There are two major forms of paid advertising you’re likely to encounter in the digital marketing space: Google ads and Facebook ads. Since these two platforms are responsible for a majority of the ads served online, they both offer a great chance for you to get noticed by potential leads.
However, they both come with different advantages. In this article, you’ll learn why we refer to Google ads as “intent-based marketing,” how these ads work, our process for optimizing your ads, and more.
By the end of the article, you should understand how ads can do more than just bring awareness to your firm or practice. They can help you find the clients you’re best suited to help.
Google Ads Are Intent-Based Marketing
We split paid ads into two major categories: intention-based and interruption-based. Google is an intention-based marketing strategy, which means we’re targeting people who already have an intention of buying your service.
Essentially, Google ads target people who are searching for specific terms on Google, like “personal injury lawyer.” Because these people are thinking about your service, they’re more likely to convert than people who are simply scrolling through social media.
What Are Google Ads?
The Google Search Engine Results Page (SERP) is made up of many different elements. But the two most important for this article are “organic” and “ads”.
Organic results are what we typically think of as Google search results: pages that Google finds on its own in order to best answer a searcher’s query. Before serving these results, though, Google serves ads. This ad space is tremendously valuable, since it’s the first thing searchers see after typing their queries into Google.
How Do Google Ads Work?
The legal niche is known for having higher Google ads costs than other industries. This is because there’s fierce competition to rank for these keywords, which in turn is caused by their effectiveness.
This is one of the reasons why it’s imperative to hire a marketing expert to guide you through the process: you do not want to learn about ads in this niche. Instead, you need someone who’s prepared to optimize your investment.
We’ll do keyword research designed to find the most effective keywords for you to target. From there, we’ll test various campaigns, finding the most optimized mix of keywords, ad spend, and copy.
Every step of the way, we’re tracking detailed analytics that allow us to see where your money is going and why. One of the best things about paid ads strategies is that they allow us to identify results more quickly than organic strategies.
Need Google Ads for Your Law Firm?
If so, Rizely is here to help. We’re a digital marketing agency focused exclusively on making sure that lawyers and law firms get the clients they need to succeed. Our content is written exclusively by lawyers, which means you can trust that the marketing we provide for you is accurate and well-sourced.
If you have any questions about our services, please don’t hesitate to reach out to us by calling (702) 745-0877.