You’ve Got Questions About Paid Online Ads; We’ve Got Answers!
Few things fill small business owners with trepidation the way paid online advertising does. You throw money at an ad, hoping you chose the right platform (Google? Facebook? An independent service?!) and that your ad converts.
To help you make the best advertising moves for your business (we don’t do cookie-cutter marketing services) we’ve compiled a list of the most commonly asked questions about paid online advertising. Our hope is that our detailed answers will give you the information you need. If not, please do not hesitate to fill out a contact form with your question or call us directly at 888-886-0939.
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The keywords I want to use in my Google AdWords campaign are so expensive. What's a lawyer to do?
A drawback for attorneys wanting to use Google AdWords is that keywords commonly associated with law firms are among the most expensive. Because of this, it's important that you think hard about the keywords you have tied into your Google AdWords campaign. Are they wasting your money? Are they perhaps being seen by too large an audience? If so, it's time to make some changes.
For Big Results, Think Small
In this instance, thinking small means narrowing down your Google AdWords keywords to better target a small, focused group. Just like the content of your website, geo-location-specific keywords should be used in any PPC for lawyers.
Using a highly targeted keyword—“car accident in Dallas need legal help” instead of “Dallas accident lawyer”—will not only save you money, it will help you zero in on your target audience and your ideal client. So, while this narrow focus might not get you a ton of impressions or ad views, it will be seen by those looking for an attorney like you.
Do it right, and your ad campaign will not just be successful, it will save you money. By avoiding the big, expensive Google AdWords keywords, your ads will only be viewed and clicked on by those who entered a keyword phrase close to your highly targeted keyword.
If you want help getting Google AdWords right, call 888.886.0939 to speak with a member of our attorney marketing team. We can help you launch and maintain a highly successful PPC advertising campaign.
What is brand hijacking? As an attorney, should I be concerned?
Brand hijacking is the practice of using a competitor’s name as a keyword in a Google AdWords PPC campaign. For you, this means that, if your competitor wishes, he or she can put your firm’s name as one of their keywords. If they do so, and someone types in your firm’s name, the ad for your competitor will appear.
This can confuse prospective clients and, in the worst-case scenario, have them calling and hiring your competitor. Not cool.
Yes. You Should Be Concerned.
This is a pretty big deal. In some cases, it's taking away from the contacts an attorney gets and has a serious effect on business. In fact, hijacked law firms sometimes find their competitor’s location coming up on Google Maps! Clearly, this is a “black hat” practice. It's unfair—plain and simple.
But is it illegal? Not yet. In fact, a recent court case in Wisconsin found that freedom of speech allows businesses to use the names of their competitors in Google AdWords. The court recognized that individuals do have the right to preserve the integrity of their name, but that freedom of speech trumped this right.
So, for now, there is no legal precedent for cases of brand hijacking. Google still has the right to sell your name and the name of your law firm to the highest bidder.
If you are concerned that your brand has been hijacked, call our attorney Google AdWords experts at 888.886.0939. We can help you determine the next best step for your law firm.
What should my landing page for Google AdWords ads be?
The landing pages you select or write for your Google AdWords campaign should:
- Be easy to navigate
- Answer the readers' questions
- Address the reason they clicked on the ad
- Contain no mistakes or errors
Your page should be so interesting and well designed that potential clients don't just read the content on the page, but stay on your site and read other articles. If it's not converting clicks to clients, it's time to take a harder look at the page.
What Your Landing Page Shouldn't Be
There are some big no-no's for landing pages for Google AdWords ads for attorneys. To avoid them, be sure that your landing page isn't:
- The same for every ad. If you have several ads, each should link to different pages.
- Your homepage. Usually, your homepage is too general to use for a landing page.
- Poorly written and/or designed. You are trying to give a great first impression. Presenting clickers an ugly, mistake-ridden landing page won't do that.
