Targeted marketing has revolutionized the ways in which law firms reach their prospective clients. Social media platforms, search engines, directories, and other services are able to define users based on a wide range of factors.
Google AdWords now offers customer match targeting capabilities that allow your law firm to reach users based on their email addresses and phone numbers.
By creating a new audience that’s similar to your existing one, the leads you generate will be much more likely to convert into paying clients. This makes your marketing strategies more efficient, reduces cost, and provides a greater return on your investment.
PPC That Targets Your Audience
Google AdWords developed its Identity-Based Pay-Per-Click (PPC) Marketing to help businesses achieve greater success in their marketing campaigns.
With the phone numbers and email addresses of users, law firms target their advertisements and content marketing to those users who are most likely to be looking for their services.
Your content and ads can appear alongside those users’ search results, emails, and YouTube video searches when they use keywords related to your services.
More importantly, Identity-Based PPC Marketing lets you create new audiences that are similar to those you are targeting. Its Customer Match feature increases the reach of your ads and content.
Users searching for your legal services see your ads in Gmail, YouTube, and Google’s search engine results pages.
Benefits of Identity-Based PPC Marketing
The biggest benefit of Identity-Based PPC Marketing is that your content reaches users who are actively searching for information related to your legal services. PPC supports the shareability and virality of your content and advertisements.
Social media and content marketing are viable ways to reach your target audience. But PPC lets you hone in on the users who are most likely to hire your law firm to solve their legal needs.
Implementing Identity-Based Pay-Per-Click Marketing for Your Law Practice
Law firms are leveraging PPC marketing by targeting users that have a large online presence in addition to the identity factors that are most relevant to your legal services.
Targeting these users helps you increase the visibility of your law firm and increases the likelihood that your content will be seen and shared by the right users.
In order to use Google’s Identity-Based PPC Marketing, you need to gather the email addresses of your existing and prospective clients. These are typically stored in a database file, which you can upload in Google Adwords.
You’ll then create a new campaign that targets users who have Google accounts. Your advertisements appear when these users are logged into their accounts and are searching on Google’s platforms.
Identity-Based PPC Marketing lets you nurture your existing contact list while generating new traffic to your site and building your audience online.
In the same way that your law firm builds its audience on Facebook, Twitter, and other social media platforms, Identity-Based PPC Marketing allows you to build a custom audience through Google’s channels.
Targeted marketing helps law firms direct their messages to the ideal prospects. Google’s AdWords has now provided a way to do the same across channels like Gmail and YouTube.
If you’re not sure how to begin implementing PPC marketing for your law firm, let us know what questions you have in the comments below.
We’ll help you develop an effective PPC strategy that uses your existing mailing list to reach more of the right clients for your practice.