10 Proven Steps to LinkedIn Ads Success in 2023
From sponsored content to Matched Audiences and everything in between, here's what you need to know to create effective LinkedIn Ads in 2023....
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Bus ads. Bench ads. Radio ads. TV ads.
What do these all have in common? Aside from being fan favorites among law firms, these platforms require exquisite timing.
Even if these ads are perfectly placed to reach your target audience, it doesn’t guarantee they’re ready for your law services — or that they have the awareness to collect your information before the ad disappears.
It’s an inconvenient form of advertising, especially in a day and age when people are used to seeking services on their own.
This is what makes online advertising a gold mine.
If you’re not using pay-per-click (PPC) ads to promote your law firm, you’re leaving money on the table for competitors to take.
Let’s review why PPC is an important tool for law firms.
When a person needs an attorney, the first thing they do is head to Google to search for one. After search for a term like “personal injury lawyers,” they’ll see local ads (based on the user’s IP address):
These are pay-per-click ads, which means each time a user clicks on one, the advertiser (the law firm) pays a fee to the search engine. The rate varies, depending on the keywords you’re targeting. However, it can range anywhere from a few cents to a few hundred dollars.
PPC advertising is a form of search engine marketing (SEM), not to be confused with search engine optimization (SEO). The former requires you to pay to appear in ad-based search results (SEM), and the other is “free” to appear in organic search engine results pages (SEO).
Thinking about adding PPC to your digital marketing plan? You’ll need to understand the following SEM terms:
The term you’ll discuss frequently is the cost per click. If you’re wondering what running PPC ads will cost, you’ll want to pay extra attention to CPC.
If you find your ad spend is on the high side, here’s advice from Gabrielle Aldinger, SEM manager at HawkSEM:
“Your CPC might be much higher than you expect, depending on how competitive your keywords are. The best thing you can do for high CPC keywords is to monitor your conversion quality and conversion rate. If users search for high CPC keywords and click through to your ads, you’ll want them to convert. If the conversion rate is low or you have a limited budget for ads, think about targeting a wider variety of keywords with a lower CPC.”
In other words, it’s worth it to target the high-cost keywords if it generates a positive return on investment (e.g., high conversions).
The first thing your prospects see when searching for legal services are the ads at the top of the SERPs (search engine results pages). It holds position zero, beating the #1 spot SEO strategies aim for. So in a sense, it has a higher chance of getting a click than the landing page in position #1.
And if you’re using local service ads, you’ll have the bonus of being at the tip-top with the call functionality:
But being at the top is only one hurdle to overcome.
Next, you’ve got to create an ad that’ll entice users to click. That brings us to our next benefit: PPC marketing allows hyper-focused targeting.
With PPC ads, you can control who sees your ad using demographics targeting and super-specific long-tail keywords (e.g., “Houston divorce attorney for men” instead of “divorce attorney”).
You can find audience data in your ad platform’s dashboard. Or implement other tools that gather more granular audience details.
For example, ConversionIQ, HawkSEM’s own proprietary software, reveals who’s clicking your ads (and converting), so you can personalize your marketing campaign and messaging for better results.
Here’s an overview of the other benefits of PPC for law firms:
Then if you apply ad extensions, you can change the look of your ads. For example, the sitelink extension takes up more real estate, making the ad easier to spot. In this example, you can see more text beneath the ad, as well as links to additional site pages:
And here’s another example, but with links directly beneath the ad copy:
These are helpful for directing leads to other important pages that guide their purchasing decision. For example, including testimonials and case results to show (not tell) how you can help them.
Pay-per-click advertising isn’t new — in fact, a report by CallRail shows 78% of law firms already use paid search to drive growth. But 82% say the ROI isn’t worth it. No surprise, given that only 13% generate leads from their campaigns(!).
However, the issue isn’t the medium — it’s the campaigns.
As advertising experts, we wouldn’t feel comfortable representing ourselves in the courtroom. So lawyers shouldn’t expect themselves to become digital marketing experts either.
That same CallRail report shows 83% of law firms that outsource PPC management say it improved campaign performance.
Nearly half of law firms are already planning to increase their budget for paid ads. If you’re doing the same (without the help of a legal PPC agency), make sure you avoid the following mistakes:
Every ad you create should have a dedicated landing page that speaks to a specific target audience. If you have a generic home page or service page, you’ll risk losing visitors who feel they’re in the wrong place.
“The more the landing page reflects the keyword and ad, the higher the chances they’ll convert,” says Aldinger. “Tailor landing pages to your target audience, as legal cases regarding different issues may be sensitive topics for individuals.”
For example, if you’re targeting a keyword like “personal injury attorney for teen workers,” then your landing page should discuss the problems relevant to teen employees and how you can help. Then optimize the landing page for that specific keyword instead of neutral keywords like “personal injury lawyer.”
Whenever we build a law firm’s PPC campaigns, we create an optimized landing page to go with it. For example, we increased the bids on high-converting divorce and child custody keywords on one of our legal client’s campaigns, and launched a custom landing page (on May 11th).
The result: their conversion rate average soared to 13.46%.
We used a mix of heatmapping and A/B testing to identify what elements on the landing page worked best (such as placing the CTA “above the fold” on the page).
Keyword selection is one of the most critical parts of your ad campaign. Get it wrong, and you could waste money targeting the wrong people. Or worse, not having your Google search ads appear at all because the competition is too fierce.
An example of this is choosing broad search terms.
“The legal space has really high CPCs, so it’s a great tactic to look for long-tail, practice-specific, and location-specific keywords to get the most qualified clicks,” says Rachel Corak, Lead Strategist at HawkSEM.
