Choosing the right strategy for advertising your law firm online can be a tricky process. There are countless ways to expand your brand reach, from interacting with customers on social media to building your search presence through SEO.
Dynamic Search Ads are one form of pay-per-click advertising available for companies strengthening their position online. These promotional tools increase your opportunities for conversions by adapting your ads to suit a specific context.
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Through dynamic ads, you can use data collected about your customers to predict their behavior when they interact with your firm. If you can predict (with some accuracy), what your customers are looking for when they stumble onto your online ads, you can improve your chances of speaking their language and improving your conversions.
Here’s your guide to the pros and cons of Dynamic Search Ads.
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What Are Dynamic Search Ads?
As mentioned above, Dynamic Search Ads are a great way to attract clients through Google. As your law firm evolves, Dynamic ads can use the information from your website to boost your campaigns’ conversion potential. These tools also help fill in the keywords when your user is looking for specific web solutions.
Dynamic Search Ads can significantly reduce delays and hurdles in your customer’s search for the ideal legal representatives. When someone searches for words closely related to the terms you’ve included in your website, Google Ads uses those terms to select the right page from your website.
In the process, dynamic ads can generate a more relevant headline for your ad and landing page to show, so your customers feel as though they’ve landed in just the right place. The headlines are often generated through AI.
Imagine, for instance, that your website advertises personal injury attorneys, and you have a page dedicated to traffic accidents. If someone searched on Google for “car accident attorneys,” Google would direct them to your traffic accident page and adjust the copy on that page slightly.
The Positives of Dynamic Search Ads
Dynamic Search Ads can help improve your conversion rate by directing your customer to a specific page on your website whenever they search for related phrases and terms. This makes it easier for your clients to find what they need fast, and it improves your chances of reaching your target audience.
There are various positives associated with dynamic search campaigns, including:
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- Keyword coverage: It’s not easy to predict all the search terms your audience might use to find you. With Dynamic Search Ads, you can close the gap in your keyword coverage and product inventory decisions. The Google Ads system will crawl your website or page feed to ensure that your clients can find you easily.
- Ad creation is easier: Because your headlines are dynamically generated based on the legal service you’re selling, it’s easier to create relevant ads. While you still need a custom description line, the dynamic headline is sure to grab your customer’s attention as it adapts to match the intent of their search.
- Easy access: Dynamic Search Ads can reduce the amount of work involved in keyword and campaign creation. While you need to have a decent structure in place to ensure success, it’s easy to expand your potential with this strategy.
- Great for more abstract search queries: For law firms, it’s difficult to predict what customers will search for when they don’t always know the technical terms for different kinds of law. Dynamic Search Ads ensures that you don’t miss out on clients just because they don’t understand legal jargon.
Dynamic search ads are fast and easy to set up, giving you excellent access to a large amount of traffic, often in a short space of time.
The Problems with Dynamic Search Ads
The biggest downside to running a dynamic search ad campaign is that you don’t have full control over your ads. Because associations happen automatically, there’s a risk that you might end up sending people to pages that aren’t fully relevant to them. Making sure you have the right robust structure in place is a good way to avoid any issues. Other potential problems include:
- Headlines that don’t match the ad: There’s a risk that the content you create on your landing page might not match the headline. You’ll need to make sure that you’re only targeting specific, relevant keywords connected to your audience.
- Increased ad spend: There’s a risk that you’ll end up spending more cash on finding a higher number of visitors for your site. Because of the “dynamic” nature of the ads, the visitors you get may not always be the best leads.
- Reliance on optimization: The success of dynamic search ads depends on how well your site is optimized. If the overall health and content are strong, Google will be able to target keywords more effectively.
In most cases, if a Dynamic Search Ad is the only kind of search campaign you run, the overall performance of your website begins to suffer. That’s because a broad reach will end up pushing your ads to a lot of people who won’t convert or may bounce off your site. Broad reach can even damage your SEO rating when you decide to build organic campaigns.
Should You Use Dynamic Search Ads?
Dynamic search ads can be useful for law firms that want to target customers who may use unique queries to search through Google. These assets can save you and your firm a lot of time when it comes to ensuring that you get the highest number of visitors possible.
However, there’s also a risk that you’ll end up wasting cash on irrelevant keyword targets and customers who just aren’t interested in your services. If you have no time to manage a paid search campaign with more focus, then you could consider giving Dynamic Search Ads a go.
However, make sure to run other campaigns alongside “DSA” options to improve your website’s overall performance and maintain your credibility. If you’d like to learn more about other campaign options and features of Google Ads, check out Webrageous’ PPC management blog for lawyers. It’s full of insights and tips on how to leverage Google’s pay-per-click tool to improve the reach of your firm.