Pay-Per-Click Mistakes Lawyers Make: Not Using Negative Keywords
PPC campaigns must be carefully constructed so that precious advertising dollars are not wasted and lawyers can make the most of their PPC budgets.
Today, let's talk about one of the reasons that a lawyer's PPC campaign may not be successful...
Failure to Use Negative Keywords.
Using negative keywords as a component of a PPC campaign is frequently neglected by law firm advertisers.
They are a core component of a successful keyword list.
Adding a negative keywords to your ad group or campaign means that your ads won't show for search queries containing that term.
For example, by adding the term Canada, Puppy or Computer as negative, our law firm's ads would not show when someone types in "Canada Lemon Law," or "Puppy Lemon Law" or "Computer Lemon Law.
" Or if you are doing Bankruptcy work, you may add the word "free" so your ad won't appear for "free bankruptcy service.
" By filtering out unwanted impressions and clicks, negative keywords you can reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your Return on Investment (ROI).
A great place to start is right inside your AdWords account where it will show you the actual keywords people are using to see your ads and/or reach your website.
Look for a button / link under the Keywords tab that says "See Search Terms.
" If you have Google analytics connected to your site (or some other package), you can also check there for the same list of keywords.
By combing through this list on a regular basis you can find words that have nothing to do with your practice area or location or firm and add them to your negative keyword list.
Using negative keywords in your campaign is one of the easiest and most effective ways to significantly improve the performance of your campaigns.
Each PPC search engine has a negative match feature that allows you to prevent your ads from being displayed when certain keywords are included in the search query.
Are you making this mistake with your campaigns? This could be costing you a fortune.
Having no negative keywords is one of the biggest mistakes that you can make and a sure-fire way to go broke quickly! Be sure to use them and you should see your performance improve significantly.
To your PPC Success!