Google Ads for Lawyers: 8 Mistakes to Avoid

Google Ads for Lawyers_ 8 Mistakes to Avoid
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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.

April 4, 2022

Google Ads for Lawyers: 8 Mistakes to Avoid

Reading Time: 10 minutes

Does your current Google ad marketing strategy feel obsolete?

Google reports that its advertising platform delivers up to 8:1 return on investment and an average conversion rate of 4.40%.

M2-4-Google-ads-conversion-rate-benchmarks.png

(Source: Wordstream)

Since using Google PPC for lawyers to promote your law firm and drive conversions can be very rewarding, many marketers and lawyers are prone to making Google Ads mistakes.

We aim to show you 8 Google Ads mistakes you are likely to make while using Google Ads for lawyers and the best ways to avoid them.

We’ll cover:

  • #1: Keyword Stuffing
  • #2: Ignoring Negative Keywords
  • #3: Underestimating Quality Scores
  • #4: Flawed Ad Groups
  • #5: Wrong Audience Targeting
  • #6: Mismanaged Account Settings
  • #7: Landing Page Errors
  • #8: Hiring A Novice Advertising Agency

Let’s get started!

#1: Keyword Stuffing

Google defines keyword stuffing as “the act of loading a website with keywords or figures in an attempt to affect a site’s ranking in Google’s search results.”

Google search engines have become more aware of what is generally referred to as “keyword stuffing.” Nowadays, proving the worth of your law firm’s advertising content is far more vital than repeating the same terms repeatedly.

M2-4-Keyword-Stuffing-Examples-1536x1024.png

(Source: Content Writers)

Depart from These Google Keyword Dangers

Here are things you should avoid because if Google’s algorithm suspects you of keyword stuffing, it will penalize you.

1. Do Not Use Ambiguous Headers or Titles that Contain Multiple Keywords

A vague-sounding headline will not entice visitors to click on your Google Ads for lawyers; instead, it will just mislead search engines and people.

The same is applicable when every webpage has a title or header that is relatively similar. Therefore, it’s better to be direct, specifically with headers content, and differentiate each ad’s title based on the material on that page.

2. Don’t Use the Same Term More than Once in a Paragraph or on a Webpage

If every paragraph on your law firm advertising site includes the term “best criminal lawyers in Orange County,” for example, your readers will find it difficult to read. It degrades the client’s experience, which is a crucial aspect of SEO, and makes it difficult for visitors to access information or answers to their questions.

3. Avoid Using “Invisible” Keywords

Some firms will make their keyword stuffing invisible to avoid the problem of poor user experience. For example, they may put phrases into the page’s alt tags or metadata; however, the keywords metadata on a law firm advertising webpage has little value to Google in the first place.

Some even go so far as to repeat phrases in the article while altering the text color to match the site’s background color so that users will notice.

In either case, Google will be aware of your intentions, and your ads will most likely slide further down the ranks.

#2: Ignoring Negative Keywords

Negative keywords are phrases or words that allow you to control who sees your advertisements.