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Take your law firm business out of the shadows of online anonymity now and boost your digital presence with paid advertisements. Many modern businesses are now incorporating different digital marketing tools to their advantage. So, if you want to join the online marketing train, you should understand how ad campaigns work. In the United States alone, a survey says that one out of three people will seek legal advice throughout their life. Moreover, three out of four individuals will use the internet to look for lawyers. This makes your online presence critical in finding new clients. And what better way to do that than utilize paid ads.
Paid advertisements, when done right, can catapult your law firm business to the front row of your industry. But you have to take note that it should be done with careful planning as to not waste your resources. Keywords and phrases are the cornerstones of a great paid ad strategy. Knowing what your target audience usually looks for when finding legal counsel can make your site instantaneously appear on top of the search results. This means that even when your site is still new, your ads can immediately get you qualified traffic and boost your revenue.
Now that you understand the importance of paid advertisements on your law firm business and how you can use it to maximize their potential, it’s time to start your campaign. Digital marketing for lawyers is getting more and more competitive as time goes by. To ensure your slot on the top and stand out among your competitors, Vigorant is your best bet. Our team of professionals can help you create and monitor high-converting ads that will give your law firm the result you deserve. The only thing you have to do is to visit us or book a call now, and we can start leveling up your law firm marketing.
Resources: How To Use Video Marketing In a Law Firm
Though Google ads are one of the biggest platforms for brands’ online advertising, there are some reasons when other paid advertising channels can work better for you. This section is about a brief description of Google ads, their numerous advantages over other advertising channels, and the reasons why you must pick them for advertising your business. It will also throw a brief light on a few other paid advertising channels so that you can know what works best for you. So, let’s begin.
Google ads is an online advertising platform founded by Google, and it is a great way to drive good-fit or qualified traffic towards your business. If it is managed correctly, it can lead to better ROI than other platforms. It is best to choose when:
You have better knowledge of keywords usage and optimization.
You run a small business and are striving for lead generation for your brand.
You own a local or B2B business and want to have more customer outreach.
One of the most significant advantages of using Google ads is its massive outreach. Google can handle around 40,000 queries within a single second, and in this way, your ad can reach millions of people around the globe.
Google ads are highly flexible and cost-effective.
Google ads help to monitor your success rate and provide valuable insights from the customer’s perspective.
When managed correctly, Google ads target qualified traffic and readily increase your brand’s awareness within less time.
It measures your performance consistently and helps you generate the best ROI (Return on Investment) for your brand.
There are numerous reasons for choosing Google ads for your brand. For instance, it is the best tool for lead generation and helps you rightly target potential customers. With Google ads, you see quick and transparent results of your campaigns, and in this way, it taps high-quality traffic. Google ads have an impressive analytics and performance tracking system, which helps you think from customers’ points of view. Moreover, these ads are highly flexible compared to other paid channels, and you can choose your marketing spend accordingly, and your money never gets wasted.
At times, there are some benefits of diversifying your paid media spend by incorporating channels along with Google ads. This is illustrated by the information given below.
Your targeted audience might be spending more time on platforms other than Google. For instance, business professionals are more inclined towards LinkedIn for business-related ads than depending upon Google.
The current era relies heavily upon an eclectic approach for better results. The other platforms, along with Google, will complement your ads, and you would not need to remind your customers about the products and services of your business. They will automatically see them on various available platforms. It will increase your ad’s chance of being seriously noticed, and in this way, you can reach millions within a few minutes.
When multiple paid advertising channels are used, they decreased risk, especially when it comes to brand safety.
Another reason for relying on paid advertisements other than Google is that Google ads aren’t beginner-friendly. It is usually a tough nut to crack and therefore requires some expertise in handling it. However, if it is managed correctly, you can never have a platform better than Google ads.
Here is a brief description of 5 paid advertising platforms other than Google ads for your enlightenment. Reviewing the information will help you in knowing what works best for you.
Facebook ads are paid messages that are targeted based on the profile information of the users. They come in wide varieties by which you can choose to advertise your page, post (s), website, or much more on Facebook. They work best for:
Entrepreneurs of every level, be it managers, self-employed, investors, or otherwise.
Businesses that have their targeted audiences on social media.
Six Ads is a Shopify app that lets you run your ads on Instagram, Google, and Facebook. Both small and medium-sized businesses are getting ample benefits from this platform by advertising in the right direction. It is best to choose when:
Businesses that have tangible products to sell.
Entrepreneurs who do not have sufficient time to perfect their ads.
