This article is third in a series of articles about the basics of digital marketing. These articles will define the marketing strategies we recommend law firms and small business owners implement today to positively impact their businesses.
Our goal is to help you clarify the tasks you need to do to market your business, so you can spend less time performing administrative tasks and more time doing the work you set out to do.
Our next topic is PPC!
One of the most important digital marketing tools law firms and small businesses have available today is PPC.
PPC stands for pay-per-click and is the process of buying visits to your website. Think of it as being on the other side of the coin as SEO. Instead of designing content that organically lists you higher on search engine results, with PPC you pay for that higher position in the search rankings and are charged a fee each time one of your ads is clicked.
Though advertising in general gets a bad wrap (91 percent of people feel that ads are more “intrusive” than two years ago), 64 percent of online shoppers still click on Google ads, so it absolutely still has value in your marketing strategy. (Hubspot, 2017)
Search engine PPC Google Adwords is one of the most popular forms of paid advertising – it constitutes 95 percent of all paid search clicks on mobile devices. But social sites like Facebook also offer PPC opportunities.
The goal of PPC is to complement other non-paid digital marketing strategies, namely SEO. We rarely recommend it be used as a stand-alone tactic and also caution that certain aspects of your web site – like landing pages – need to be in order before implementing a PPC campaign on a search engine or social site.
PPC can only help your law firm or small business. Here’s how:
One of the most powerful benefits of PPC is its ability to help law firms and small business build brand awareness. According to Google, in 2014, paid search boosted top-of-mind awareness by more than 6 percent. (Google, 2014)
In addition to gaining the attention of your target market, PPC has aided benefits:
As previously mentioned, PPC also supports a number of other digital marketing strategies.
Test your next marketing strategy: Perform a comparison test between two different ideas using a PPC ad. Just run two slightly different ads for special offers, blogs topics, headlines or advertising copy for a short period of time, then compare the results.
Because PPC is literally something you can turn on and off, you can run a PPC campaign non-stop or only when your private practice or small business needs it.
All the time ads may include:
As needed ads may include:
Determining whether you run a PPC ad all the time or not, should be a decision you make when you develop your marketing strategy.
Now that you know what PPC is and how it can benefit your law firm or small business, what do you do? Choose a search engine (we recommend Google) and try your hand with a small branded PPC ad campaign. Again, these ads are often low cost and have many benefits very. When you feel comfortable, consider running an offer or promoting a piece of content or product.
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.