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WHAT IS PAID SEARCH?

Paid search is an aspect of legal digital marketing where law firms are permitted to place ads on the search engine results pages (SERPs) where you only pay for the ad if someone clicks on it. Paid search has proven to be an effective part of digital marketing campaigns for attorneys, generating nearly $100 billion worldwide. Because you only pay for the ad when it is clicked on, paid search is a more controllable marketing method compared to other traditional advertising options.

PLANNING FOR LEGAL PAID SEARCH MARKETING

The search engine marketing for law firms continues to evolve, which is why working with an experienced legal marketing firm can make all the difference when planning your campaign. The strongest paid search marketing campaigns from PM2 Digital will feature the following seven steps: Defining the correct legal marketing strategy Choosing the right keyword phrases and content Developing and optimizing ads for the highest quality score Landing page content and design Mixed of paid programs (search, display, social, remarketing) Detailed ad and conversion tracking Daily adjustments of keywords, ads and setting for high ROI

GOOGLE ADWORDS for ATTORNEYS

Every successful paid search campaign should include Google Adwords. Google Adwords allows you to entice potential customers to call your business, visit your website, or visit your physical location. Your ads can reach local, statewide, or global customers. The system allows you to set a budget cap so you don’t pay more per month than what you allotted. Google Adwords will show you the potential reach based on your budget so you can make the appropriate changes.

SOCIAL MEDIA ADS for LAW FIRMS

One of the most successful advertising methods available today is through social media ads. These are advertisements that are served to potential customers on the various social media platforms available. Ads can be placed on Facebook, Twitter, Instagram, YouTube, LinkedIn, and Pinterest.

GEO- FENCING for LAW FIRMS

Geofencing should be a prominent aspect of any digital marketing campaign that involves paid search. This aspect triggers an action when a mobile device enters a specific geographic area. You can set boundaries around certain businesses or areas close to where your business is located. For example, you can set a geofence boundary to send coupons, discount codes, security alerts and other features to engage customers when they enter into a set geographic area. Also known as geo-targeting, it is a popular marketing method used today.

RETARGETING AND REMARKETING

Retargeting is a marketing method that targets potential customers using ads and it is based on cookies. When a customer visits your website, cookies are used to track the movements of the visitor so you can then retarget them later with ads. Remarketing is a method that targets customers using email campaigns. Remarketing collects information about customers and creates targeted lists so that emails can be sent to them for specific products, services or offers at a later date.

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