Law Firm Marketing: Using Google AdWords Effectively

Google AdWords is Google's advertising system. Companies bid on specific keywords that allow clickable ads to appear in Google's search results. Many of these ads used to appear in the right sidebar of organic search results, but Google's recent algorithm change places up to four pay-per-click results at the top of each organic search page and three at the bottom.

Depending on how many people have bid on the keywords you're bidding on and the relevancy of that keyword to real conversions and conversations for and about your company, AdWords may or may not work to promote your business. When choosing Google AdWords, it's important to keep in mind that the actual position of your ad is determined by your ad rank. The ad rank algorithm is simple. It’s the price of your maximum bid times the quality score, with the highest ranking ad getting the first position before the organically generated search queries. The quality score is Google's rating of both the quality and the relevance of your keywords and the ad copy of your pay-per-click ads. Keep in mind that being ranked with a low quality score significantly penalizes your maximum bid and increases your cost-per-click price.

With that in mind, here is how to set up Google AdWords and some tips and tricks on how to get the most out of your Google AdWords marketing campaign.

Select Keywords

Selecting the right keywords is the most important part of starting a pay-per-click Google AdWords campaign. Remember, the stronger your keywords are, the more you will show up for various searches on Google. These keywords should be a comprehensive list of words or phrases that your customers would use to search for your product or service. For example, if you are a financial services provider in Florida, you may want to consider using the phrase “financial services Florida.” Ideally, when a potential customer types in the keyword that you bid on, your ad will appear near the top of the pay-per-click rankings.

The best place to locate keywords is in the content of your company’s website. This is where you will discover core phrases and identifiers that distinguish your business from your competition. Also be sure to include branded keywords, such as your business name or prominent clients, that will help rank you near the top of the pay-per-click pack.

Create a Campaign Structure

Now that you've compiled a list of keywords, the next step in developing your Google AdWords campaign is to organize the structure and organization of your pay-per-click account. This will affect your quality score and determine how your campaign performs as a whole on Google. You can structure your campaigns based on everything from performance and bidding to geographic location. Be sure to select at least three campaign settings to maximize the performance of your pay-per-click ads.

Bring Your Campaign to Life

Once you have determined the structure and settings of your campaign, the next step is to bid on the keywords that you believe will have the highest quality score and bring you the most traffic. These can be based on anything from products and services to brand-name items and clients, so make sure that you have a reasonable idea of what your potential customers will be searching for.

Once you've set a budget and bid on the appropriate keywords, it's time to launch your campaign. Remember, while AdWords ads do a fantastic job of getting people to your site, you need to keep them there on your own. Make sure you have a visually appealing website before setting up a Google AdWords account and hire people to answer calls that come through the website via these pay-per-click campaigns. Otherwise, you run the risk of wasting your hard-earned pay-per-click advertising budget.

Utilize an Answering Service

With the inbound traffic and potential new leads calling into your office from your online advertising, make sure that someone is always available to answer your phone! Answering Legal is the #1 answering service for attorneys, with the capability to perform a new client intake for any area of law! Having Answering Legal as your answering service ensures you will never miss the new client, and can fully cash in on all your advertising efforts. Don't believe us? Try it for free! 10 day free trial, no credit card required.

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