The likelihood of somebody obtaining your legal services hinges on your ability to promote your legal services and prove your knowledge of the law. Striking gold on both fronts will require some serious effort when it comes to attracting prospects in the Greater Toronto Area. In an article for Web Marketing Today, Melih Oztalay writes that certain online marketing tools can help you achieve the desired results. One such tool is pay-per-click advertising, which companies like WCS Solutions Inc. are in the best position to help you with.
Also known as PPC, pay-per-click ads show up on the search page whenever Internet users key in relevant search terms. Upon clicking, users get rapidly directed to target landing pages on your website. PPC ads cost nothing to publish, and you only pay for every website click or customer contact as a result of the ads. You can implement specific settings to temper the ads and thereby rank better online.
Promoting Areas of Focus
Some people with modest knowledge of how law firms can be marketed state that certain areas of practice are highly appropriate for PPC marketing campaigns due to the high number of prospects. These areas include criminal defence, drink-driving, and family law.
A PPC ad campaign will require you to identify the keywords most relevant to your practice’s area(s) of focus then bid for those keywords. A number of PPC specialists stress that identifying the keywords of high relevance to your practice is critical to avoid wasting your PPC budget when bidding time comes.
Google’s AdWords policies mandate strict character limits, so be sure to publish copy that is straight to the point. Current regulations state that the headline must be no more more than 25 characters while the ad copy should be spread out over two lines at no more than 35 characters each. Another 35 characters are allocated for the website’s display URL, which may be shortened if the actual URL is longer. Meanwhile, the write-up must ideally not contain any call to action directed at the display URL, as space comes at a premium.
Given the competitive nature of the legal profession, every law firm should maximize its marketing dollars. PPC advertising is a great way to turn prospects into clients. To take advantage of this tool, consult a skilled online marketer like WCS Solutions today.
Lawyers Are Big Players in SEO, Pay-per-click Game, and 5 Reasons to Use PPC Ads for Local Marketing, Web MarketingToday
How ads on Google get results, Google AdWords