FORWARD Lawyer Marketing performs PPC for personal injury lawyers all across the United States and has for many years. Most areas of personal injury law are intensely competitive, especially in larger metropolitan areas. That makes PPC advertising for your law firm essential. It also makes it expensive, especially if done incorrectly.
At FORWARD Lawyer Marketing, we believe that personal injury law firms of any size with any marketing budget can grow their businesses using PPC. In fact, we have helped numerous law firms nationwide do so.
It all starts with a personalized consultation. Feel free to contact us at any time. We can look over your current web presence and discuss your opportunities.
If you’re not quite ready to do that, we’ve prepared this page to help you learn more about us. We’re covering the following topics about PPC for personal injury attorneys:
There are a lot of acronyms and initialisms out there on the internet. In this case, “PPC” stands for “pay per click”.
The way it works is relatively simple. You set a budget, choose some keywords and design an ad to display when people search for those keywords.
PPC ads display near the top of the Google search results page. Because these ads charge you every time someone clicks on them, it is typically a good idea to run campaigns for predefined targets, goals, and periods of time. You also want to target a specific radius of your geographic area in order to target those most likely to do business with you.
On one hand, PPC advertisement is very simple. Google provides a very approachable interface but for someone that is inexperienced, you can burn your budget in a very short period of time.
Unfortunately, Google’s interests lie in providing people information they can use — not optimizing your advertising ROI. You’ll need help to do that effectively.
Successful PPC campaigns for personal injury lawyers need to take into account the highly competitive nature of the profession. You’ll need to take advantage of nearly all of the customization and automatic improvement tools in order to see a significant return.
FORWARD Lawyer Marketing can help. We have the experience with Personal Injury law and the knowledge of Google that you need to succeed.
FORWARD Lawyer Marketing provides one-off PPC campaign management. We also run long-term strategic campaigns and integrate this service with our other offerings:
Law firm PPC is arguably most effective when you incorporate it with other online marketing techniques. It also helps to keep track. We can tie your campaigns in with your existing tracking platforms, set up your analytics accounts, or manage them completely so you can focus on growing your business.
Google PartnersOne way we help our clients is by staying up to date with the latest products and services from Google. We are Google Certified Partners, an industry-standard credential that requires us to recertify annually.
This certification is especially important when it comes to PPC. These ad tools are owned by and controlled by Google. They can and do change things frequently. They introduce new features, remove old ones and, sometimes, simply re-design the interface.
We are completely tuned in to this ever-changing process. That allows us to make the most of the tools available and prepare your campaigns for what’s coming next.
Anyone who wants to target a specific type of case might consider investing in PPC ads. We run campaigns for the following and more:
You’ll notice that these are all relatively competitive areas within personal injury. There are usually other, more efficient ways to generate internet traffic for less competitive topics. SEO is one example — it builds up your site to create a sustainable high search ranking position. That said, PPC is a great element of any high-budget marketing strategy because of its ability to completely saturate the first page of search results in tandem with other techniques.
To summarize: You probably want to run personal injury PPC ad campaigns to target specific types of cases in competitive practice areas. That’s where the majority of firms see the best results.
Keywords are priced in what’s basically an open market scheme like an auction, which is why they call the prices set for PPC bids. Higher demand means higher prices. Personal injury law keywords are among the most expensive on Google.
There’s a misconception that certain keywords are better than others. It’s all about return on investment. The value to your firm of any given keyword will be based on the following:
You can also get much more value out of popular keywords if you restrict your campaign. There are many, many ways to do this, such as by location, time of day, and other metrics
What do you want out of an advertising campaign? Of course, you want exposure — but the point of that exposure is to create new business for your company.
One aspect is quality landing page content. After people click your ad, you want to provide exactly what they need to make the right decision — hiring you to represent their interests. If you don’t have an attractive landing page with well-written content that answers what your prospect was looking for they will just leave the page. So, you’ve paid for an expensive click and received nothing for it. This is why it is so crucial to hire professionals that have many years of experience and Google certification to do this for you.
At FORWARD Lawyer Marketing, we also maintain careful oversight of PPC campaigns. We create, track, manage and report all of the following:
We don’t want to bait people into clicking on your ad. We are not trying to generate metrics that make us look good — we’re generating real leads that translate to real business for your law firm.
A couple of years ago, we were introduced to a personal injury lawyer. This lawyer wanted more results from ongoing SEO and online advertisement efforts.
The fact was that there was plenty of room for improvement. The strategy at that time was aiming for 75 keywords, of which only 5 were making it to the top search results page.
After a year, we had 135 out of 208 keywords on the first page of Google for this client. We were running PPC campaigns on some of those keywords, too. These PPC ads were generating around 110 to 150 Google AdWords inbound calls per month, and that’s out of around only 500-660 clicks.
Cost per call is an important metric in PPC advertising. You want visitors to your website — especially if it’s optimized to capture leads — but you really want calls more.
An over-20-percent click-to-call conversion rate is an indication that your campaign is doing well. It’s even better considering the potential value of each call you get as a personal injury attorney.
The bottom line: Once someone calls you, your intake staff knows exactly what to do. Our ads generate those calls. See the PDF of the case study here.
At FORWARD Lawyer Marketing, we’re committed to your success. That means our first order of business is understanding what success means to you.
Each of our clients has a different goal for their organization. Some want to establish themselves as experts in a specific field of personal injury law. Some want to be the go-to firm for their region. Most have a complex set of goals that serve an overarching vision.
We understand law firms, business, and marketing. We will work with you to bring everything together in the most efficient way possible.
Feel free to contact us through our contact form here or call us at (888) 590-9687. We can set up a time to discuss your goals in detail — or we can quickly deliver high-performance PPC ad content that fits your specific requirements.
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Many 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 ATTORNEYI have been using Forward Marketing for over 4 years now and I could not be happier with their services. They are always on top of my website mods/updates and the blogs that they create…
SHANI BROOKS
PERSONAL INJURY LAWYERMatt and his team have knowledge and flexibility to create an effective marketing campaign trailered to fit any need. I would recommend working with Forward.
EDDIE NASSER
ESTATE PLANNING & PROBATE LAWYER"Matt Stark and his team at Forward Lawyer Marketing have been nothing short of exceptional. From the moment we began strategizing about using our website as a marketing tool to the follow through and realization…
MATT BRUNING
DIRECTOR OF MARKETING - FAMILY LAWYERI have worked with several website designers and marketers and Matt is by far the best. He takes the time to understand what your goals are and ensures you are happy with the results. Highly…
EDWARD FARMER
VETERANS DISABILITY LAWYERI have been working with Matt from the time he started his company, and through all the years we have been associated, Matt's level of service was exemplary. I did not have a huge marketing…
MARY ANN COVONE
PERSONAL INJURY LAWYER
We are a team of seasoned professionals who understand the legal marketing space and how to drive results for your specific area of practice. We shoot it to you Straight. No cheesy sales pitches or false promises. After understanding your practice and its goals, we’ll develop a custom solution tailored to your needs. Our personal approach to your practice is what sets us apart from other agencies. Think of us as your own in-house marketing manager, without the salary. Established in 2013, we have worked with hundreds of firms nationwide helping them establish and improve their online presence.
