How Law Firms Can Use AdWords Extensions
Using AdWords Extensions
When I run competitive analysis on law firm ads, I run across many law firms that are not properly utilizing the real estate they have available to them with AdWords Extensions. My guess is that they write the initial ad, see that there are word count limits and then become lost as to what to do next.
There are numerous extensions provided by Google Adwords and law firms can make better use of them if we take the time to understand their power. Here is a list of the extensions that are available and how each works:
What are AdWords Extensions?
Simply put, AdWords Extensions are added pieces of information regarding a product or service. For attorneys, the more real estate for your ads the better. This is where AdWords extensions come in. Here is an example of an ad without extensions:
Here is an example of an ad with extensions:
See the difference?
Not only will these extensions provide more space to showcase and market your law firm’s services, they can also help with your overall ad performance. Let’s take a look at some of the extensions we use with our clients.
Types of AdWords Extensions
This extension is utilized to show where you are located within the area you service. Always a strong extension for law firms to utilize.
Callout Extension is not to be confused with the Call Extension. Callout Extensions provide some additional ad room for phrases such as “free consultation” or “Contact us 24/7.” Remember that using callout extensions allow you to make the best use of your available space at no additional costs.
Affiliate Location Extension
For those with satellite or second locations, this is the extension to show your expansive coverage area.
This extension is the most effective for law firms to use. You will have to verify your main or tracking number in order to use effectively but that is a breeze. If you are not utilizing a verified number, this extension will not be published. The good news is that Google will notify you and provide answers on how to get a call tracking number approved.
It’s true that not everyone is ready to talk right away and here is where Message Extensions can play a role in improving your conversion metrics. Make sure you check with your state bar association for limitations or restrictions on usage text messaging in your advertising.
Sitelink Extensions link potential clients to specific pages on your website. Too often I see these linked to “Contact Us” or “About Us” pages. To get the most out of your sitelink extensions, send potential clients to pages that may answer a question, “Penalty for Extreme DUI” for example.
Here is an example:
I’ll admit, I was a skeptic of this extension for law firms until I beta tested a few ideas. My skepticism came from the appearance of being “misleading” in legal advertising.
For example, I would not suggest that you put, “$1 Consultation.”
At best, you would be walking a thin line ethically, but this extension can be utilized ethically and effectively. The best idea that we came up with for law firms was utilizing the price extension to showcase “Free Consultations” in specific verticals. If you are in a highly competitive market, be careful if using this to show your standard fee after consultation.
Structured Snippet Extension
Advice for lawyers here, is to utilize the Structured Snippet Extension in a similar fashion to Sitelink Extensions.
Review Extensions can be valuable, but they are limited in the space provided. Since they are free to utilize, add one or two. Again, more real estate for your ads to stand out from the competition.
Let’s See the Data
Here is a snapshot from one of our clients. This shot shows Sitelink extensions for a DUI attorney. If you notice on the left, the links go specifically to content on our client’s website. I would advise making this a priority in your PPC ads.
Having the sitelinks go to relevant content increases the quality of your ad which in turn will increase your CTR and decrease your CPC.
Another reason I would advise doing so, is that your user experience or UX will be improved in the eyes of your potential client, and in the eyes of Google. These specific sitelinks talk to what we know our potential clients are searching for.
In knowing that, we are telling both our client and Google that this law firm can help answer those questions leading us to a higher possibility of converting these clicks into calls.
In legal marketing you have to remember that not everyone is ready to talk to you immediately.
Giving your potential clients the right answers when they need them builds value, trust, and will improve your brand. Providing these answers through AdWords will also help you lower your cost-per-click in the long run.