Google Ads continue to be a mainstay in the advertisement strategy repertoire of many law firms that are leveraging paid advertising. Google’s ubiquity as a search engine means it can deliver unique value to advertisers, although inefficient use of Google Ads can lead to wasted funding.
According to Jeff Lantz, an expert from Esquire Interactive, there are notable steps that legal firms can undertake to ensure the effectiveness of their Google Ads campaigns and get the most out of their financial investment.
Initially, the construction of an SEO-friendly website is paramount, providing a solid foundation for the further implementation of pay-per-click (PPC) advertising strategies. PPC advertising essentially requires advertisers to pay a fee each time one of their ads is clicked.
The next stage involves the carefully planned building of a Google Ads campaign, which could also include the deployment of landing pages – web pages created specifically to prompt visitors to take an action, better known as a call to action (CTA).
The creation of effective Google Ad content should come next. Lantz emphasizes that content that can elicit emotional responses from consumers yields better results. Moreover, making the most of keywords is an essential step, allowing your ads to better align with user queries and reach a larger audience.
In addition, it is important to consider clickthrough rates when deciding on your advertising strategy. Clickthrough rates offer an insight into how many users visited a web page by clicking a specific link.
Anyone running or planning to run a Google Ads campaign would do well to check out the podcast with Jeff Lantz and its accompanying video series to learn in more detail about managing Google Ads effectively.
For those keen on discovering major resources, the CRM Buyers Guide hosted at the Non-Event contains top-notch materials. The Non-Event, predominantly supported by vendor sponsorships, features Jared Correia as the host of its key podcast. Correia is well-respected as a consultant and legal technology expert.
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