won’t necessarily know what to do when they get to your website, especially if they are presented with a page that lists information that is not relevant to their situation. You need to give your prospects quick answers. They are not going to take the time to click through the various pages on your website.
Create an effective landing page.
A landing page that is specifically designed for your PPC campaign is the best route to go. An effective landing page provides Web visitors with immediate answers to their questions. It shows, in a concise manner, that you have the solution they have been looking for. Your prospects should also be given a compelling reason to contact you. For example, if they fill out your online form, will they get a free book?
If you want to maximize the potential of your PPC advertising, then you should test various landing pages. Make the pages a little different and run a test to see which one performs the best.
If you are looking for help with your pay-per-click campaign, contact our Internet marketing experts at 888.886.0939. We know what it takes to succeed online and how to convert more Web visitors into contacts.
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