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5 Common Mistakes with PPC Campaigns

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A well managed Google Pay Per Click (PPC) campaign is a great way to guarantee first page exposure for the important area of your law firm’s practice.  However, it is very easy to waste money on an ineffective campaign.  Here are 5 common mistakes with PPC campaigns.

1. Choosing the Wrong Keywords.  It is important to do keyword research prior to starting a campaign.  This will let you know the search trends and behaviors of those looking for particular types of attorneys.  However, your keyword research does not end there. It is important to consistently analyze and refine your keywords based on results and patterns in your law firm PPC campaign.

2. Boring Ad Copy. After you are showing up for the right searches on the first page, you need to compel the searcher to visit your site.  If your ad copy is boring, there is no reason for them to click on your ad vs. the other PPC ads out there.  Compel the user to contact you with the right ad copy.  Like keywords, it is important to consistently test out different PPC copy and see what leads to the most clicks and traffic to your site.

3. Not Tracking Conversions. I’ll often review an internally managed law firm PPC campaign and find there are not tracking tools in place for the campaign.  Ask yourself: can you attribute specific emails, calls or chats to your Google Adwords campaign? If not, you have no clue what the ROI is on the campaign.  You also do not know how much each lead is costing you.  Without these metrics, it is impossible to determine whether or not your campaign is successful.  In addition, you cannot find patterns and figure out what keywords and ad copy to test if you do not know what is converting.

4. Using Only Your Home Page. Your legal website home page is your most visited page and highlights all the important areas of your law firm’s practice. So it is a common mistake to point all your ads to your home page thinking that the user will navigate to the appropriate place if they want more information.  However, we want to keep things as simple as possible for the user!  Do not make visitors work to find the right information.  If a user searches for “car accident lawyers”, then use your “car accident law” page with those keywords.  This will increase your conversion rate by making it easier for the visitor to find information relevant to them.

5. Not Testing. This point might already be hammered home from the above mistakes — but the biggest mistake I often see is that lawyers and law firms do not test their PPC campaigns.  PPC is a very dynamic marketing tool and cannot be left stagnant.  Search behaviors change, conversion patterns alter, and you do not want to be left sitting with an ineffective and expensive campaign.  Test your keywords, test your ad copy, test the times of day your ads run, the day of the week, the URLs — test everything! This is about finding the best ROI for your PPC budget.

If you have any questions on how to run a PPC campaign for a law firm, please contact us today by filling out an online form or call us at 1-877-287-6529.  We have Google certified PPC specialists that can review, create and manage lawyer PPC campaigns for you.

You can also find me on LinkedIn or Google+!


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