Google Adwords is a very useful digital marketing resources for most businesses – both online and location based. However, the merits of using AdWords as a law firm is heavily debated. A lot of experts argue that AdWords is too expensive to be used effectively for lawyers and law related keywords. However, others would disagree, arguing that AdWords is a great way to drive highly relevant and targeted traffic to your website.
With this in mind, we’ve put together a complete list of the pros and cons of using Google AdWords for your family law firm. Remember, this is simply our opinion – do your own research before you act on any of the advice presented here!
AdWords allows you to target relevant searches – This means that you can be confident that the people who are visiting your website are interested in your services to at least some extent. Unfortunately, you can’t be sure that everyone who clicks on your paid ad will become a paying customer.
AdWords can provide great exposure – Gaining exposure for your law firm can be difficult. Using Google AdWords allows you to place yourself at the top of the search engine rankings, even if only for a short time. If you can couple your AdWords use with effective SEO, you can potentially have two results at the top of the search engine results page, further increasing your assumed reliability and authority.
Once you have decided to dip a toe into the waters of an adwords marketing campaign you will need to do everything possible to ensure success. Unless you have a large budget, you may be concerned about what adwords will cost. If your budget is low, here are some tips to help you.
Don’t aim for those high ad positions. Most people think the top three ads are the place to be as they will convert best. However, analytics show that this is not true. Often, the lower positions get better conversions. Experts have found that many people who click on the top ads do so on impulse, rather than because they are looking for something specific with the intention of following through.
Long tail keywords are your friends. For a start, they are much more specific and will attract people who actually want what you offer better than if you used a general, single keyword with a broader meaning. For instance, “Dental Clinic Joondalup” is a more specific keyword than “Dentist” or even “Dental Clinic”. It is much more likely to attract people who want a dentist in Joondalup, so your ad is more targeted and hence, more successful.
Create a separate campaign for broad, popular keywords. These can be a drain on your more specifically targeted ads if lots of people click on them quickly and use up your daily budget before the other ads get a chance to show.