Need to use PPC advertising to stand out from the competition?
You’ll need to focus on building a well-planned strategy that allows you to outsmart—not just outspend—your competitors.
Law firms that succeed in PPC do so by managing campaigns thoughtfully, rather than throwing money at random ads. If you’re ready to make this year one of your best yet, here are key ways to achieve successful personal injury digital advertising.
Step 1: Build a PPC Strategy Before You Spend
Too many law firms waste money on ineffective PPC campaigns. In fact, some studies show that as much as 61% of PPC spend is lost due to poor keyword choices and a lack of audience understanding. To avoid this, start by planning your strategy carefully.
Know Your Budget
First, understand your value per case. Then determine what portion of that value you’re willing to allocate for marketing. With these numbers, you can create a realistic personal injury PPC budget based on your case goals.
Set Clear Objectives
Ask yourself:
- What do you want to achieve with your PPC campaign?
- How many new clients will justify the campaign cost?
- How long will the campaign run?
- Are you targeting people who need immediate legal help, or those who may need it later?
Understand Your Campaign Needs
A successful personal injury PPC campaign involves many components, from ad copy to landing pages. Make sure you’re ready for all the moving parts, including A/B testing and performance tracking, to ensure your campaign is on track.
Step 2: Know Your Keywords—Research Matters
Effective keyword research is key to driving valuable leads. Here’s how to approach it.
What Are Clients Searching For?
Popular keywords like “personal injury attorney” can be expensive. Instead, look for related, less competitive keywords. Tools like Google’s autocomplete feature or answerthepublic.com can help. Use negative keywords to prevent your ad from showing for irrelevant searches.
When Are They Searching?
Your target audience might be searching for legal help during business hours, which means that running ads 24/7 could be draining your budget unnecessarily. Use ad scheduling (also known as dayparting) to show your ads only when leads are most likely to convert, reducing your costs.
Where Are They Searching?
Ads on legal review sites tend to generate higher-quality leads. Additionally, geo-targeting allows you to focus your ads on specific cities, states, or zip codes, ensuring you reach clients who are more likely to hire you.
Pro Tip: Struggling to stand our in a competitive market? Try bidding on your competitor’s name. With a strong, convincing ad, you could turn their clients into yours.
Step 3: Work with an Experienced Personal Injury PPC Agency
A great personal injury advertising campaign needs creative ad copy and branding that stands out. Finding the right voice while remaining professional can make all the difference.
At Scorpion, we specialize in helping law firms with digital advertising strategies, from personal injury PPC to brand development. Let’s discuss how we can help your firm succeed with targeted campaigns.
