How Does PPC Work?

lawyer websites

Pay-per-click (PPC) advertising is a popular and effective way for lawyer websites to get found online. How exactly does it work? Understanding the basics can help you understand how to use PPC successfully to promote your lawyer websites.

What Is PPC Advertising?

With PPC advertising, you pay each time someone clicks on your advertisement. Your ads will appear on search engines like Google and Bing when people search for terms related to your business. When potential clients type in your keywords, your PPC ad has the chance to show up at the top of search results. You only pay when searchers find your ad relevant and click it. The more compelling your ad copy and landing page, the more clicks you’ll earn.

How Are PPC Ads Ranked?

On Google Ads, PPC ads are ranked using a combination of your bid amount and the expected clickthrough rate. Google wants to show ads most relevant to the searcher, so they favor ads more likely to be clicked. Your maximum bid competes with other advertisers’ bids for the same keyword. If you bid higher, then your ad rank improves. Well-written, targeted ads can earn high clickthrough rates and top ad placement even with a lower bid.

Optimizing Your PPC Campaign

To get the most from your PPC advertising, optimize your campaign for relevance and performance. Carefully choose keywords a potential client would search when looking for a lawyer website like yours. With help from our team, you can craft compelling ad copy focused on serving the searcher. This will help send clicks to a landing page on your lawyer website that convinces visitors you can help with any legal issues. Our team will use tracking tools to monitor clicks, costs, conversions, and return on ad spend, and we can refine low-performing elements to maximize your PPC investment. With over 207 million search queries every day in the U.S. alone, PPC can put your lawyer website in front of tons of potential clients. PPC gets you visible at the critical moment when someone needs your legal services.

The Power of PPC

Done right, PPC advertising connects the right searchers to your lawyer websites when they’re actively looking for your services. It sends targeted traffic to your site, boosting leads and conversions. Maintaining an optimized PPC campaign ensures your firm captures qualified visitors most likely to become clients.

According to HubSpot, the average American household has 22 connected devices. When a potential client is looking for a legal firm to help with their situation, make sure you have help from our PPC team. Understanding how PPC advertising works enables you to use it most effectively. Keep your budget, keywords, ads and landing pages closely aligned with your ideal clients’ needs and you’ll see great returns from PPC. When you need help with PPC for your lawyer websites, let us help. Call now to learn more.

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