- Pure Information. While you want to answer the questions on the readers mind, you also want to include a brief call to action or free book offer.
- Pure Sales Pitch. Save the call to action or offer for the end. Nothing gets people clicking back faster than a hard sale.
You pay each time someone clicks on your ad. So each time someone clicks it only to quickly click off your site is a waste of money. Don't waste money making mistakes with your Google AdWords campaign. Call 888.886.0939 today.
How can I control costs in my Google AdWords pay-per-click marketing campaign?
If you’re running a pay-per-click marketing campaign through Google AdWords, you have tons of options to control your costs—it’s really one of the major benefits of using AdWords! However, with the many options available to you, it can be difficult to find the right mix that both brings in the contacts and clients you want and stays within your advertising budget.
When you use Google AdWords to market your law firm, keep in mind that:
- There are no fixed costs for an AdWords marketing campaign.
- You have control over your maximum daily AdWords budget.
- You don’t have to meet a minimum spending requirement—you can spend as much or as little as you like!
Controlling Costs Through Better Keyword Bidding
If you’re using AdWords, the real costs come from your keywords and how much you’re willing to spend on high-competition keywords. Some people end up wasting their AdWords dollars on keywords that are too narrow, too broad, or just plain irrelevant. If you want to really control your pay-per-click marketing costs, remember to measure the value of your keywords against:
- The competition for the keyword – higher competition means a higher cost!
- The number of people who search for the keyword – a cheap keyword is useless if it doesn’t help you bring in clients!
Is your pay-per-click campaign a mess? Do you need an expert hand with PPC for lawyers? Give our friendly online attorney marketing team a call today at 1-888-886-0939 for guidance!
Where will my ads show up if I use Google AdWords to market my law firm?
You’ve heard about pay-per-click advertising services, like Google AdWords, and it seems like a great way to market your law while still controlling your advertising costs. But where will your ads ultimately be displayed if you sign up for Google AdWords?
The good news is that your ad has the potential for fairly wide exposure, depending on how you choose to use it. When you create an AdWords campaign, the service will display your ad many places online, including:
- Google Search and other Google sites
- Other search engines
- Outside websites
- Websites and search engines geared toward mobile users
To some extent, however, where potential clients see your AdWords ads will depend on your personal settings and how you choose to display your ads. For example, you can tailor your AdWords ads to display to:
- Users who live in a specific geographic region.
- Users who speak a certain language.
- Other target audiences.
Another factor in where your potential clients see your ad has to do with how often Google is actually showing your ad. If you feel like your ad frequency is causing a problem, you may want to revisit the settings or your budget.
If you need help with PPC for lawyers, or if you have questions about pay-per-click advertising, please contact our helpful online attorney marketing team today. We’d be happy to review your online marketing plan, provide guidance in choosing paid attorney advertising plans, and provide continuing support for your online marketing needs. Give us a call today at 1-888-886-0939, or simply fill out the easy online contact form on this page for more information!
How do I set a budget for my Google AdWords campaign?
One of the many decisions that you will make when starting a Google AdWords campaign for your law firm is how much you would like to spend daily for your pay-per-click advertising. There are many factors to consider when choosing your daily budget:
- What is my overall marketing budget?
- What portion of my overall budget do I want to dedicate to AdWords?
- Would I have a better outcome investing my marketing money elsewhere?
- How have my Google AdWords campaigns fared in the past, and how is this one the same or different?
- Am I investing in a successful and tested marketing campaign?
If you are unsure of what to set your daily budget at, don’t hesitate to start small and analyze the success of your test run before deciding on your next step. Also know that you can change your daily budget at any time.
To change your daily budget, log into your Google AdWords account, select the campaign that you are interested in altering, and select “Campaign Settings.” On that page, scroll down to “Bidding and Budget” to set your budget.
Would you like more assistance and guidance when it comes to PPC for lawyers? Our lawyer marketing experts are here to help you. Contact our team at Foster Web Marketing today by calling 888-886-0939.
