PPC Targeting Options That Lawyers Should Know

Pay-per-click (PPC) advertising is a type of paid digital marketing used to rank your site quickly in Google. Unlike search engine optimization (SEO), which happens organically and takes time, PPC requires management skills but less long-term effort. Many lawyers use a combination of both PPC and SEO to increase their visibility online and generate leads.  PPC can receive a bad name because ads can occasionally turn off internet users, but there are many benefits to using PPC, including the various targeting options available. A skilled manager from ApricotLaw can handle your lawyer pay-per-click ads and help your digital marketing campaign succeed. 

Keywords

With SEO, you use keywords within your content to rank your website in Google. With PPC ads, you can target audiences that are searching those keywords. Google AdWords allows you to target your ads by single keywords, keyword phrases, and long-tail keyword phrases. You can also exclude keywords from your PPC campaign. 

Location/Geo-Targeting

Localizing your PPC campaign is important if you want to reach your target market. You can localize your ads by state, by city, by zip code, or with geo-targeting. With geo-targeting, your ad will change based on the location of the user who’s viewing the ad. 

Mobile vs. Desktop

If you’d prefer your ad to show solely on mobile or desktop, you can choose this option for your PPC ad campaign. This may be desirable if you know older users are more likely to view an ad on a desktop. Here, you could target an ad to an older audience on desktop and target a different ad to a younger audience on mobile. 

Ad Scheduling

With PPC ad scheduling, you can program your ad to show at specific times of the day or week. If you’ve done the research and know that your clients are most likely to search Google between the hours of 3 p.m. and 5 p.m. on weekdays, you can capitalize on this information with the ad scheduling feature. 

Reach Out to Our Legal Marketing Agency

It’s hard to know all the helpful features Google AdWords provides when you’re not an experienced PPC ad manager. Hiring a legal marketing agency like ApricotLaw to run your PPC ads campaign can save you time and money because we have the skills necessary to manage your PPC ads and use your budget wisely. If you’d like to schedule a free consultation and discuss your online strategy, call 877-203-0751 or visit our website to learn more.