Writing a Perfect PPC Ad - Law Firm Marketing
PPC Ad for a law firm
Adwords (also called a Pay-Per-Click or PPC) is an online advertising service that places your Ad on the top, bottom, or right side of the search results.
Adwords advertising can be expensive, but it brings new leads and business when the marketer runs it correctly.
Price per click
The price on Google AdWords is based on a complex bidding system or Ad auction, and every person pays a different amount for the same keywords based on their Click Thru Rate.
Lately, Google has raised the bar on what they expect from your PPC Ad.
Keywords
Keywords are central to both a search engine's optimization and PPC advertising.
Finding the right keywords for your web pages and your Pay-Per-Click Ad can be a complicated process. It has several different stages.
The first step is brainstorming. We create a very long list of vital keywords based on the following:
- Website content
- How your customers are searching for your service
- What problems might they be trying to solve
The second step is to refine the list. For help picking the right keywords, paid software programs, SEMRUSH or webCEO, are often used.
Google Keyword Planner is another good source of popular keywords. It shows you the price per click for each keyword.
Next, you set your daily budget, create an Ad Campaign, and start writing your AdWords Ad.
Writing a perfect Google Ad
What is the ideal PPC Ad? It is an Ad that sparks an interest and the desire to click on it and learn more.
Let's examine how the Google Ad is structured.
When we wrote this article, each Google Ad had four lines:
- Headline 1 (30 characters max) | Headline 2 (30 characters max) | Headline 3 (30 characters max)
- Description #1 (90 characters max)
- Description #2 (90 characters max)
- Display URL (35 characters max)
Headline
For an attorney's website, it's crucial to include the main keyword you are bidding for in the Ad's title line. Read more about How SEO Works and how we search for the right keywords for the website.
Description #1
Here is where you describe your services and yourself. For example, an attorney's website might say:
- Local and Affordable Law Firm
- Years of Experience
- Tough Felony Attorney
- Specialized attention to clients
- Proven. Skilled. Affordable Lawyer.
- Proven strategies and results
- Results-oriented lawyer
- Legal strategy tailored to your needs
- Personal attention to every client
- Obtaining justice for our clients
Description #2
Here you can tell more about yourself or use a variation of your keyword, but the essential part is your call to action: you have to tell the Internet users what you want them to do! Examples would be:
- Call to Find Out More!
- Learn More.
- Call for Free Case Review!
The last words on every Google Ad for an attorney should be a call to action.
Display URL
The last words on every Google Ad for an attorney should be a call to action.
Tip: Since the last line allows 35 characters, you could add a keyword to that line. The link to your landing page shows your actual full-page URL. It will look like this: www.GH-Law-Firm.com/PersonalInjury. Your landing page should be attached to this URL.
Geographic Location
The four lines ad is not the only thing that controls your Google Ad. You can set a location (Location Targeting Settings) where you want your ad to display. GEO Allocation controls the area (city or state) where this Ad will run.
It would be nice to have
Humor in your Ad would be nice to have. Humor makes people smile. Remember, "A smile can work wonders. Put it to work for you."(Ralph Marston).
Exclamation marks are good too. When this article was written, Adwords allowed only one (1) exclamation mark per Ad.
Keep in mind Google manually approves every Adwords Ad, and if you didn't write an Ad correctly, they will send you a message and ask you to re-write it.
Excluding specific keywords may be a good thing
Excluding some keywords is a good idea, so you don't have to pay for unnecessary clicks. For example, if you are advertising an attorney website, exclude keywords like:
- Pro bono
- Research
- Half price attorney
- School
- Free
- Student
Final thoughts
Practice makes it perfect. The more Ads you write, the better you become - if you think about how to improve it!
The Google AdWords program is continually changing and evolving; new services become available, and old services are canceled or discontinued.
Read our article PPC Ad: Goals and Benchmarks to learn more about Adwords.
It's worth mentioning that Google provides excellent support to their Adwords program, and if you have any questions, don't be shy and call Adwords Help Line.
To stay on top of what is happening in the AdWords world, we recommend reading the Google AdWords Blog.
Last updated on January 2, 2024.
NEXT, read our article "SEO for Videos or Youtube Video Optimization."
Additional Resources:
Insides to Google Auction. In this video prepared by Google Adwords, you will learn how Google calculates the price per click (PPC) and how Click-Thru-Rate (CTR) affects the cost per click you are paying.
Adwords Official Blog. Reading Google Adwords blog will help you to stay connected with the Adwords community and learn about the latest AdWords changes.
Inspirational Quotes for Lawyers. A collection of inspirational quotes written by lawyers. Famous law quotes.
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