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What is SEA?
Search Engine Advertising (SEA) is paid advertising on search engines. Concretely, it is Position yourself on a keyword, then pay to appear at the top of the search results for that keyword. It should not be confused with the Search Engine Optimization (SEO) Which brings together the techniques Free to be referenced as best as possible. Read the article on SEO.
Why do SEA?
The objective of SEA is to make you gain visibility! You should know that when you search on Google, The first 5 positions monopolize 90% of clicks! Positioning yourself on keywords will bring you up in the search results and allow you to come to your site. qualified prospects. If your positioning on the choice of keywords is good.
Google Ads
Google Ads is the software that allows you to set up your SEA campaigns and “buy keywords”. Bing Ads for bing, Yahoo! Gemini on Yahoo,... But let's focus on Google Ads, because the vast majority of users are there. Several tips before you start:
Define a budget
How does the keyword buying system work? You are billed on a cost-per-click basis, if someone clicks on your “sponsored” ad then you will have to pay. Positive point since you only pay when people land on your site. It may not be too expensive for you as going really fast. It is therefore important to clearly define the budget you want to inject into the campaign and Put a cap on Google Ads to avoid an unpleasant surprise.
Each keyword has a cost, the latter is defined by an auction system. If a keyword is popular and the demand is high then the cost of the latter may be high.
Define goals to be achieved
What is the aim of the campaign? More visitors to the site? Get more appointments? Collecting phone numbers? Also try to quantifying the objective, this will allow adjustments to be made more easily. Defining your goals will influence the implementation of your campaign.
Targeting the right people, choosing the right keywords
The choice of keywords is made according to several criteria, there are tools like Ubersuggest, SEMrush, or AhRef that allow you to do studies on the keywords to use and compare which to position yourself on:
- Your target : What are the searches that your target customers are doing? Adapted to the vocabulary used by your target. Don't fall into the trap of a Too much legal jargon. Use keywords Relevant who are looking to achieve the goal. If the objective is to get more appointments, than you position yourself on a keyword that brings a lot of visitors, but with very few conversions. Maybe you don't touch Not the right target, or your keyword choice is Too vague
- The Volume : The search quantity for the keyword. A keyword that has a search volume Very low indicates that it is not used or only rarely used. It is therefore of little use to position yourself on it since nobody uses it.
- “Keyword difficulty” : Keywords have a significant “level of difficulty”. The demand is very high, a lot of people are positioning themselves on the word in question, so it is difficult to position yourself on it except in exchange for a large bill.
- Your budget : Take out the Excel file and one of the advisor tools and it's up to you to create your keyword basket. Between the one that is expensive, but has a huge volume or several economic keywords, but with low volumes. It's up to you to pick the ones you think are the most relevant and try.
Measuring results
Unlike SEO, which is longer to set up before having results, The SEA allows to have “immediate” results. You can therefore quickly follow the prospects that each of the positioning choices on keywords brings you and make appropriate decisions. Do not wait until you lose thousands of euros to see that one of your keywords does not bring you the expected results. Or on the contrary one of the keywords is a hit, Consider investing more of the budget on this one at the expense of other less effective ones.
Measuring the results also makes it possible to note that either your business is not suitable for SEA or you are not made for... Again don't lose money for nothing, You have to know how to say stop.
(Bonus: Stop positioning yourself on your own name! You see it way too much. “Master So-and-so Everyone”, there are not 50, people who search for your name, just with average SEO will succeed in finding your site. I am waiting for proof to the contrary, if you pay for your name and it works send me a message!)
Direct to suitable landing pages:
SEA generates traffic on your site, makes you gain visibility, but it is not the key element that will convert your prospects. You can spend as much money as you want, if you send your prospects back on a site that is not optimized, or visually average, you risk losing all the interest of the campaign and losing money unnecessarily.
That's where the specific landing pages, designed not to serve as a general window, but to present a precise and adapted offer to the audience targeted by your ads.
