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PPC Ad Extensions

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Use Ad Extensions for Better Conversions

Similar to your phone number or a link to a specific page on your website, Ad extensions are additional pieces of information about your law firm. Including Ad Extensions can improve the visibility of your law firm’s  PPC ads and improve your lead conversions.


Ad Extensions enable law firms to build more informative ads to attract  customers across PCs, tablets, and mobile devices. Ad Extensions benefit your web page by adding lines of descriptive text and enable larger headlines.

Keyword Strategy: Ad Extensions 

· Ad Extensions will expand your ad with additional information about your law firm.

·  In most cases, Ad Extensions require a manual set-up.

· Typically, Ad Extensions increase an ad’s click-through-rate by several percentage points.

· Ad Extensions can give your law firm ad greater visibility and prominence on the search results page.

· Ad Extensions can increase your total number of clicks and can give people additional, interactive ways of reaching your law firm with maps or calls.

Bing Ad Extensions

· Sitelink Extensions
· Enhanced Sitelinks
· Location Extensions
· Call Extensions
· Callout Extensions
· Review Extensions
· Structured Snippet Extensions
· App Extensions
Google Ad Extensions

· Location Extensions
· Affiliate location Extensions
· Callout Extensions
· Call Extensions
· Message Extensions
· Sitelink Extensions
· Callout Extensions
· Structured Snippet Extensions
· Price Extensions
· Review Extensions
· App Extensions

Need PPC Management Help?

Ad Scheduling Extensions

Targeting users when they are most likely to take action is called Ad Scheduling. 


Successful PPC management is all about proper targeting.


The potential audience for a PPC ad is huge so it is important to and zero in on the right people who are ready to take action when they see your ad.


Keyword Strategy: Ad Scheduling


If your Law Firm website has stats that confirm visitors convert higher (or  don’t convert) at certain times of the day, you have the ability to pause your campaigns or lower keyword bids during that time.


Ad Scheduling saves your money by slowing bidding down when visitors are not searching and automatically increasing bids when visitors are most likely to click and convert.


Using real search data is the only way to accurately use PPC Ad Scheduling.

· Create unique campaigns for each time zone to be 100% accurate.
· Ad Scheduling settings will be based on your account’s time zone setting.
· Ad Scheduling is set at the campaign level.
· All ad groups under that campaign will be governed by those rules.
· Campaigns can be paused or bids raised/lowered in 15-minute blocks of time.
· Bid changes are set as a percentage with Ad Scheduling.
· You set amount you are willing to pay X% more or Y% less for clicks in specified time range.
· Ad Scheduling settings can be copied and pasted to other campaigns.

Ad Conversion Tracking

Both Google and Bing provide special conversion code enabling advertisers to implement conversion tracking. 


Conversion Ad Tracking scan can even be set up on case form submissions and phone calls.


Conversion Ad Tracking allows you to see which keywords, days, and times of day they are getting converted.

Keyword Strategy: Ad Conversion Tracking

Some PPC ad studies show that 40% of ad conversions are something other than sales leads. 


Take the time to cut down your cost per ad conversion. The money you save will allow you get your law firm more targeted clicks.

Remarketing Ad Strategy

Remarketing ads help previous visitors return to your law firms website. Potential clients, who already visited your site, are shown your law firm’s ads as they look through other websites on the internet.


For example, with Remarketing Ads, you could create an audience around first time buyers that targets viewers of pages with home buyers in the URL. Visitors will then see custom messages on other sites about your law firm.

Rotating Ads Evenly

Ad rotation is the way your ads are delivered on both the Search Networks and the Display Networks.


Use the “Ad Rotation” setting to specify how often you’d like the ads in your ad group to be served relative to one another.


If you have multiple ads within an ad group, your ads will rotate since you can only show one ad at a time.


The “Rotating Ads Evenly” setting delivers your ads proportionally into the PPC  ad auction. Rotating Ads Evenly allows ads with lower click-through and conversion rates to show more often.

PPC Mobile Ad Bidding

Mobile voice-related searches are 3X more likely to be a local-based search than a text-based search. (Meeker’s Internet Trends Report 2016)


Studies show that roughly 40% of mobile searches are looking for local info.


Studies show that 70% conversions with mobile search happen within 5 hours, while conversions with desktop search can take a number of weeks.


By 2020, there will be 6.1 billion smartphone users worldwide.

Advantages of Mobile Ad Bidding Strategies


Mobile campaigns typically produce a higher click-through rate than tablet or desktop.


Typically, the cost per click for mobile bidding is less than desktop.


Mobile bids should be high enough to target mobile devices in positions 1-3 for best conversions.


Mobile studies show that 60% of users who used voice search began using it in the last 12 months. (2016, conversational AI company MindMeld surveyed smartphone users in the US).


With mobil search on the rise, it is worth having your law firm concentrate some of its monthly budget identifying mobile PCC conversion costs.

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65% of Law Firms spend most of their marketing budget online. (Source: Martindale Nolo)

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