Bankruptcy attorneys are in a competitive market that is constantly changing, and Google Ads is one of the best ways to get free leads for new clients.
The digital marketing landscape is constantly changing and highly competitive. To not only survive but thrive as a business and a professional, you must understand how to use the tools available to you. As a bankruptcy attorney, there’s no denying the highly demanding and competitive field you’re in.
To help you get excellent leads, you need a good strategy. One of the best ways to generate new clients is through Google Ads. After your law firm’s ads are set up, you can use Google Adwords to control who to target, how much you want to pay per click and the locations where you want ads to appear.
In today’s article, we’ll cover key strategies for how you can start attracting new business with Google Ads.
Control Your Bidding
Google Ads allows you to control how much you’re willing to pay per click, with a maximum amount. It’s important to note that this amount is all you pay, even if it’s not enough to win the click. The reason it can be risky to set a maximum amount is because you may be bidding higher than what you’re willing to pay, especially if the conversion rate is low.
When you don’t set a maximum bid, you are essentially bidding against everyone else advertising on the exact keywords. This could lead you to pay more than you have budgeted for, which means you’ll have to cut back on the budget at a later time.
You can also control your spending by setting a daily budget. This will limit your total spending over a specific time period. It’s good to limit your budget so you aren’t spending more than what you can afford.
Test Bidding Strategies
Bidding is an integral part of advertising with Google Ads. The lower your bid, the more likely you will win a click. However, the conversion rate could decrease as you bid lower.
Here are some strategies to test:
CPA Strategy—This is the most popular bidding strategy and the least risky. You pay whenever someone converts, regardless of the cost of the click.
Lift Strategy—This strategy means you’re willing to pay for a higher click because it leads to better conversion rates.
Manual CPC—This is another good strategy if you want to control your budget since you can control how much you bid on each click. It works best if you have a high conversion rate.
Utilize Negative Keywords
Ensure that your ads show up in front of relevant and desired audiences. One of the ways to do this is by using negative keywords. Negative keywords will help you prevent your ads from showing up for irrelevant searches. This is an excellent way to avoid irrelevant search queries from distracting your ads.
For example, if you want to avoid customers who only want bankruptcy information and don’t need a lawyer, you can set a negative keyword to stop the ads from appearing when the search term is used. If you want to be more specific, you can set negative keywords based on product or inquiry type (pre-qualification or do-it-yourself).
Create Local Search Ads
Your ad needs to appear in front of people actively in the market for your services. You should be sure to target locations in areas where your ideal client lives and specific locations where people are interested in your services.
Keyword targeting will allow you to show ads to people searching for specific things. You can then tailor your ads to match the audience you want to reach. Targeting the right audience is a fundamental aspect of your digital marketing campaign.
One way to get to know your ideal client is to pay attention to the searches conducted by people in your target market. By understanding the words and phrases used by these people, you’ll represent your services better and attract the right audience.
Schedule Your Ads
Google Ads allows you to schedule when your ads will run. The best time to run your ads is when people are most likely to be searching for your services.
You can use this feature to run ads during the week and on weekends. This will help you improve your potential for getting new business through Google Ads.
You can also use the feature to ensure your ads are showing in the morning, midday and late in the evening. These are the times when most people are searching, so they can be great opportunities to get in front of all sorts of people.
Run Campaign Experiments
Google Ads allows you to test varying ad messages and headlines to see which ones work best. This is called an Ad Experiment, and it can be a great way to compare your ad performance. You can try to find the best-performing ads and test how variations of the same ad perform.
This feature is a great way to test variations of your ad and find the ad that will attract the most customers. Once you’ve found an ad that’s working well, you can use the same copy to improve your results and get the most out of your Google Ads campaign.
Integrate Keywords into Your Ads
For your ads to be successful, you need to be relevant to your target market. The best way to do this is to make sure that your ads include the keywords and phrases used by your ideal client.
As you build your Google Ads campaign, the ads will learn what your ideal customer is searching for and then show ads to customers searching for something relevant to your business and services. This is a great way to show relevant ads to people who are actively in the market for your services.
Use a Variety of Keyword Match Types
The keyword match types in Google Ads can help you find many potential leads. The broad match type includes ad text that can be a synonym of the keyword. For example, if you are running an ad campaign for a bankruptcy lawyer, you could use the phrase “bankruptcy help.”
The phrase can also be “bankruptcy help,” “bankruptcy advice,” and “bankruptcy lawyer,” which would all be considered broad matches.
The broad match type is not as precise as the exact match type, but it does expand your reach. You can test which match type works best for your campaign. Once you have an idea of which match type is working best, you can refine your campaign by using exact matches as much as possible.
Don’t Forget Ad Extensions
Google Ads can help you run your business and find new clients. However, the Ad Extensions will help you get in front of the right people at the right time.
Ad Extensions are a fantastic way to stand out on the Google search results and get more clicks. They are a great way to let people know more about your law firm and highlight things you do better than other law firms.
The Bottom Line
It’s essential to set up your Google Ads, test your bidding strategy and then run experiments to see what works best. By taking the time to set up a Google Ads account and optimize your ads, you can attract more new clients.
If you need assistance navigating the world of Google Ads for bankruptcy attorneys, allow us to help you. New Digital Marketing Agency is a data-driven marketing agency. We aim to help you elevate your brand and grow your business through focus and data-driven solutions. For more information, get in touch with us today!