Writing Paid Search Ads that Get More Clicks for Your Law Firm

If you don't know, paid search ads are the listings that appear at the very top of the page, typically in a tinted block, when you conduct a search online. Search ads can be a significant way to secure new clients for your law firm: In 2012, Google reported that in the U.S., clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent. Search ads can also be the quickest route to a high position for your law firm on key search engine results pages (SERPs). You also get to decide the search terms that will put your ad in front of the appropriate audience, while being able to measure the ad's performance and adjust your strategy accordingly. When creating search ads, many people fall into the trap of focusing only on ad bidding. It’s not enough to simply show up for appropriate searches. You need to think about what to include in your ad to entice people — and you need to do it within stringent character and word limitations. Without powerful and persuasive ad copy, potential clients will move on. Here are some quick tips to help increase your clicks ... READ MORE

Originally published August 29, 2013
Last updated June 17, 2018
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