Are there any disadvantages to using Google AdWords to market my law firm?
It’s reasonable to say that most people these days are turning to Google when they need answers, and that’s part of what makes Google’s pay-per-click AdWords service a real boon for online attorney marketing. The potential wide exposure and the ability to target a specific audience make AdWords a tempting investment – especially since you only pay when someone actually clicks on your ad! However, despite its many benefits, there can be a downside to PPC for lawyers.
A Poorly Managed Google AdWords Campaign Can Be Money Down the Drain
If you’re not managing your AdWords campaign carefully, then you could just be wasting money. If you’re not using appropriate analytics tools, carefully researching and choosing keywords, and constantly adjusting to Google’s many changes, then it’s likely that either no one is seeing your ad or you’re getting traffic without conversion.
Additionally, even the most effective AdWords campaigns can take a little time to really take off. It’s likely that you’ll be tweaking and adjusting your keywords and settings for a while before you really are able to target the audience you’re looking for and see the real long-term benefits.
A Steep Learning Curve
Pay-per-click advertising comes with a steep learning curve, and it can be hard to find the time to make the adjustments that really make it hum. If you’re interested in starting a pay-per-click campaign for your law firm, we’d love to help you get started. Just give our online attorney marketing experts a call at 1-888-886-0939, or fill out our easy online contact form for more information!
Why Isn’t My Attorney AdWords Ad Getting Any Clicks?
It’s important to understand that posting successful Google AdWords ads can be difficult and is often an ongoing practice in trial and error. People who don’t have much experience with pay-per-click advertising might struggle at first to correctly set up an ad, get impressions, get clicks, and see great results.
If you aren’t getting any clicks, or if you’re not getting as many as you expected, begin trouble-shooting by considering the following problems:
- Your ad isn’t showing up. Your ad might not have been approved yet, or it could be disapproved. Your ad also might not be showing up because you have not funded it. To ensure that your ad is being shown, make certain that it is getting impressions by checking your dashboard.
- Your ad copy isn’t effective. Is your ad appropriate for the keywords you have chosen? Did you check the spelling and grammar? Does it address the reader’s needs, questions, and concerns? Are you targeting the correct region and audience?
- Your budget is too low. If you are paying per click, and if Google stops showing your ad when you’ve reached your daily budget, you may be getting a very limited number of clicks each day. It might be obvious, but the more money you put into pay-per-click advertising, the more clicks you will get.
Google AdWords can be a very effective way to get traffic to your attorney website and find visitors who are truly interested in your legal services. However, if you don’t know how to correctly use AdWords, it can be expensive and unsuccessful. At Foster Web Marketing, we can help you set up successful campaigns. Call us today at 888-886-0939 to learn more.
What are the length requirements and rules for my Google Adwords copy?
A Google AdWords ad can be an extremely effective strategy for getting targeted, local traffic to your attorney website. But writing the ad itself can be a challenge, especially if you are not familiar with the limitations and requirements set by Google. Here are the current rules for writing a Google AdWords ad:
- The headline of your ad can be a maximum of 25 characters, including spaces.
- The first and second description lines of your ad can be a maximum of 35 characters, including spaces.
- The display URL (the fourth and final line of your ad) may be 35 characters, though long URLs may be shortened using services like TinyURL and bitly.
- The display URL cannot be replaced with a third line of description.
- Your second line of description is not allowed to lead in to your URL.
- Your text cannot appear to be cut off or interrupted.
- Your website should be relevant to the keywords your ad is based upon.
- Ads cannot mimic email inbox subject lines.
- Ads cannot contain a call to action, such as “click here.”
- Ads cannot contain excessively bad spelling and grammar.
Do you need assistance with your Google AdWords copy, or do you want to learn how a Google AdWords campaign could help your attorney website? Contact Foster Web Marketing today at 888.886.0939.
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