Harnessing Google AdWords for Law Firms During the Holiday Season
The winter holiday break can be a unique opportunity for law firms to capture the attention of potential clients. With the right strategy, Google AdWords can be a powerful tool to increase case loads during this period. Understanding the various types of Google Ad campaigns and how they can be tailored to the legal industry is key to making the most of this platform.
Types of Google Ad Campaigns Suitable for Law Firms
- Search Campaigns: These are text ads that appear on Google search results pages. For a law firm, bidding on keywords related to legal services such as “DUI attorney” or “divorce lawyer during holidays” can capture users actively seeking legal assistance.
- Display Campaigns: Utilize visual ads that are shown across Google’s extensive network of websites. Law firms can target users based on their interests or remarket to individuals who have previously visited their site.
- Video Campaigns: With video ads on YouTube and other Google video partners, law firms can convey compelling stories or explain complex legal services, which can be particularly engaging during the holiday downtime.
- Shopping Campaigns: While not typically used by law firms, these campaigns can promote specific products. For a legal practice, this might be used creatively to showcase legal books or seminars.
- App Campaigns: If a law firm has developed an app for legal services, app campaigns can drive installs and engagement.
Optimizing Google AdWords for Legal Case Acquisition
To maximize the effectiveness of Google AdWords, law firms should:
- Target High-Intent Keywords: Focus on keywords with a clear intent to use legal services. During the holidays, include terms that reflect the season, as needs for certain legal services may increase.
- Use Ad Extensions: Enhance your ads with additional information such as location, phone number, or links to specific pages on your website.
- Optimize for Mobile: Many users will be on mobile devices during the holidays, so ensure your ads and landing pages are mobile-friendly.
- Adjust Bids for Seasonality: The holiday season might change search behavior. Adjust bids accordingly to remain competitive when demand fluctuates.
Historical Conversion Averages and Performance Metrics
While conversion rates can vary widely based on the area of law and the specifics of the campaign, historical data suggests that legal services tend to have higher-than-average conversion rates compared to other industries. According to WordStream, the average conversion rate for the legal industry on the Google Search Network is around 6.98%, and 1.84% on the Google Display Network.
It’s important for law firms to track their own conversion rates closely using Google Analytics in conjunction with AdWords. This will help them understand which keywords and ad formats are driving leads and cases, and provide insights into how they might adjust their strategies for the holiday season.
Conclusion
Google AdWords offers a diverse range of campaign types that law firms can leverage to increase their case load over the winter holiday season. By focusing on high-intent keywords, optimizing for mobile, and using historical conversion data to inform their strategies, law firms can effectively use this period to attract new clients. With careful planning and execution, Google AdWords can be an invaluable part of a law firm’s marketing strategy, even during the festive slowdown.