Improve the Performance of Your Pay-Per-Click Ads with the Help of Quality Content

July 27, 2021
Spotlight Branding

More than 5% of all Google Ads circulating on the internet right now involve the legal industry. Many law firms spend thousands of dollars on pay-per-click advertising every year to get their firms noticed. Competition is stiff! If you’re a pay-per-click convert, you’re probably always on the hunt for strategies that will increase your conversion rate and boost your ad performance. One of those strategies is so simple it’s often ignored: content marketing. We’ve said it before and we’ll say it again: High-quality content makes all of your firm’s marketing work better! This includes pay-per- click ads. Here are two ways to make it happen.

Pack your home page/landing page

Your pay-per-click ads should direct leads to your website or an offer-specific landing page. Once they get there, you can strategically use content to convince them to stay and convert. Embedded FAQ videos are ideal for this, as are testimonials, podcast snippets, and even blogs. Just be careful not to use too many links that will take visitors off your landing page. You want them to stay, not go!

Add a secondary conversion tool

If you’re running a Google Ads campaign, you probably ultimately want leads to schedule a consultation or fill out a contact form. We call this full-steam-ahead strategy “going for the jugular.” It’s a great thing to aim for, but if you go for the jugular exclusively, you’ll miss out on warm leads that aren’t ready to convert. To capture those people, add a secondary conversion tool to your home or landing page. Offer visitors the option to sign up for your print or email newsletter, or give them a free resource (e.g., an exclusive PDF, podcast, or video) in exchange for an email address. That way, they don’t have to get all the way in bed with you, but you’ll still bring them into your firm’s Content Loop and closer to conversion.

If you want to test these strategies but don’t have the content you need ready to go, reach out to our team today. We can help you develop content that will convert leads and keep them coming back.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!