Managing paid search accounts for law firms requires the special attention of someone who has years of experience managing Google AdWords accounts. Webrageous has been managing legal pay-per-click accounts for over 10 years, we’re so confident in our ability to successfully manage paid search for attorneys, we offer a 60 day risk-free trial to select new clients.
Here are some of the reasons why paid search is challenging and choosing an experienced partner to manage your account is critical:
- Ads must adhere to strict state bar, ethics, and advertising regulations, otherwise you and your law firm could face serious problems.
- Law firms are competing for million dollar cases by bidding on the same keywords. This makes the legal search market very competitive, which drives up drives up your cost-per-click (see the example below).
- If clicks don’t convert into clients you cannot survive in the market. We make sure to target the right keywords and we make sure your landing page is doing its job and converting clients.
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How Can Webrageous Help with Legal PPC Management?
We have been doing PPC management for law firms for over 10 years. We have experience in most legal areas, such as criminal defense, bankruptcy, employment law, personal injury, pharmaceutical and medical device liability and more. While we can help you with PPC for any area of law firm marketing we have the most experience in 3 major areas – personal injury, family law, and pharmaceutical liability.
The majority of our legal clients have been working with us for 3 years or more, and they are very pleased with their current results. Below is a screenshot from one of our legal clients’ weekly reports. See how we have helped them drop their cost-per-lead for personal injury and auto accidents from $504 to $319, saving them $185 per lead. Fast forward several months later to the next screenshot below from late winter 2016 and see how the cost per lead dropped to just above $200 per lead.
For another client in a smaller city their cost per lead for personal injury/auto accidents is under $140 as of January 2017. A lead is defined as a contact form submission or a call over 30 seconds:
And here is the breakdown week by week for what we achieved using these keywords. we truncated the last 2 weeks of January as the image was rather wide:
Finding The Best Keywords for Law Firms
Before we start finding keywords, we talk with our clients and discuss what kind of cases are best for them. Based on that discussion, we then proceed with our keyword research. We then use a variety of keyword research tools to build a list of all possible keywords that are relevant to our client. Because of our depth of experience we also have years of data on what works best in the practice areas we are familiar with.
We focus on long-tail keywords with 3 or 4 words instead of general keywords because they are less expensive and convert better. For example, if the client deals in auto accident cases in Chicago, then the keyword “car accident lawyer Dallas” is much more relevant than simply “accident lawyer”.
Being Highly Relevant, Easy to Contact, and Credible
Targeting the right keywords is the initial step. After that, we create highly targeted ads for each keyword, and consult with our client and their web designer on improving their landing pages. Because we started off as a web design firm we can communicate very effectively with designers and programmers. A well-optimized page converts clicks into customers. For example, if a user searches for “car accident lawyer Dallas”, they would prefer to click on an ad that includes the same keywords, and would expect to be brought to a landing page where there is information about their search.
Usually, the first thing the user looks for on a landing page is how to contact the law firm. It is important to make it easy for the user to call or contact you via a form.
Users also look for a law firm’s qualifications and achievements. Making these items easily visible on a landing page increases user trust, making them feel more comfortable in contacting you.
See The Results We Have Delivered For Others
Bid Management for Law Firms
This is the most challenging part since the legal industry is very expensive, so we have to be very careful here. After we find out what keywords can bring great leads for our client, we try to bid as much as practical to be in the top positions for those keywords. We find the top positions not only have better conversion rates but also bring visitors who are the most likely to become clients. Lower positions tend to attract more tire kickers.
We also bid based on the devices used by the audience. Since most searches now happen on mobile, we try to bid more for mobile devices even if it costs us more than bidding on desktop searches. We have seen that mobile converts best in the legal industry compared to desktop, so we spend 80% of the budget on mobile and the other 20% on desktop. Mobile drives live calls and those are the best leads for attorneys in most cases. This strategy works for personal injury when a client has a great responsive or mobile site. Every situation is different and we adjust our strategy accordingly.
We are one of the best legal PPC management firms in the market. Almost all of our account managers have more than 5 years of experience in managing PPC campaigns. We have an A+ Better Business Bureau rating and most of our clients have been working with us for more than 3 years as of February 2016. You can check the testimonials of some of our clients yourself and see how we can bring the same results for your firm.
If you are a law firm looking to improve your bottom line dramatically through online advertising, we are here to help. Learn more about our 60 day risk-free trial or give us a call now at 800-645-9521.