Contextual advertising for the site of legal services

Often, search contextual advertising is designed for those who need legal services urgently. For example, a person has been charged, had an accident, or had another extraordinary incident. Therefore, contextual ads should have a certain emotional component. The ad should be reassuring and instill confidence in the person that they will be helped. It is also important to emphasize the speed of legal services, their availability, and the lawyer’s professional experience in such cases.

The cost per click (CPC) in contextual advertising will depend on the level of competitiveness of queries. For general queries, the cost per click can be high, so a PPC search advertising campaign will require significant investments. To reduce costs, you need to think about which keys will cost less. For example, you can specify narrower and more specialized legal services. It is also worth specifying geolocation to limit competition to your city.

The success of contextual search advertising for legal services depends on:

• quality of keywords
• proper segmentation of services;
• bids for each keyword depending on their competitiveness;
• a favorable offer for users – emphasis on the benefits of obtaining legal services here;
• headlines and ad copy for PPC advertising.

It often takes a long time to make a decision to contact a lawyer if the matter is not urgent. A person can visit a legal website more than once, compare the experience of specialists, read reviews, what cases the lawyer has handled and how they ended.

This indicates that the user has a certain problem that requires a legal solution. Banners in the KMS help to get such a client. Through contextual advertising, you can tell about your law firm in the best possible way, convince them of your competence, and periodically remind them of your services.

Contextual advertising can be separately customized for the following categories of remarketing:

• Users who visited a legal website and left it without converting.
• People who started filling out a form on the website but did not complete the action.
• Clients who have already used your legal services but may need them in the future.

For each of these target audiences, you should consider contextual display advertising. Prepare an attractive offer, whether it is a discount on legal services or a free consultation. Sometimes a lead magnet works well in contextual advertising, which will encourage visitors to a legal website to take certain actions. You can use the following as a lead magnet:

• answers to the most popular questions from lawyers;
• an algorithm of actions in emergency situations;
• a list of documents for solving a specific legal situation.

Most lawyers provide services offline, so it is better to make contextual advertising for them local. In this case, PPC specialists use keywords indicating the city where legal services are provided and the type of these services. Examples:

• «legal assistance with real estate in Kyiv»;
• «criminal lawyer in Kharkiv»;
• «legal services in divorce Odesa», etc.

The narrower the query, the less competition there will be when using such keywords and the lower the price of contextual advertising.

If you use broad queries in contextual advertising, for example, «legal advice online», you can get a very high CPC, because your competitors will be all those who provide such services in Ukraine or even in the world. Only those who work online, are willing to pay a lot of money for contextual advertising, and have an audience all over the world should do this.

When planning contextual advertising, it is important to keep in mind that some queries have seasonal spikes. For example, tax consultations are more in demand during periods when entrepreneurs need to submit reports to government agencies. At this time, you will need a larger budget for PPC advertising. It is also important to assess the ability of employees to process many applications on the legal website at the same time and receive calls.

PPC advertising specialists will help you set up contextual advertising so that you don’t spend too much money and still have constant requests from customers. It is especially important to choose the right strategy and bids, have experience with keywords and website semantics. The use of ROAS and CPA strategies allows you to automatically optimize bids and costs for contextual advertising.

The more complex the legal service, the more expensive it can be to attract each client. But then, due to the constant and high level of income from such a client, the costs of contextual advertising are justified. This applies to legal services in criminal cases, complex real estate issues, and taxes.

Many people are looking for cheap or even free legal services. If you don’t want to waste your time on free help, you need to specify negative keywords in your contextual advertising settings and constantly check the queries for which users see your ads.