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Remarketing is a function that allows you to target people who have already visited your site by showing them ads when they are visiting other websites. These could be banner ads, search engine results page ads, or text links.
For example, if someone visits your website and then starts searching for lawyers, they will now see ads that are related to you. This is an excellent way of increasing your chances of them clicking on the ad and returning to your site.
Keywords are important in any advertising campaign; however Adwords allows for very effective use of keywords because it gives you a very good idea of what keywords are being searched and how often.
The frequency cap allows you to limit, or cap the number of times a specific user sees an advertisement within a given time period. An important factor in Adwords is that as soon as someone clicks on your ad, they have a 24 hour window to click on the ad again. After that time period, you will notice that less people are clicking on your ads because they have already seen them.
Using Broad Match is important for two reasons: first you want your ad to show whenever someone searches for terms related to what your law office offers, but it is also important to broaden your results so that your ads show when someone searches for similar terms.
When you start an adwords campaign, you need to make sure that you use all the negative words that people might use when searching for legal services.
For example if someone types in “cheap lawyers in New York” you want to make sure that your ads don’t show up for this specific search because you would be competing against a lot of local law firms who specialize in low cost legal services.
There are two types of tracking available with Google Analytics: cross domain tracking and custom variables. Cross domain tracking allows you to track different domains and how your ads perform on them, while custom variables allow you to gather more data about visitor behavior such as what page they were on when they clicked on the ad or any of the keywords that triggered an ad to show up.
Local Search is one area where your law firm can really excel. Make sure that you list your office location, contact information and other relevant details for local searches.
Remarketing for local businesses is a great way to tap into the ever growing mobile market as well as those users searching on their desk top computers.
You want to make sure that you add your local business information to Google Places and fully utilize this great pay per click advertising tool.
The key is not only to create the right keywords, but interesting ads that will get people clicking on them. You can use videos, images or even buying buttons to make your ads stand out from the rest.
Mobile PPC is a great way to target potential clients who are usually on their mobile phone or tablet searching for legal services in their area. Depending on the law firm, there may be some changes that need to be made based on how the site appears on a mobile device.
There are many tools that allow for more targeted geo-location ads, but the Geo Bid Modifier tool is one of the most effective and simple to use. All you need to do is put in any postal code and the radius you want the ad to appear in and it will automatically take care of the geo-location for you.
Google Analytics is a very powerful tool that allows you to see what keywords are working, how many clicks they received and where those users came from all with one easy to use interface.
Once you start gathering this data, you can start to see which keywords are working better than others and even create new ads from successful ad copy.
Tracking visitors that come from your website is going to be a key factor in determining whether or not a pay per click campaign is effective.
You want to make sure that you link your Google Analytics account with your Adwords account because this will allow you to see what keywords, ads and other factors are working the best.
Sitelinks allow users that click on your ad to be taken directly to specific pages on your website that are related to their search terms. This is great for increasing your website’s overall rankings and can even help with conversions.
Geo targeting is a great way to target people in the UK not only based on location, but also by dialect and language. This is just one more way that Google Adwords can be used to your advantage if you are a law firm that specializes in a certain area or legal issue.
Keeping your ad fresh and up to date is a great way to increase conversions and click through rates. You should always test new keywords, ads and even landing pages in order to get the best results possible out of your pay per click campaign.
The regular Google remarketing campaign is great, but you can also try using it within your local campaigns to get users that have already visited your website to come back. This targeted traffic tends to convert very well for law firms.