PPC for criminal defense lawyers is an essential part of online marketing success. Also known by its longer description, pay-per-click, it helps you stay competitive — if you use it correctly.
These campaigns aren’t for everyone, and they aren’t for everything. In general, PPC is:
- Relatively expensive (compared to other online marketing and advertising)
- Choosing your best topic options for PPC campaigns
- Highly targeted
- Short duration
- Extraordinarily customizable
At FORWARD Lawyer Marketing, we have years of experience developing the digital presence of law firms. We offer standalone PPC management, both for one-off PPC ads or long-term strategic ad campaigns. We also integrate this service into our SEO, web design, blog management, and other attorney marketing services. Here’s what we offer:
- Experience with criminal law online marketing
- High-level strategy
- Complete client focus
- Forward-thinking services
- Optimized pay-per-click google ads
- Integrated client tracking
- Combination SEO and PPC plans
- Up-to-date knowledge of new technology
- Dedicated account management
- Campaigns for your niche practice area
- Geographical territory targeting
- Placement above the competition
- Personal consultations and personalized strategies
We have what you need to succeed online so you can focus on growing your business in the real world. Simply give us a call to get started, or read on for more information about PPC.
Experience with Criminal Law Online Marketing
At FORWARD Lawyer Marketing, we have extensive experience with law firm online marketing. We know how to develop websites, ad campaigns, and social media presences that build your business.
The priorities and restrictions of law firm marketing are different than those of most other businesses. You need a consultant who knows the territory. We can help you:
- Establish and reinforce credibility
- Pair your real-world reputation with your online image
- Set your website up as a source of valuable information
- Drive specific types of web traffic
- Maintain high ethical standards and requirements in your messaging
- Make your web presence a true extension of your firm
Details matter, but the details of the PPC ads for your criminal defense firm should always follow your overarching business development strategy. We can come in as Certified PPC specialists to write a single landing page, or we can handle the process from start to finish:
- Initial marketing strategy consultation
- Setting up your Google Ads account
- Integrating Google Ads with your website’s analytics tracker
- PPC keyword research and candidate selection
- Specialized legal copywriting for your campaign, jurisdiction, and niche practice area
- Cost control through bid management
- Scheduling ad times down to the hour
- Managing ad groups and campaigns
- PPC reporting and ad performance analysis reports on your preferred schedule
Of course, if you don’t have a website you love, don’t worry. We can build that for you, too. We can also integrate SEO, remarketing, and so on.
Complete Client Focus
Your clients come first. When you engage someone else’s services, you should enjoy the same preference.
At FORWARD Lawyer Marketing, we are completely dedicated to your success. We form long-lasting relationships with our clients based on understanding, honest recommendations, and positive campaign outcomes.
As marketers, we aren’t bound by a strict code of ethics like you are as a criminal defense attorney. For evidence that we’ll act in your best interests, feel free to ask us for testimonials — or, better yet, check our Facebook or Google reviews. You’ll see what our previous clients have said. Here are a few testimonials from satisfied law firm clients.
Forward-Thinking PPC Services For Lawyers
The word “forward” is in our name for a reason. We think in terms of providing long-term benefits, even while executing short-term campaigns like pay-per-click ads.
Your PPC ad on Google might run for a couple of months. It might run for a few weeks. That ad isn’t just an ad — it’s high-quality content that you paid for and that you own. What happens next?
The answer is simple: It’s up to you. You can integrate the landing page content into your existing website. You can adapt your campaign to take advantage of changing market conditions. You can create variations of your ad if it’s highly successful.
Of course, the caveat here is that you have to put yourself in the position to do all of these things. You have to be looking forward from the very beginning.
Optimized Pay-Per-Click Google Ads
Anyone can set up a Google PPC ad. It is easy for a reason: It’s one of Google’s major sources of income.
Google definitely wants you to buy ads. They might not have as much of a motivation for you to buy successful ones. That’s where we come in.