Businesses who have their online stores at Shopify.
Entrepreneurs who are looking for an accessible platform for advertising their brand.
Bing ads serve around 639 million users worldwide and are a great source of targeting maximum people. These ads are shown on all the Microsoft devices, platforms, and partner websites, like Info Space, The Wall Street Journal, etc. These ads work best for:
Businesses whose targeted audience is at least 34 years old earn at least 40,000 dollars per year.
Online businesses like E-commerce, B2C, B2B, etc.
Amazon ads improve brand awareness and product visibility to the extent that people turn to these ads to buy the products. These ads gather valuable insights from customers’ perspectives to maximize their outreach. It is best to choose Amazon ads when:
Your business sells tangible products online.
Your business is already selling its products on Amazon, and you want to expand your brand for more sales.
LinkedIn Ads are a powerful marketing tool for promoting businesses through sponsored posts and other methods. It is an excellent source of generating business leads and better online recognition of your brand. It is best to choose these ads when:
You have a flourishing business in the B2B sector.
You run a SaaS-oriented business model and want post boosting.
You are interested in event advertising and want to directly reach out to customers via personal messages in their inboxes.
There are many alternatives to Google ads that can significantly facilitate you, especially if you integrate more channels for advertising. This will help you find a larger audience for your business and eventually lead to more sales. However, there is no doubt that Google ads are the best advertising platform for maximum outreach. So, why not master its tactics to outgrow your business?
Running a successful ad campaign requires innovative strategies and clever management. You can’t expect to throw in a certain amount of money and get better leads. Instead, it will be rewarding if you do some background market research and plan your moves accordingly. This article will talk about expert tips for running Google ad campaigns that you shouldn’t ignore, especially if you are looking for an increased ROI (Return on Investment).
Take your time to think through your business’s fundamental goals and advertising needs. Start from the big picture and develop generic goals first. Then, narrow them down to have a clear mindset. Once you have decided upon your ultimate goal, you can start planning the required action needed for a successful ad campaign. Here are a few tips on how to set a clear goal for Google ads:
Have realistic, specific, and achievable goals.
It is better to define goals before building the ad campaigns.
Measure the quality score and test your plans accordingly.
It is always better to design your ad from the customers’ perspective. Never mislead your customers. Create ads by providing accurate information and make each ad group entirely relevant to the landing page. Keep the following things in mind in this regard.
Make sure your ad has clear pricing and has well-stated delivery charges (if required).
Do not exaggerate the performance of any product. Please keep it simple and accurate.
Use qualifying texts with clarity. Do not hide it to deceive the customers.
Thorough research is the key to running successful ad campaigns. Utilize it thoroughly to understand your target audience. For this purpose, do the following practices:
Know your competitors and see how they are running their ad campaigns?
See the types of sites your targeted audience is inclined towards and on which they spend most of their time. Check out the site’s language and the style of reaching out to their clients.
Conduct market research and create a quantitative survey to be sure.
Negative keywords are helpful to avoid words that seem inappropriate or the ones with which you don’t need to affiliate. The negative keyword refines your traffic and maximizes the conversions. A few pro tips in this regard are listed below:
Explore the market trends to figure out the keywords that are incompatible with your business model.
Add the suitable negatives using tools like the ‘search terms report’ and the ‘keyword planner.’
Add appropriate negative keywords type, i.e., phrase, broad, or exact match as per your business need.
Google data analytics help gain better insights and generate ad reports which are imperative for every business growth. From impression to conversion, data analytics give a more precise and clear understanding of the user path. A few tips for running successful ad campaigns via Google Analytics are listed below:
Link your Google ads account with Google analytics.
Use Google analytics data wisely to check the quality of your ads.
Also, enable auto-tagging for a comprehensive understanding of Google ads.
Another pro tip is to embrace extensions by adding them directly in your ad. Specify your information such as your:
Ad extensions have numerous advantages, specifically for running ad campaigns. They increase the ad’s visibility and bring in lower cost per click, higher click-through rate, and help in ad personalization. They provide significant assistance in improving the Search Engine Marketing (SEM) campaigns.
Conversion tracking is essential because they aid in revealing the performance of ads and listings. For successful ad campaigns, it is vital to maximizing your conversion rate to expand your business growth. Maximize your conversions by:
Removing distractions and use specific keywords.
Adding testimonials, logos, and reviews to improve your ad’s position in the customers’ eyes.
Adding a pop-up to your site as well as a live chat.
Optimizing the Google ad conversions to improve the ad’s functioning.
