Are you a divorce lawyer and struggling to get the leads you need? Use these three AdWords tips to boost your leads, maximize your ROI, and get the very most out of your AdWords campaign, all without spending another dime or increasing your budget in the least.
Filter out the services you don’t offer.
Many lawyers get a lot of searches in the Search Terms Report that are completely irrelevant to what they offer. Thus, you must weed them out. If you only do divorce, you must block search terms like bankruptcy, injury, wills, estates, and every other type of legal service that has nothing to do with divorce. Add these other services you don’t offer as negative keywords.
Don’t be afraid to add lots of negative keywords. Go through your search terms report and do a fierce, exhaustive slash and burn. Gather and brainstorm all the terms you never want to show up on, and add them all as negatives.
When you do this, Google will redirect your daily budget towards the searches you DO want to target, like divorce lawyer near me and affordable divorce attorney.
Another tip: be careful to block terms that are too vague. If your divorce practice is in Atlanta, one search term you may want to block is local Atlanta lawyer. This term is not specific enough. Is this person looking for a divorce lawyer? They might be, but that’s the problem. They didn’t specify. There is an equally high chance that they are looking for an injury lawyer.
Don’t take that risk. Spend your precious advertising dollars on more absolute, specific search terms you know for sure can bring in a quality lead.
Use the call extension and bid strong on mobile to get direct calls.
Another great tip is to use the call extension. The call extension displays your phone number right there in your ads. This enables fast calls straight from the ads. Which, of course, creates more leads.
We humans are lazy creatures. The average Google user will take the path of least resistance (read: the least effort). People don’t want to have to click into a website and find the phone number, if they can help it. If you successfully catch someone’s eye with a well written & informative ad, and you include your phone number, chances are high that they will want to click on the phone number and call you directly from the ad.
Not only that, but Google gives you the ability to target certain devices, such as desktop computers, tablets, and mobile. Targeting mobile will help you to increase leads. Why? Mobile ads have a very high clickthrough rate (CTR). In fact, click-to-call ads, which only run on mobile, don’t even take the user to a website – they call you just by clicking on your ad.
One essential characteristic you need to know about mobile users: Even more so than on desktop, rarely do people scroll past the first page of results. They are searching on mobile because they are probably in a hurry and want quick results. So, increasing your bids on mobile will help your ads to show up higher and increase your chances for getting those valuable leads.
Run your ads 24/7.
This is another secret tidbit that comes from our experience managing lots of AdWords campaigns for lawyers: lots of people search for lawyers at night, after the kids are asleep and work is done. If you only run your ads during typical 9-5 business hours, you will miss an entire segment of potential leads.
Run your ads 24/7 to allow people to fill out your lead forms at night. They may also bookmark your page and call you the next day. After all, there’s not much that beats waking up to new leads in your inbox!
There you are. These three cost-effective secrets will almost certainly create more leads. We hope these tips help you to begin maximizing the effectiveness of your AdWords campaign or even inspire you to start one.