Perhaps one of the easiest and most powerful way to improve the overall exposure of you Pay Per Click (PPC) ads is using ad extensions. "Ad extensions" is a tool in Google AdWords that offers various ways to enhance the presentation of your ads. They're a cheap and easy way to help boost you click-through rate (CTR) and stand out from your local competitors.
The various options for ad extensions include:
* Location Extensions
* Call Extensions
* Sitelinks Extensions
* Product Extensions
* Social Extensions
* Mobile App Extensions
These extensions are momentous for local PPC, especially in competitive metropolitan areas. Law firms can capture more exposure in the search results and better enhance their brand image. Depending on the type of legal practice being advertisers, only a handful of ad extension will apply. The three most effective for law firms are the location, sitelinks, and social extensions. (While mobile app and call extensions may hold their purpose, product extensions are more tailored for ecommerce PPC.)
To get to view these features, simply click the Ad extensions tab in the Google AdWords interface. You'll then see a drop down menu of all the ad extensions available.
The process of setting up each ad extension is pretty straightforward. Purely your awareness of these tools is what matters the most. Let's go into more detail on the top three extensions that can help benefit your legal practice.
Location extensions are probably the most prevalent for local PPC advertisers. If you've been doing some paid search advertising of your own, you've probably noticed these enhancements which are often tied into with the Google map.
Using location extensions will display a link below your ads listing that says "show map of (address of your firm)." Only on very locally relevant searches will the results also show the map. This is typically when this extension offers the most impact of you competitors.
Setting up location extensions is very easy. You simply confirm the login credentials with that of you Google Places page (which is now flipping to Google+ page.) In a matter of minutes, your ad can be enhanced with the location extension, which helps to make your listing look more locally legit.
Sitelinks (also shown in the image above) are another great way to grow the size of your paid search ads (for better visibility) as well as funnel visitors down the right conversion path. In practice area like family law, using sitelinks can make your ad more relevant for the sub-categories of divorce, child custody, or alimony. The idea is offer options for more specified legal services.
Get creative when using sitelinks. You might want to offer a free legal consultation or some kind of incentive that will prompt users to click your ad. Similarly to location extensions, sitelinks are an effective PPC strategy to boost your ad's CTR.
Social extensions are a bit new compared to some of the other ad extensions in Google AdWords. Social extensions sync up your PPC ads with your Google+ profile. And because the Google+ social network is heavily focused on local orientation, these extensions are ideal of local law firms.
To implement social extensions, you will first need to set up a Google+ Local profile page. If you have yet to do so, this should be the first thing on your list. Once this is complete, setting up this extension is just a matter of confirming the URL of your Google+ page in AdWords.
Using ad extensions in Google AdWords is cost-efficient and highly-effective method to improve your paid search exposure and overall PPC efforts. It's free, easy, and super impactful. For lawyers that handle criminal defense or DUI cases, the call or mobile app extensions might also be a great tool in the PPC arsenal.continue...
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