In this article, we will discuss ten important tips to help you make the best use of PPC management. Properly managing your PPC expenditures and tasks for the most efficient ad buys will transform your bottom line. It’s especially important for law firms because you can get the most out of your time and effort, leaving you free to concentrate on other things. For each tip, we will provide a summary and some pointers to demonstrate exactly how and why they make sense.
Tip 1: Preliminary Research
Preliminary Research on PPC can be a difficult ad market, so make sure you know what to expect. Use the tools available to you to check out the competition for the keywords you want to target.
If there are too many competitors, then it could be hard to stand out. Too few, and you might not get enough traffic to be worthwhile. Find out how well your landing pages convert visitors: the better they are, the more PPC will pay off. That will mean you can afford to pay more for PPC or get into tougher markets. Don’t try PPC just because you can: have a specific and concrete plan based on your strengths. Proper PPC management means maximizing your ROI by using all the tools available to you.
Tip 2: Never Exceed Your Budget
Before starting any campaign, have a set budget in mind. No matter how well the campaign is going, stop when you hit your spend limit. That’s a signal that you need to step back and evaluate how well things are going. It’s tempting to extend a campaign that looks successful, but you are better off stopping while you are ahead so you can learn what worked and what didn’t. That will inform your next campaign. Hard limits also prevent you from overspending out of an emotional reaction to the campaign outcome.
Tip 3: Always Be Testing
AB Testing lets you split traffic between multiple designs and see which one works best. Whether it’s the ads themselves or the landing pages, every campaign should contain one or more experiments. Tweak and adjust to hone in on the best designs and copy. There are several AB testing products that have an array of features. If you commit to testing, you’ll ensure that you learn something from every campaign no matter what the outcome is. You’ll get a knowledge return on your investment. Keep a running note of how different elements succeed or fail with different visitors.
Tip 4: Remember Negative Keywords
One of the most important things you need to do in a campaign is STARTING with a negative keyword list. Including negative keywords can help you refine your audience. It’s common for keywords to have multiple potential meanings and contexts. You don’t want to attract an audience that has no interest in your product: high-quality leads are more likely to convert.
Try some negative keywords to help sort out searchers looking for services or concepts unrelated to your law firm. You’re paying for every click. Don’t let that money go to waste and use negative keywords to increase the relevance of the ad for the visitors who do click through.
Tip 5: Employ Tracking Services
Depending on which platform you use, there should be several ways to use analytics to guide your performance. For example, both Google AdWords and Google Analytics provide an in-depth examination of your outcomes from the ad and site level.
Don’t use these to adjust a campaign in progress: that would taint the data from your experiments. Instead, view the data after the end of the campaign and only then draw conclusions. Otherwise, you risk overreacting to an early trend instead of letting things play out.
Tip 6: Expand Your Keywords
Your keyword list is not fixed. You should feel free to attempt to expand it if you feel that the addition could boost your conversion or lead generation. A good way to do this is to use the search query report. That can tell you what people are searching when they interact with your ads, which will give you a broader view of their needs and interests. If you see anything in those searches that you can target, then you may be able to get more leads or higher-quality ones if you invest in them.
Relevancy is a MUST. Here are some items to take into consideration:
- Make sure your Adgroup is relevant to the terms your adding.
- Terms should be relevant to the landing pages.
- The Ads should have the new terms in them.
- Each new keyword set should have its own Ad Group.
- When you add new terms you need increase the budget.
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If you have questions about digital marketing for law firms in Las Vegas, we have the answers. Give Advantage Attorney Marketing a call today at (714) 497-1962. We love to give FREE advice! We never give you the full court press sales job. Our primary focus is to build trust and lasting relationships