PPC (pay-per-click), if implemented correctly, can be a significant traffic and case driver for law firms. Google Ads, with all of their components (Search Network, Display Network, YouTube), are usually the gold standard for attorneys that want to stand out. Google knows that demand is there and is constantly testing out and trying new services and features.
In multiple previous articles, we’ve concentrated on PPC for law firms. From why Google Ads in Spanish are the top option for law firms to the importance of attorney Local Ads & LSAs for specialized case studies or particular practice areas, including Personal Injury, Workers Compensation, Immigration, and Bankruptcy. That being said, we know it’s essential that we keep our eyes open and remain on the lookout for new features that can improve results and yield better ROI. In this article, we’re exploring some of these new features and how you can use them to strengthen your law firm’s PPC campaigns.
- What’s new?
- The Display Network and YouTube Ads
We are strong supporters of both the Display Network and YouTube Ads as complementary strategies for law firms that want to increase their caseload and build brand awareness. We’ve gone over the complete strategy guides in separate articles. Today we’ll be looking at what’s new, and the update here is worth mentioning as Google has introduced a “pay for conversions” option in the strategy. Both the display network and YouTube are most commonly used for brand awareness, but in an effort to change this perception, Google has introduced CPA (Cost Per Acquisition) targeting. Practically, this means that the AI will find the most relevant placements for your ads, making them more likely to convert. Sounds like a win/win situation, no? It does, but please keep in mind that you’ll be aiming for quality and not necessarily quantity. All you have to do is log in to your Google Ads account, select “conversions” as the focus, and set your desired CPA. Everything else works the same.
The second YouTube-related new feature is the most recent on this list. It’s been less than a week since its announcement. Google is introducing YouTube Video Experiments that will allow you to boost your creative performance. The three experiments mentioned on the dedicated page are:
- Supersize Text: With this feature, you can experiment with larger texts and elements such as your law firm’s logo, testing to see if it helps with conversions.
- Tighten Frame: This one is all about zooming into the most critical parts of your video ad. Can this improve your campaign’s performance and drive consideration?
- Make it easy to purchase: Experiment with your CTA (Call To Action) by placing it at the beginning of the video ad or the end. What’s the impact of each choice on the conversion count and rate?
- Offline conversions tracking
Combining your offline and online presence is a challenging and complex task that isn’t always feasible. Especially these days, when we’ve grown used to virtual meetings, online consultations, and generally an online world, forgetting about offline is not only possible, it’s probable. That’s why we advocate for the value of mobile traffic and its increased intent. According to Google stats, 30% of mobile searches originate from local searches. That means, in normal conditions, a client could pop up at your location and come in to ask for a consultation or some initial information. With local ads, you can show your ads to searchers around your location, and from there, you can set up omnichannel tracking allowing you to get information about visitations in addition to your regular online conversions.
- Customer acquisition
This part is often connected to Google shopping, but the general concept goes way beyond that and extends to all Google Ads campaigns, making this relevant to law firms. Visitors returning to your website and clients are a big part of potential revenue and cases. Still, search engine marketing can be a decisive factor for your practice’s sustainable growth. The updated Google analytics in combination with Google Ads can help you track “new acquisitions.” All you need to do is connect your accounts and set them up so they can recognize the channels bringing conversions and proceed to attribution. Setting separate tags that allow you to differentiate new users is a critical element that you can use through your tag manager tool.
- Gallery Ads
This isn’t the most conventional option for law firms, as most of the time, they don’t choose to show ads through the gallery option. The truth is, however, that this placement can sometimes dominate the search results. Even though you often can’t target the most high-intent keywords, these searchers are primarily in the initial research or informational stage. These mobile focused ad formats can give you an alternative targeting method, allowing you to get in front of larger audiences, potentially at very competitive CPAs. The first step would be to create your creatives, focusing on your brand image and relating it to the services relevant to the search queries you’d like to target. Then, those will be served on:
- YouTube: On the home screen, where a vast majority of users are more open to discovering new brands, allowing you to enhance your brand awareness.
- Discovery: On the Google Discovery app, you can potentially show your related services where people are browsing the news. If, for example, you are an Immigration attorney, you could show ads for a related topic/interest.
- Gmail Ads: That’s an option that we wouldn’t insist on as discovery ads are absorbing them. However, Gmail ads can allow you to expand your reach on the email platform further.
Time for our takeaways:
- Google Ads is a living environment characterized by constant changes, improvements, and new features.
- If your main goal is to increase your caseload substantially, establish your law firm’s brand and achieve sustainable growth. Then explore new options that can help you open up to larger audiences.
- All the new features are great additions to a complete strategy, so, at least for now, we don’t see them as standalone. The Search Network and Google Ads in Spanish are still king for law firms that want to stand out and beat the competition.