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How Does PPC Work? Understanding the Basics for a Law Firm

In 2017, seven million advertisers invested $10.1 billion in PPC.

Do you own a law firm and wonder how does PPC work? Not to worry! In this article, we’ll cover how pay-per-click strategies could improve your firm.

Want to learn more? Keep reading to find out!

How Does PPC Work: A Guide

PPC stands for pay-per-click. It’s a model of internet marketing where advertisers pay a fee every time someone clicks on their ad. It’s a way to buy visits to your site. Search engine advertising is a popular form of PPC.

Advertisers bid for ad placement in a search engine. Sponsored links show up when you search a keyword related to their business.

Every time someone clicks on an ad, a visitor goes to your site, but you must pay the search engine a fee. The fee’s trivial if the click results in a sale.

For example, if a law firm like Patino Law Firm uses a PPC campaign, they’ll need to research and select keywords. Then these keywords need organizing to set up PPC landing pages.

Search engines reward advertisers who create relevant PPC’s by charging them less. If your landing pages and ads are a success, Google will charge you less per click.

Researching Keywords for PPC

Spend some time researching keywords for your PPC campaign. The most successful Google Ads advertisers refine and grow their PPC keyword list.

If you only research once, you’ll miss out on hundreds of low-cost and relevant keywords.

Find targeted keywords that are relevant. Don’t pay for web traffic that has nothing to do with your business. Keywords you bid on should relate to the things you sell.

Include popular searched terms in your area and the long-tail keywords. These are less common but account for most search-engine traffic. They are less competitive and not as expensive.

Refine and expand your campaigns. Create an environment where your keyword list is always adapting and growing.

Manage Your PPC Campaigns

After you’ve made your campaigns, make sure you manage them often. This allows you to see if they’re effective still.

Regular account activity predicts success. Analyze the performance of your account and adjust them to optimize your campaigns. 

Improve quality score and click-through rate by separating your ad groups. This helps you create targeted landing pages and ad text.

Review your expensive under-performing keywords. Shut them off if they aren’t working as well as you wished. Change calls-to-action on your landing pages and align them with individual search queries. Don’t send traffic to the same page.

Combine PPC with offline strategies, and find new customers for your law firm.

Want to Learn More?

Did you find this guide on how does PPC work insightful? It’s important to research keywords and create your campaign according to them. Refine and manage your campaigns often.

Want to learn more? Check out our guide on SEO tactics to get more leads for your business.