Imagine the frustration of a prospect clicking on an ad promising a specific free consultation, only to then end up on the generic home page of your site. Where is the offer? Lost and disappointed, he leaves as quickly as he came. On the other hand, a well-designed landing page guides them directly to what they are looking for, thus increasing the chances of conversion.
Each offer, each campaign should have its own landing page. Why? Because each prospect has different needs and expectations. A dedicated page allows you to personalize the message, of Clarify the offer And of simplify the conversion process. It is your space to precisely answer the questions and doubts of your prospects, the reassure on the value of what you offer, and the incite to act.
In addition, testing different landing pages for the same offer allows you to optimize your results. Vary design elements, calls to action, titles, and analyze performance. What page generates the most conversions? What message Does it resonate best with your audience? This process of trial and error helps you fine-tune your strategies to maximize the effectiveness of your advertising campaigns.
In short, specific landing pages are crucial for the success of your SEA campaigns. They represent the missing link between attracting prospects through advertising and converting them into customers. Investing in landing pages well designed and targetedis investing in the effectiveness of your digital marketing. Don't let your effort and your SEA budget go away by referring your prospects to pages that aren't optimized for conversion.
If you have implemented a superb SEA strategy, but your site is not up to this strategy, ask for a quote and we will find a solution. Are we getting started?
Meta Ads advertising for lawyers
What is Meta Ads?
Meta, formerly Facebook, is one of the most powerful advertising platforms on the market. It allows businesses to reach billions of users around the world through accurate targeting tools. Les current trends on Meta show a strong preference for video formats, in particular the vertical videos And the Stories. These formats, optimized for mobile consumption, capture the attention of users and generate higher engagement rates.
Step 1: Content creation
Les creations play an important role in the success of your Meta Ads campaigns. It's imperative to create multiple versions of your ads, test them to determine what works best, and then improve and iterate based on the results.
What works best for lawyers
Meta (Facebook and Instagram) now favors the vertical format, which is actually what works best for our customers: videos presenting services while telling stories. For those who don't dare to go behind the camera, we also make qualitative motion design videos. These formats captivate the audience and generate better engagement rates.
For what type of lawyer?
Les solicitors that are aimed at a target of individuals or young businesses, particularly benefit from Meta Ads campaigns. Some examples of supported customers:
- Tax lawyers for wealth management
- Real estate attorneys for individuals
- Criminal attorneys
- Family law attorneys
These types of professionals can take advantage of Meta Ads to reach a larger, more targeted audience. What you need to remember is that the more niche your target is, the more difficult it will be to reach them thanks to Meta Ads because, like Google Ads, you cannot position yourself on extremely specific keywords. However, the best way to find out if it would work for you is to test on a limited budget.
How to target your audience
Special audience
You can choose to target a specific audience based on interests, location, age, etc. This allows you to personalize your messages and reach precisely the people who are most likely to benefit from your services.
Similar audience
If you already have a qualified audience, you can use Meta to reach a similar audience to yours. This strategy allows you to broaden your reach while remaining relevant to new prospects.
Measure and Optimize
As with any advertising campaign, it is essential to measure results of your Meta Ads ads. Use analytics tools to track the performance of each ad and adjust your strategies accordingly. For example:
- Click-through rate (CTR): Number of clicks/ad view
- Conversion rate: Number of conversions/clicks on the ad
- Cost per acquisition (CPA): What a customer earns/how much you paid in advertising
These metrics will help you understand what's working and what needs to be adjusted.
Redirect to a concrete site/custom landing pages
As with Google Ads, effective Meta Ads ads is a great first step, but it's just as important to refer your prospects to a quality website Or custom landing pages. Why? Because the user experience once on your site determines largely the conversion.
Specific landing pages, designed to directly meet the expectations and needs of your audience, greatly increase your chances of converting visitors into customers. By guiding your prospects to well-thought-out pages, adapted to your campaigns, you maximize the effectiveness of your advertising efforts and optimize your return on investment.
Going further
To go further, here is a video on the subject:
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