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Optimizing Your Law Firm's AdWords Campaign

March 2018

Ideally, your law firm’s Google AdWords campaign will increase your online visibility, get your brand in front of relevant audiences, and increase your clicks, pageviews, and conversions.

Related: What is the Google AdWords Quality Score?

To get to that ideal point, you will need to spend time tweaking and optimizing your campaign. AdWords is a notoriously difficult platform to master. With so many adjustments you could make, it’s not always easy to decide which ones you should make.

Here are a few strategies you can use to start optimizing your campaign today.

1. Use split testing: Even the smartest marketing expert misses the mark occasionally. Getting in the habit of split testing your ads—instead of committing to one version upfront—will make optimization a lot easier. You will be able to test out multiple ad designs, graphics, headlines, calls to action, and other marketing elements. Not only will the strategy tell you which version of the ad is performing better now, but it will also help you figure out the do’s and don’ts of catering to your audience in the future.

2. Keep an eye on your ad placement: Keywords pertaining to law are crowded and competitive, which means you may need to bid high to get a decent placement with AdWords. If you aren’t getting into the top three positions with your ad placement, you probably aren’t getting a clickthrough rate that is high enough to justify even bidding on the keyword. You have two options: bid more money or look elsewhere for keywords that aren’t quite as competitive. Whichever choice you make, your goal should be to score a top-three ad placement.

3. Reconsider your landing pages: One of the biggest mistakes AdWords campaign leaders make is thinking they can fix everything by making tweaks in AdWords itself. You can accomplish a lot by redesigning your ad, changing the text, picking different keywords, or playing around with targeting tools—but you also need to remember your ad isn’t everything. If you have a decent click-through rate but aren’t seeing ROI beyond that, the chances are your landing page is the culprit. A landing page that looks sloppy, has a confusing user interface, or doesn’t seem directly related to the ad will result in a high bounce rate. To ensure you aren’t flushing AdWords money down the drain, you need a landing page that is relevant, engaging, easy-to-use, fast, and responsive.

4. Use negative keywords: An underused tool in AdWords is the negative keywords option. While you might be bidding with AdWords based on the keywords you want to target, it’s just as important to highlight the keywords you don’t want to target. For instance, perhaps the most common negative keyword for a law firm is “pro bono.” If your ad isn’t explicitly advertising pro bono services—which it probably isn’t—you don’t want to waste precious cash on searchers looking for the term. Adding “pro bono” to the negative keyword list will take your ad out of any searches that include that term.

In AdWords, it’s all too easy to spend a lot of bid money and have nothing to show for it. Following the strategies discussed here will help you avoid this fate. To learn more about optimizing your Google AdWords campaign, contact our team at Inherent today.