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 golden rule for attorneys that want to stand out. Google knows that demand is there and is constantly trying new services and features.
In multiple previous articles, we’ve concentrated on PPC for Law Firms. From why Google Ads in Spanish is the top option for Law Firms to attorney Local Ads & LSAs, and specialized case studies on particular practice areas such as Personal Injury, Workers Compensation, Immigration, and Bankruptcy. That being said, it’s evident that we keep our eyes open, and we’re on the lookout for new features that can improve results and yield better ROI. In this article, we’re exploring those new features and how you can use them to strengthen your Your 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. Still, 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. That practically 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? 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, set your desired CPA, and everything else works the same.
The second YouTube-related new feature is the most recent on this list, counting 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 if it helps with conversions.
- Tighten Frame: That 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 offline and online is a challenging and complex task that isn’t always feasible. Especially these days, that we’ve grown used to virtual meetings, online consultations, and generally an online world, forgetting about offline is possible if not probable. We are preaching about 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. Returning visitors to your website and clients are a big part of the potential revenues and cases. Still, search engine marketing can be a decisive factor for your practice’s sustainable growth. The updated Google analytics and their 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 will allow you to differentiate new users is a critical element that you can use through your tag manager tool.
- Gallery Ads
That’s not 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, however, is that this placement can sometimes dominate the search results. Even though often you can’t target the most high-intent keywords, but primarily searchers in the initial research or informational stage. These mobile focussed 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, focussing on your brand image and related to your 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. We’re talking about Gmail ads that 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 change, improvement, and new features.
- If your main goal is to increase your caseload substantially, establish your Law Firm’s brand, and achieve sustainable growth, then exploring new options that can help you open up to larger audiences is your go-to choice.
- All the new features are great additions to a complete strategy, but at least for now, we don’t see them as standalone. The Search Network, and Google Ads in Spanish, is still the king for Law Firms that want to stand out and beat the competition.