We can optimize your PPC campaign so you get the most for your money. That means tracking performance, doing live testing, following best practices, and much more.
Integrated Client Tracking
With online advertising for law firms, it isn’t always enough to get people to walk through your virtual door. You also have to understand what they do when they are inside.
FORWARD Lawyer Marketing can help you set up detailed analytics so you know what your PPC visitors are doing down to the click. If you engage our other services, we can append this information to other tracking data, providing a comprehensive summary of every client lifecycle.
Combination SEO and PPC Plans
SEO and PPC for defense lawyers go hand-in-hand. Search engine optimization slowly develops a high search ranking via a best-practices online marketing approach. Pay-per-click shoots your content to the top of the search results under certain conditions — for a price.
Understanding how to combine these two is the foundation of your success online. We can help.
Up-To-Date Knowledge of New Technology
We’re more than just PPC experts — we’re certified Google Partners. Part of that certification is a requirement to recertify on a regular basis.
We don’t mind ongoing professional education. In fact, we think it’s necessary.
It’s no exaggeration to say that search engine technology changes constantly. Search might seem simple, but it’s one of the most advanced consumer-facing technologies in the world, and the most powerful tech companies are committing massive amounts of resources to improve it.
With those changes in technology come changes in the way online advertising works. The campaigns that worked last month might not perform as well today. You need to study constantly just to keep up. Let us handle that, and you can get back to growing your practice.
Dedicated Account Management
One of the most important services that we provide here at FORWARD Lawyer Marketing is the dedicated management of your Google Ads account. After we set everything up, we can keep track of what’s happening.
This is crucial because of the structure of the Google Ads service. You don’t stand the risk of going over budget with an unmanaged account, but you could miss some good opportunities.
We help you make the most of your PPC ad spend by checking performance, doing A-B testing, analyzing interactions, and making all necessary changes. We can also set up Google’s powerful automatic adaptive functions so your ad performs as well as possible.
Campaigns for Your Niche Practice Area
Establishing a reputation is difficult in a profession as competitive as criminal defense law. In fact, it’s difficult (but potentially much more efficient) to get your name out there if you practice in a relatively low-population niche.
We can help develop winning campaigns for all types of budgets and all types of criminal defense practices:
- DUI / DWI / OUI
- Drug crimes
- Fraud, terrorism, weapons offenses, and other federal crimes
- Appeals, expungements, sentencing advocacy, and other post-conviction practice areas
- Computer offenses, tax evasion, and other white-collar crime
- Sex crimes
- Theft, arson, and other property crimes
- Murder, assault, battery, and other violent crimes
- Police violence and inmate abuse
This is far from a complete list. If you don’t see your niche represented, contact us for information about whether PPC is the right way to go.
Geographical Territory Targeting
There are many, many ways to target Google Ads geographically. They include:
- Countries and many subdivisions thereof
- Places of interest
- Business locations
- Radii around specific points
You can also group locations and bulk edit up to 1,000 locations at once. You can even exclude specific regions.
If it sounds complex, that’s because it is. Luckily, we have the experience and tactical knowledge you need to laser-target your campaign.
Placement Above Your Competition
To rise above your competition, you need more than just a PPC campaign. You need information. Our research, knowledge, and experience can help you identify:
- Who is searching for your services
- The exact terms they would use
- The information they need to make a decision to contact you
Tools like PPC and Google My Business might help you show up above other search results. Once you get that exposure, informed, intentional, quality ads are necessary to persuade people to take the next step.
Personal Consultations and Personalized Strategies
If you’re serious about developing your business, PPC is not a do-it-yourself project. Anyone can set up an ad, but not everyone can do it in a way that gives a return on the investment.
We work with law firms of all sizes. In addition to criminal defense PPC, we have experience designing comprehensive web marketing strategies for family law attorneys, estate planners, bankruptcy lawyers, personal injury attorneys — basically all types of law offices that need online marketing. Please contact us at (888) 590-9687 to discuss your needs today.