For example, targeting “divorce attorney” is too broad. Instead, you should include your city and practice, like “Houston child custody lawyer for men.”
A customer relationship management (CRM) platform organizes all of your leads so you know where they come from, who they are, and what stage they’re in the customer journey. It follows each potential client from lead to conversion.
It’s an excellent way to gather lead and customer insights to guide your advertising and marketing strategies. And it’s why we built ConversionIQ to guide client campaigns. Not only does it monitor leads coming in — it also identifies keywords driving qualified leads that convert.
Unless you’re offering virtual legal services, your PPC ads should include location-based keywords. This narrows your target audience, increasing the odds of a click and a conversion. Leaving out city or neighborhood keywords means your ad will appear in front of people too far away to use your service.
Geo-targeting also improves your odds of appearing in the Google 3-Pack, which shows a map and the top three businesses in the area:
To appear here, you must enable the location extension.
It’s tempting to use competitor keywords (e.g., their law firm’s name) in your ads to boost your visibility and clicks. But you may want to think twice.
“Getting a high keyword quality score is difficult without using the competitor’s name in your ads or on your landing pages. Instead, try a search campaign targeting a Custom Audience of users that searches for your competitors’ keywords and visits other law firms’ websites,” says Aldinger.
This workaround allows you to snag your competitor’s audience without unintentionally promoting them in your ad and landing pages.
Running PPC campaigns isn’t a one-and-done deal. It requires constant attention and pruning to ensure you’re getting the best results. What worked this month may not work next month, so constant reiteration of your keywords, ad copy, images, and CTAs is key.
Use tools to analyze your campaigns to determine which ads are underperforming (e.g., getting clicks and no conversions or impressions), then run experiments to see what increases the clicks and conversions.
Google. Bing. LinkedIn. Facebook. There are many platforms lawyers can use to advertise their firms. But which is ideal to reach target customers?
“If you represent individuals, Google or Bing can be a great place to start. Many people look to search engines for more information when they’re in difficult legal situations” says Aldinger.”But if your law firm’s typical audience is a business, or you want to target job titles or industries, LinkedIn would be your best bet.”
This approach allows you to target users more accurately and meet them where they are. LinkedIn might have a higher CPA, but you’re reaching a more specific group of users, and the clicks and conversions you get are typically higher quality.
A successful PPC campaign requires careful planning and execution. So let’s start with the planning — here’s what to do before building a PPC campaign:
To make your landing page perform better, use these optimization tips from our Lead Strategist:
Use the insights you gather from your research to develop ads and campaigns that are relevant and highly targeted for a specific group of people (e.g., young mothers going through a divorce).
Now, it’s time to create a PPC campaign. You’ll have similar sections to cover no matter the platform you choose. Here’s an overview of the process:
Managing PPC campaigns is a lot of work, but it’s worth the effort when using the right strategies. Unfortunately, the Call Rail report shows 39% of lawyers say paid search is underperforming for their firms.
If you’re in this boat (or want to avoid it), then here are several strategies to adopt.
Having targeted keywords throughout your ad helps Google understand who you’re targeting. But don’t overdo it — adding the terms to your headline and once in the ad copy is enough.
This ad targets keywords similar to “family law attorneys,” which improves the ad strength and keyword quality score.
Google takes this into consideration when deciding whose ads will appear in search (yours or a competitor’s). As a result, having the keywords in the ad copy is crucial. The first text a user reads from the ad is similar to or exactly what they’re searching for, which will improve CTR.
We used high-quality keywords with high conversion rates in the ads we managed for a client’s law firm. And you’ll never guess what happened next — they reduced their ad spend in August from $210/day to $40/day because they were getting too many quality leads.
This just goes to show the power of optimizing ads with the right keywords.
When you add the location extension to your Google ad campaign, it shows more information about your law firm. For example, you can include your address, phone number, office hours, and additional helpful links.
It also increases the odds of getting clicks, since prospects can see whether you’re near them and available to take their call right now.
What is it you want prospective customers to do? Call to schedule a consultation? Visit your office? Or fill out a lead form? Whatever the call to action is, include it in the body of the ad, so people know what to do next.
You can also add other details to make your law firm stand apart.
“Add information like the number of cases worked or years of experience to set a foundation of trust that you can help them,” Aldinger advises.
Your landing page is optimized for the target audience. But don’t forget about the rest of your website. Odds are, visitors will browse through the rest of your site to get a feel of your legal status. This is where you can showcase your legal prowess.
“Include how many cases your firm worked on or individuals you’ve helped,” says Aldinger. “Reviews are also great to showcase your firm’s experience relating to those specific case types. Legal cases can get expensive quickly, so the user needs to know you’re going to fight for their best interest.”
Then to weed out those who are only there for answers, place FAQs at the top of the page (instead of the bottom). We’ve seen success doing this because it provides general legal information to those at the top of the funnel.
The sooner you can connect with a lead, the higher the odds of closing a deal. CallRail’s report mentioned above shows that 46% of law firms state phone as the preferred outreach method for legal prospects.
On average, it takes law firms five hours to respond to prospective clients. Roughly 99% of firms are okay with their response times.
However, due to the time-sensitive nature of the legal industry, slow response times lead to 46 lost prospects per year, equating to $200,000 in lost revenue.
So if you can get on the phone within the first few hours, the less likely you’ll lose a lead to a competitor.
Running a law firm takes a lot of time and effort. Unfortunately, so does managing a profitable PPC campaign. Paid search is an investment that keeps on giving, but only with the right tools and strategies.
Implement both, and you can reduce time spent managing your PPC, while still maintaining a positive ROI.
Bookmark this guide and follow it to enhance your PPC efforts and maintain a competitive edge.
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