How Personal Injury Firms Win at Google Ads
Personal injury firms are missing out on a gold mine, and it’s all thanks to their poorly-managed ad campaigns.
It’s time to stop wasting money and finally take control of your paid advertising. Keep reading for six ways to make the most of your law firm PPC budget, as explained by EverSpark’s PPC Account Manager Jamie Hallen.
1. Identify Your Testing Budget & What You Want to Get Out of It
It’s foolish to put all your chips into PPC without first testing the campaign. Unless you somehow defy the laws of the internet, you’ll end up wasting money and time.
That’s why our first suggestion for making the most of your PPC budget is to give your ad a trial run.
We run PPC tests religiously because they’re the best way to know if your campaign is doing what you want it to.
Functionality isn’t the only thing we’re testing here, not by a long shot.
During the initial test, our PPC team gathers other pieces of data, including initial search volume (how often people search for the desired keywords), how much those desired keywords cost, the quality of clicks coming in, and more. We’ll use this to optimize the campaign once you establish a more sufficient budget.
We run tests throughout your campaign, but the most important is the first.
While we’re speaking of firsts: The first thing you need to do for your first test is to set a budget. The amount can, and should, be significantly lower than your actual, live ad budget.
For personal injury firms, we typically recommend setting a test budget between $2,000 and $5,000 (depending on your location and practice area).
Once you have your test budget, it’s time to make some goals. What exactly do you want out of your PPC campaign? Do you want more cases? More calls? Is there a certain type of case you want to push?
Now is the time to decide.
2. Set Up Proper Campaign Structure
Driving without a map will almost certainly cost you money, time, and fuel. In the same way, making ads that lack proper campaign structure will cost you time, money, and most likely your peace of mind.
You need a solid framework to reap the rewards of pay-per-click advertising, so here a few tips for setting your campaign structure:
Start with low-hanging fruit.
In other words, the most desirable keywords in your area of practice (For example, “personal injury lawyer” would be low-hanging fruit for a personal injury attorney.)
Once you have some feedback on how these keywords performed, you can better gauge and tweak subsequent campaigns.
For example, you might find out that your desired audience uses the word “PI” instead of “personal injury.” Because you built a wide foundation, you can do a better job of capturing your intended audience.
Once you have initial data from these “meat and potatoes” keywords, you can dive deeper and establish new keywords based on what you’ve discovered users want to see.
Campaign structure is one of the most important, but often overlooked aspects of pay-per-click advertising. If you’re just starting out, give our PPC team a call. We’re happy to help lay a solid foundation for hard-hitting advertisements.
3. Ensure Tracking is Accurate
“The more you track, the less you lack.” – EverSpark’s PPC Team
The enlightening quote says it all: the more accurate your tracking, the more likely your campaign will meet your goals.
Whether it’s phone calls, form fills, live chats, or all of the above, tracking needs to be set up properly. Otherwise, you’ll just spend your money blindly.
That doesn’t stand with EverSpark. We make sure we’re tracking the right things, on the right platforms. If we need to track clicks but you don’t have Google Analytics set up, we’ll set it up for you.
Once all the proper platforms are in place, we set up tracking in Google Analytics, Ngage (or other live chat software), and Google Ads so we can monitor how and when visitors arrive on your site and who is filling out your forms.
But tracking accuracy doesn’t end there. EverSpark is different from other law firm PPC agencies because we look at all the data we can get our hands on. Unlike other companies, we don’t stick to what’s shown in Google Ads – conversion rate and cost per click.
Instead, we go far more in-depth and also look at metrics like cost per acquisition and cost per sale of an ad. That’s tracking with style.
4. Monitor Continuously
One thing is certain – you won’t make the most of your law firm PPC budget by treating it as a one-time gig. Dedicated, continuous monitoring is necessary for a successful campaign.
The good news is, EverSpark can do all the monitoring for you.
Google Ads and Analytics will receive regular visits from us as we evaluate how your ads are performing (if users are clicking on ads and converting). If the numbers aren’t looking so great, we’ll adjust keywords or bids and optimize the ad copy to get as many quality clicks and conversions as possible.
This is where we can also identify negative keywords (keywords you don’t want to run ads for) and potential new keywords based on our findings.
5. Match Your Keywords Correctly
To bid on keywords in your PPC campaign, you first need to choose a keyword match type. Whichever type you choose – broad, phrase, or exact – tells Google how widely or closely you want your advertisement to match user searches.
The fate of an ad depends on its keyword match type. Choose a type that’s too broad, and you risk your ad being shown to an irrelevant audience that isn’t likely to hire you.
Let’s say you run a personal injury law firm. You choose the broad match keyword “injury lawyer,” thinking you’ll capture a wider audience. Instead, your ad is displayed to people searching for terms like “basketball injury” and “traffic ticket lawyer,” which have nothing to do with your practice area.
Too-broad keywords are problematic, but so are too-specific ones. Choose a type that’s too specific, and you risk cutting out valuable users.
For example, the keyword “personal injury lawyer with 15 years’ experience” is far too precise. How many people do you think are searching for an attorney with exactly 15 years of experience? Not many.
For these reasons, our law firm PPC team recommends setting keywords to phrase/exact match. This option gives you control rather than Google in determining who sees your ads.
6. Never Stop Researching
Just because a PPC campaign is live doesn’t mean it’s perfect. From diving into your search term report to conducting competitive analysis, research helps to identify new campaigns and keywords, opening up new opportunities to maximize your return on ad spend.
Need help with your law firm PPC budget? Look no further.
We’re born researchers at EverSpark. When you work with us, you can rest assured that we’re reading up on all the latest trends, trying new methods, and thinking critically about what could work best for your business.