The legal field is competitive, both in the courtroom and in the court of public perception. By the latter, we mean that law firms spend more on average than other businesses on advertising to attract new clients. In fact, the two most expensive keywords to bid on through Bing are "lawyer" and "attorney." The scary part of that is the fact that Bing is not as expensive in many cases as bidding on Google AdWords.
With fierce competition among rival law firms, running a legal campaign on Google AdWords can get expensive quickly. Fortunately, there are ways of avoiding the high cost of clicks while still driving new business to the firm. For those currently running legal campaigns on AdWords, Pay Per Call offers a means of expanding advertising efforts. In many cases, Pay Per Call costs less while also generate greater ROI through high-value calls. Here's a few ways Pay Per Call can help boost digital marketing campaigns through AdWords.
Turn Callers into Customers
Pay Per Call through Google AdWords makes it easier for lawyers and law firms to give customers an easy means of calling the business right from ads. Users can create specific ads focused solely on driving calls to the firm through call-only ads, or beef up ads with call extensions. Ads created in the new call-only campaigns of AdWords are created specifically to display on mobile devices capable of making calls, while call extensions place phone numbers into existing digital ads. One major difference is the fact that taps on call-only ads generate a phone call, rather than linking potential clients to a business website. Here's some additional information on these call-only ads:
- Phone numbers can be shared across ads within a particular ad group or entire campaign in AdWords
- Business numbers can be set to show only during times when the business is open to receive calls
- Calls can be counted as conversions
Drive Calls During Specific Hours
One of the key advantages of, and potential pitfalls in, call-only ads is timing. Lawyers and law firms have the power to setup legal campaigns in AdWords that drive calls to the business during specific hours of the day. If no one is around to answer a call, the call itself still counts as a conversion but without the proven payoff on the spot of scheduling a client meeting. It's possible they'll leave a message, but some might just call the competition instead. The ad scheduler in AdWords makes it possible to decide when call-only ads will appear, and when those ads are disabled.
Showcase Company Values to Drive Calls
With call-only ads, there is limited real estate available in Pay Per Call ads to attract the attention of potential callers. Customers need a reason to call, and those ads have to answer the bell. As such, it is important to showcase the values of the company. Tell them what it is that drives the law firm to fight for clients, and make a concise case about exactly how the firm can fulfill the needs of potential callers. If people are going to click-to-call, they need a reason to choose one firm over another.
Track Campaigns & Analyze Data
As with all digital marketing, Pay Per Call through Google AdWords requires a little work. Use the campaign tracking data to understand how well keywords, ads, ad groups, and overall campaigns are working for the business. Use this data to craft better campaigns in the future and boost return on investment. Additionally, conversion tracking makes it easier to use automated bid strategies to optimize campaigns to meet business goals without constant oversight.
Read More: Marketing KPIs You Need to Track