Understand your Hispanic market segment and set parameters
One of the most important things to consider when building your PPC for lawyers campaign is to understand the Hispanic market segment you’ll target and set parameters accordingly. If you’re targeting a foreign-born Hispanic segment that mainly speaks Spanish, you’ll want to set up your PPC campaigns in Spanish to target that audience.
It’s also important to consider what you want to accomplish with your campaign, whether it is to drive Spanish speaking clients to your law firm's website or to build brand awareness. By setting parameters and defining your PPC as much as possible, you’ll reap more results than by just shooting without a target in sight.
Do your keyword research
If you’re relying on English-to-Spanish translation for your PPC campaign keywords, you’ll be disappointed in your ROI. Keywords play a fundamental role in PPC advertising. These keywords define where your ads show up, so if you’re a personal injury lawyer targeting injured Hispanic prospects, you’ll want to show up when they look for un “abogado de accidentes” in their area.
When it comes to PPC marketing for lawyers, search engine optimization is a must. Each ad you create needs to be assigned a set of keywords to target, and that’s how search engines will know when and where to display your ads. Not only do you want to select very relevant keywords that are aligned with the message of your ad, but you also want to research keywords that match what Hispanics are searching for when looking for a lawyer online.
Craft PPC ad copy that is culturally relevant
Not only do you want your ad to appear on Hispanic prospects’ screens, but you also want them to click on it. That’s the whole point of a PPC campaign!
No matter if you’re setting Google ads for lawyers or Facebook ads for lawyers, if your copy is not culturally relevant to Latinos, they will not click on your ad. It needs to be attractive, relatable, and informative enough for them to be interested enough in finding out what’s next.
Set up landing pages in Spanish
What is the page you send leads to through your PPC campaign? Is it poorly translated into Spanish? If that’s the case, you urgently need to set up a landing page in Spanish to attract Spanish-speaking Hispanics. Your landing page is your most important asset, after your PPC copy, to convert prospects into clients.
Not only does it have to be properly set up in Spanish, but it also needs to follow general good practices such as a clean design, attractive copy, and user-friendly content that is easy to use with a stand-out CTA button. These practices, along with an accurately translated page, will set your landing page for success.
Now that you know the three essential aspects of your bilingual PPC campaign strategy, let us show you why you should partner with the leading Hispanic marketing agency for bilingual law firms—Hey! That’s us, los expertos en marketing legal—to handle your marketing strategy.