The ads campaign has to be carefully monitored and tested. Remember, running ads campaign is not always constant. New market trends frequently come, and you need to adjust as per the customers’ demands. A few good tips on this aspect are listed below.
Try slight variations on keywords, landing page, ad copy, etc.
A Google ads course can also be of great help.
You can also hire a Google ads agency for guidance.
Measure everything to find out metrics for costs, click-throughs, or impressions. These metrics will help you in knowing the rationale behind such changes.
If you follow the above tips, things can turn out better. Analyze and apply them to run your subsequent Google ad campaigns without any doubt. Last but not least, pay considerable attention to the recent market trends to get along.
Well-crafted Google ad campaigns bring in more clients and help in lead generation. However, it is vital to monitor these ad campaigns to establish a better online reputation and understand users’ behavior. Moreover, monitoring ad campaigns helps manage the finances better and create a remarkable landing page for the audience. The most significant advantage of monitoring your ad campaigns is having a focused future strategy which leads to more sales. If you are looking for the best ways to monitor your campaigns; then let's scroll down the information below.
Though pay-per-click is an excellent way for online advertising, it can also cause some confusion. That is because you are not sure whether the money you spent on Google ads is worth it or not. So, to monitor your campaigns effectively, it is good to check the status and effectiveness of your Google ads by signing into your account.
Once you sign in, click on the campaigns tab displayed at the top. From there, go to the ads tab on the next page. Here you will come across three important tabs, i.e., status, average CPC (Cost-per-click), and CTR (Click-through rate). With the help of these three tabs, you can easily monitor your Google ad campaigns.
The status tab displays statuses like eligible, approved, under review, site suspended, pending, paused, etc. These depend upon the functioning of your ad. This tool also helps to check the effectiveness or health of your ad. To monitor your ads, do not forget to check their status off and on. It will allow you to gather important insights into your ad’s visibility.
One tool that aids in monitoring your Google ads campaign is the average CPC. This feature displays the total cost of the clicks your ad has received. It divides the total cost of the clicks by the number of clicks to get the average.
Another important tool for monitoring is CTR. This number lets you know how often users are clicking on the ad that you have displayed. A general rule is to check if this number is below 1%. If this is the case; then it means your ad is not up to the mark due to which, it might not be reaching the right audience due to its lack of effectiveness. Therefore, have a close eye on status, average CPC, and CTR to get the best results.
Statistics play a crucial role in tracking the campaign’s performance. For running successful ad campaigns, it is imperative to analyze statistics coming along your way. It is better to organize key statistics into a spreadsheet to know what works and what doesn’t. Monitoring the statistical data will help you understand the best patterns for running ad campaigns. Moreover, they will assist you in allocating suitable funds for maximizing clicks, conversions and minimizing cost-per-click and cost-per-conversion. Here are the three best tips to properly track your ad campaigns:
Customize the Columns
One of the best ways to track your ad campaigns is to customize the columns. These customized columns show percentages of total impression share that your ad gets—the higher the rate, the better the result. Customize your columns to include Search Impression Share; Search Lost IS for budget, Search Lost IS for rank, and Search Exact Match IS.
The higher percentage of these columns (Search Impression Share and Search Exact Match IS) indicates that viewers view your ad more often. A search impression above 90% share means that your ads are mostly displayed and seen by viewers. A low percentage of Search Lost IS (for budget and rank) is a good sign. It means that viewers have not missed out due to the low positioning or budget of your ad.
Record the Total Clicks
When you record the total clicks for your ad campaigns, you can better view the trends daily and weekly. Moreover, it gives you the power of insight to closely monitor what is suitable for your campaign and what’s not. Therefore, it is best to record the total clicks, average CPC, average position, CTR, etc.
Take Help from the Keywords Tab
Click on the Details menu and Select “All” on the keywords tab under “Search Terms.” A list of all the actual search queries will be displayed in the second step. At this level, you can view what people are searching for most. You can also add negative keywords based on this information to filter out irrelevant impressions and clicks.
Though monitoring ad campaigns requires good analysis and statistical skills, you can still master it with patience and persistence. A pro tip is to make notes to track whenever you make any change to analyze the campaign’s overall performance. This tip will help you correct analyze what works for your campaign and what isn’t right.
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Vigorant is all about providing world-class digital marketing services and creating long-term business partnerships. We provide advanced and top of the line digital marketing strategies to help businesses in reaching remarkable results. Our team of experts tailor a road map of digital marketing techniques crafted for every single business to make them thrive online.