Google AdWords is a paid advertising venue that brings your advertisements into the Google search listings and, depending on your setting, hundreds of external blogs and websites. But not all campaigns are created equal and your settings will drastically affect your ROI – not to mention final campaign cost. Here are a few ways to gain quality leads for your firm through AdWords.
- Relevancy and Specificity
To get relevant leads to your business, you need to be relevant to your potential customer. Writing a generalized and catchy advertisements is likely to gain plenty of clicks – but with pay per click advertising, this approach will only run up your cost while securing low-level leads.
Instead, write a highly specific advertisement that holds great relevancy to your target audience. In doing so, you will likely receive fewer clicks – but the clicks that do come through are much more likely to complete an action to turn them into a lead. Better yet, since your services are relevant, it’s much more likely that that lead will convert to a client.
If you serve specifically the greater Boston area, it doesn’t make any sense to advertise to clients all the way across the country; even if they do follow through on your website after clicking on your advertisement, it’s unlikely that they will convert to a client. Instead, take advantage of AdWords’ audience targeting tools. You can limit the audience that will view your ads to hone in on your key audience via things like age, geographic location, and more.
- Select Your Keywords Smartly
The trick to gaining clicks via AdWords is to get your ad to display on the first page of the search results (and no further back than the third page of results). To do this, you need to be willing to pay for the premium placement keywords. As you develop your firm’s AdWords strategy, carefully investigate all of your keywords in consideration. First eliminate any that are not precisely relevant to your business.
For example, if you do not offer online resources and instead work in-person only within your market, it likely will not serve you very well to advertise to anyone interested in “estate law.” Eliminate this keyword from your list and instead consider something like “Boston estate law” or “Boston estate attorney” – doing so will help to focus your keywords to a more relevant audience and will also likely influence your bid price for that first page placement… an effort that will secure more relevant, quality leads for your firm.
There are lots of ways to increase your lead quality through Google AdWords, but at the end of the day, it’s all about being specific, targeting your actual audience, and focusing your efforts on refining your budget to expend only on relevant viewers.