As a family law attorney, you’re no stranger to the competitive legal landscape. You must be wise with how you market your services to potential clients. Leveraging the brand-boosting power of Pay-Per-Click (PPC) should be an arrow in your quiver. And if you are utilizing PPC it is worth it to have an expert like Separate Ways with 15 years of experience review your account for discrepancies. In this article, we’ll explore PPC essentials and answer common questions.
What Is PPC?
Pay-Per-Click, also known as Cost-Per-Click (CPC), is like the turbo boost for your online visibility. It’s an advertising model where you pay only when someone clicks on your ad. Here’s why it matters:
- Immediate Visibility: PPC puts your firm’s ads at the top of search engine results pages (SERPs). No waiting around—your name is out there!
- Targeted Reach: You can precisely target potential clients based on keywords, location, and demographics. Want to reach people considering divorce in your city? Learn how to craft smart, targeted pay-per-click advertising with the correct keywords, optimal timing, and landing pages.
Frequently Asked Questions
1. How Does PPC Impact SEO?
PPC and SEO (Search Engine Optimization) are like Sherlock Holmes and Dr. Watson. While pay-per-click produces immediate results, SEO builds a solid foundation for long-term credibility and success. Both are important and need to be built in conjunction with one another. They need to work together to give each other symbiotic relevance. While building campaigns on Google, Facebook, TikTok, and LinkedIn, you need to know where those ads will take your prospective clients. The landing page should always support the information in the advertisement and should lead the prospect to take action.
2. How Can I Optimize Landing Pages?
Your landing pages should be smoother than a well-prepared legal argument. Make them user-friendly and mobile-responsive. Landing pages should always support the information in the ad and funnel prospective clients to a clear call-to-action (CTA). Some effective calls to action would be to schedule a visit with you, to make a phone call, or to receive a text message from your office.
3. What Keywords Should I Target?
Imagine you were on Family Feud, and the question is, “If you were searching for a good divorce attorney in your city, which words would you use?” You don’t need to imagine the top 10 ways your clients would answer; you can use tools like ChatGPT, Google Keyword Planner, and other resources to help you. Keywords like “divorce attorney,” “child custody lawyer,” and “spousal support” are probably somewhere on the board. Long-tail keywords (e.g., “how to file for divorce in [your city]”) might only have 3 or 4 points, but they’re also up there.
4. What About Negative Keywords?
Negative keywords prevent your ad from showing up in the search when the user enters a specific word or phrase. Your pay-per-click ads won’t be shown to anyone searching for these phrases. Negative keywords are also known as a “negative match.” Exclude irrelevant terms (like “free divorce advice”) by adding them as negative keywords. When you add the word “free” as a negative match, you are telling the search tool to not show your ad for any search containing the term “free.” You’ll want to save your budget for serious inquiries.
Separate Ways + PPC = Increased Client Flow
Picture this: PPC is the flashy billboard on the highway, and Separate Ways’ suite of business development services converts leads into referrals. With Separate Ways, you can focus on what you do well — practicing law. What Separate Ways does well is manage marketing outreach, website development, SEO, improving your online reputation, and turning our clients into referrals for your firm.
To learn more about the Separate Ways’ Business Development Suite, schedule a meeting with our team today.
