Really happy with my choice to hire Matt and his team for my digital marketing campaign. Was previously using SMB Team and they charged ridiculous fees with little to no performance. Switching to Matt and…
JOHN BUCHMILLER
CRIMINAL DEFENSE ATTORNEYPPC for divorce lawyers is a way to get top-of-page placement while working to build organic rankings with search engine optimization. Is it cheating to pay your way to the top of search results? Google doesn’t seem to think so — neither do the other search engines. Google, Bing, Yahoo! and even DuckDuckGo all have paid ads with prime placement. Here’s how it works.
You can buy ads on a pay-per-click basis and show up right on top of the search pages. The catch: these PPC ads are expensive and competitive. However, they’re also highly customizable, and each refinement has the potential to both focus on your target market and reduce your cost.
PPC for divorce lawyers has become one of the de facto requirements for online legal marketing in family law. In fact, divorce law has some of the most expensive keywords in the entire legal profession.
To stay competitive, you’ll need a detailed strategy, focused testing, quality content, and constant management. That’s what it takes to make your online advertising campaign pay off.
FORWARD Lawyer Marketing knows family law PPC. We have experience running these campaigns for many sizes of firms, and our services range from one-off landing page content to complete marketing management with PPC campaign integration.
We are also a certified Google Partner. This credential requires us to re-certify regularly, so you know we’re equipped with the latest technology available.
We can help you decide when and how to use advanced online marketing tools, and how to fit them into your budget. Contact us now, or read on for more information about the following topics:
The value of PPC is that it can generate quality leads for your family law firm. As you know, a single good divorce lead could mean a lifelong client, a source of referrals, and a sizable fee for your office.
The potential value of a new divorce client is very high. You don’t have to convert many of these leads to clients to see a large return on your advertising investment. Still, when you’re paying a premium for each click, you’ll want to get as many clients to contact you as possible.
Essentially the goal of PPC is converting a searcher into a client. Here are some of the techniques we use:
It all boils down to meeting and exceeding potential client expectations. We want to give people everything they need to make the right decision: Choosing your firm to handle their divorce.
PPC provides enhanced search performance. It shoots you right up to the top of the results page (under Local Services Ads, that is).
Again, there’s a catch. These ads are expensive. Budget constraints would probably dictate that you only run campaigns for a relatively short time, or else for very specific keywords.
These factors — high visibility and high specificity — make PPC advertising a unique and potentially powerful tool for divorce lawyers. It’s usually excellent for the following types of goals:
Your strategy should come from your business goals. These ads can do almost anything — the rules are what you make them.
The best PPC campaigns for divorce lawyers focus on very specific goals. Those goals determine everything about the campaign: target locations, times, ad copy, marketing copy, keywords.
One of the most popular examples is targeting geographical areas. You can do this in many different ways while you’re setting up a Google Ads campaign. Here are some of the options:
You can also be as specific as you want when you are targeting types of cases. We can customize campaigns for any and all niche areas of divorce law, including:
Details matter. Each of these markets is different, and that’s in addition to the differences in various legal jurisdictions and communities. The ideal PPC ad campaigns are laser-focused to make clients feel like you are speaking right to their needs — whatever those needs happen to be.
We’re committed to maintaining accountability and transparency in all of our services. We will communicate as much (or as little) as you need to feel you have adequate oversight over your online marketing. This is especially important for PPC.
PPC campaigns generate a large amount of data. Most of it could be useful to your business development plan. However, sorting through even the summary pages on Google Ads can be confusing.
As Certified Google Partners, we understand all of the jargon Google uses to describe ad activity. We can summarize it and translate it into real-world language. We know what each metric means and how it can inform your future marketing decisions.
As an attorney, you know firsthand how valuable it is to have someone around who understands how to navigate a complex professional practice. We can provide the same type of service you provide for your clients — we can navigate your online marketing data and advise you as to the best possible decisions for your firm.
At FORWARD Lawyer Marketing, we do much more than PPC. We also handle SEO for divorce lawyers, which is a common complementary strategy. SEO, which stands for “search engine optimization” is a set of best-practices web design techniques to sustainably increase your search ranking.
PPC and SEO are great as a two-pronged approach — instant exposure and long-term rank increase. They also integrate well with our comprehensive family law marketing services:
A PPC campaign has two main parts: Your advertisement and your landing page. Your landing page is ideally a rich, multimedia page on your practice’s website designed specifically for the PPC Marketing campaign.
Apart from being visually engaging, actionable, and well-designed, this page must be written well. It also has to speak directly to the targeted keywords selected and the copy written for your ad.
People who click on PPC ads do not have time to sift through a long list of search results. They are simply picking the first thing that appears and looks credible.
You can reasonably assume that, once they get to your site, these visitors are probably not going to have time to sift through a confusing or indirect article. It is absolutely essential to give your potential client the content you promised in your ad — and to do so in a clear, approachable, and immediate way. Of course, you’ll also want to provide several ways to contact you directly for more information.
One of the major challenges of any PPC campaign is maintaining a budget. For example, if you allocate a small amount of money to a very competitive keyword and run the ad nationwide, you probably will not get the results you’re looking for.
These days, artificial intelligence helps you get the most out of your budget — but it still needs some help from some real intelligence. FORWARD Lawyer Marketing has in-house, dedicated staff to design your campaign for minimum cost-per-click and maximum effectiveness.
If you’re still on the fence, we would recommend that you do not try a do-it-yourself approach for Google Ads for the legal profession. If you do not get experienced advice and management, we would suggest you forgo using PPC. Done improperly PPC can run through your monthly budget in a day!
The primary reason is that it takes a relatively detailed technical analysis to determine how PPC would fit into your law firm’s business development plan. There are many other reasons to leave this to a professional:
It all adds up to a hostile environment for people who are lawyers first and marketers second. Please contact us at (888) 590-9687 for a consultation and analysis.
Here is what some real clients have to say about Us
Really happy with my choice to hire Matt and his team for my digital marketing campaign. Was previously using SMB Team and they charged ridiculous fees with little to no performance. Switching to Matt and…
JOHN BUCHMILLER
CRIMINAL DEFENSE ATTORNEYI’m a solo immigration attorney, and I worked with Matt and the team at FLM to create my firm’s website. To say I’m happy with the process and the results would be an understatement! Matt…
ESTELLA CASTILLO
IMMIGRATION LAWYERThis is a marketing company that has taken a couple of my website ideas from concept to completion. They are also handling a modest click ad budget for us. I have been impressed with their…
JOSEPH RICHARDS
PERSONAL INJURY LAWYERMatt and his staff are great to work with and provide superior and effective services to my firm.
ALAN ORLOWSKY
ESTATE PLANNING & PROBATE LAWYERSo happy to have connected with Forward Lawyer Marketing! They are great to work with, knowledgeable, and will guide you through every step of the way. Highly recommend!
ALEX BRINKMEIER
DIVORCE & FAMILY LAWYERMany thanks to Forward Lawyer Marketing for creating our website. Anderson & Anderson, LLP was particularly impressed with the quick and comprehensive responses to our many questions. Open communication is vital in conducting business, and…
KAREN ANDERSON
CRIMINAL DEFENSE LAW FIRMVery professional, responsive, innovative and willing to adapt to your needs. I have used MANY marketing companies over the years and Forward is the best I have encountered.
MARK DIAZ
CRIMINAL DEFENSE ATTORNEY