2 Mistakes That Are Causing Your Law Firm Adwords Campaign to Fail

1. 2 Mistakes That Are Causing Your Law Firm Adwords Campaign to Fail

2. If managed properly, a Google Adwords Campaign can generate significant new leads for your law firm. Many attorneys outsource their Google Adwords campaigns to agencies who, supposedly, are setting up, monitoring, and managing those campaigns to ensure success. However, because Google Adwords is such a mystery to most attorneys, many lawyers simply have no clue as to whether their digital marketing agency is running the Adwords campaign the right way. Not to worry! In this article, I’ll will explain two key things you can easily check to see whether your marketing agency is doing a poor job of managing your law firm’s Adwords campaign. First, let’s look at the goals of most law firm Adwords campaigns so that we can understand why many of these campaigns fail due to poor management. Typical Goals of a Law Firm Google Adwords Campaign If you’re running a Google Adwords campaign, you want searchers to take three specific actions, two of which occur online and one of which takes place on your end: (1) click on your Ad to be taken to your law firm website; (2) take a desired action when they reach your site such as filling out a contact form or calling your office; and (3) convert into a new client. The first two actions sound simple, right? If a searcher clicks on your ad, then surely they will take the second action (contacting you) when they hit your website, right? Well, things are not as simple as that. In fact, here are two mistakes I repeatedly see being made with Adwords campaigns for lawyers:

3. 1st Common Mistake With Google Adwords for Law Firms – Irrelevant Ads With Google Adwords, it is possible to target your ads with pinpoint precision through the use of geographic restrictions, keywords and negative keywords (words and phrases that you want to exclude from triggering your ads such as “lawyer jokes”), and much more that is beyond the scope of this article. The point is that if your law firm’s Adwords campaign isn’t targeted, then you’ll either get very few clicks for all the times your ad was shown or you will pay for clicks from searchers who aren’t interested in your legal services. Here are two simple ways to check whether your marketing agency is dropping the ball on your Adwords campaign(s): Check to See Whether Your Ad Displays for Irrelevant Search Terms: All you need to do is run a search for your location and practice area and check to see what Google displays. In the screenshot below, I searched for “charleston criminal lawyers,” yet the first ad displayed is targeting dog bite injuries. In all likelihood, the agency set this campaign up to display when the user searches using broad key word searches such as “lawyers” and “Charleston” regardless of the firm’s practice areas.