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By continually tweaking and updating your PPC campaign over time, your ad targeting is going to become stronger and stronger and your click through rate is going to be higher, and you will lower your ad spend.
Negative Keywords are arguably the most important part of any PPC Ad campaign to save you money that you can use for getting more clients, instead of wasting your money on unwanted and irrelevant search terms over and over again!
If you have not recently pulled a search query report and looked at it with your own eyes, you should do this ASAP. By going through this report, you will be able to identify irrelevant search queries and add them as negative keywords to campaigns. This will save you money immediately!
Google will automatically associate "variations" of your targeted keyword with the same query, but this doesn’t happen for negative keywords.
There are 2 different ways that you can implement your negative keywords.
Campaign Level Negative Keywords
The first is at the campaign level, and that means you won’t ever show any of your ads for these keywords through your entire campaign.
For a law firm, it would be beneficial to have campaign-level negative keywords for different types of law that your practice does not cover. This will ensure that your entire campaign is not wasting money and driving up CTR on keywords that none of your ads should be showing.
This will also save you time and money by not following up on irrelevant leads and calls wasting time answering questions instead of signing new clients.
Adgroup Level Negative Keywords
The second is Ad group level negative keywords that will protect certain individual ad groups from other ad groups in your campaign. This gives you control over which parts of your campaigns are serving for your targeted keywords.
With ad group level negative keywords, you can make sure that your ad groups are not conflicting with each other by stealing their impressions.
It is recommended to use your shared negative keyword list in Phase Match and Exact Match campaigns and not mix match types in same campaign. This can create a Partial Negative Keyword conflicts and block your impression share.
Negative Exact Match
For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.
For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order. The search may also include additional characters to a word and the ad will show even when the rest of the keyword terms are included in the search in the same order.
This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.
Instead of having your ad spend go to hundreds of low-quality searches, Negative Keywords have your budget go towards the people who actually have real buying intent.
Visitor clicks from Negative Keywords cause your ad costs to be a lot higher and also gives bad feedback data back to Google and Microsoft regarding those keywords.
If your PPC Ad campaign is paying for irrelevant clicks you are not only wasting money, your conversion numbers will not be accurate.
If you have traffic coming to your site that is quickly leaving from an ad delivery, this is a BIG RED FLAG to Google Ads and your ad costs, even for your best converting keywords is going to be higher.
Over a period of time Negative Keywords are going to save you a big amount of money on your clicks.
Negative Keywords will decrease your cost per conversion, increase your return on investment (ROI), because you are getting really clean clicks from relevant people.
Showing your ad to someone whose search intent has nothing to do with your law firm's ad will lead to either a wasted impression or a wasted click, which ends in lost money.
An irrelevant click is a wasted click and a waste of your campaign budget.
Negative Keywords used properly can save you a lot of ad spend money.
Negative keywords help drive relevant traffic to your landing page.
Negative Keywords will insure that your ads are only being shown for relevant searches.
With Negative Keywords, you select which keywords you want to prevent your ads from showing up.
The key to a highly targeted campaign is choosing what keywords NOT to target.
Negative keywords will save you money by blocking clicks that are irrelevant where people have no buying intent.
Showing your ad to someone whose search intent has nothing to do with your law firm's ad will is a wasted click. An irrelevant click is a wasted click and a waste of your campaign budget.
Over a period of time, Negative Keywords are going to save you a large amount of money on your clicks by decreasing your cost per conversion.
Negative Keywords will increase your return on investment (ROI) because you are getting really clean clicks from relevant people.
Negative Keywords will allow your campaign budget to go to clicks for keywords that will bring in more leads and cases.
Having too many clicks that do not convert in a PPC campaign will eventually wind up costing you more in wasted ad spend.
You can add up to 5,000 Negative Keywords per list and you can create up to 20 negative keyword lists in your Google Ads account.
You can have 5,000 Negative Keywords at the campaign level and 5,000 at the ad group level.
Once you create a Negative Keyword list, you can apply the list to multiple ad campaigns at once.
A good Negative keyword list will be one of the deciding factors if your Google Ads campaign will succeed or fail.
Our PPC Negative Keyword list has been created from our live PPC campaigns, managed campaigns, several million in ad spend and more than 20 years in Legal PPC marketing.
Our Negative Keyword list has been compiled from live PPC campaigns, keyword search reports actual searches, and suggested keywords from Google and Microsoft Ads.
With recent changes in Google and Microsoft Ads regarding "Exact Match Variants" and "Phrase Match Variants", having an effective Negative Keyword list is even more crucial than ever to the success of any PPC campaign.
Negative Keywords Compiled From:
Actual Clicked PPC Keywords
Live Keyword Search Reports
Live Google Ads Campaigns
Live Microsoft Ads Campaigns
Google Keyword Planner
Microsoft Keyword Planner
Google Suggested Keywords
Microsoft Suggested Keywords
Visitor keyword Searches
We guarantee that you will not find another live Negative Keyword list for personal injury law firms anywhere. If your law firm is advertising on Google Ads and/or Microsoft Ads, This Negative Keyword list is a must have and will save you tens of thousands of dollars in lost advertising spend.
We have over 20+ years' experience with online Legal Pay-Per-Click (PPC) advertising.
If you’re looking to promote your law firm quickly online, then the first place to look is PPC advertising campaigns. PPC ads are "Pay-Per-Click" ads, which means you will only be paying when someone clicks on your ad.
PPC advertising allows Law Firms high visibility on search engines immediately vs having to wait 3-4 months for Search Engine Optimization (SEO) campaign to kick in and be effective.
PPC Advertising gives Law Firms control over their advertising spend, target demographic and profit margin.
With PPC Ads, you can calculate the cost of each visitor to your site and the cost per lead conversion.
To schedule an appointment please fill out our contact information form or call today at 888.253.0980 to learn more about our Negative Keyword strategies for Law Firms.
The Legal industry has the highest average Cost Per Actions: $135.17 (Search Engine Land)
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Over 1/3 of potential clients start their attorney search online. (Source: iMarc)
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