Picture this: you’ve just got your first pay per click (PPC) campaign up and running.

After months of frustration, wondering how on earth you were going to generate more clients and cases, you feel like you’ve finally found the answer.

You researched the internet on how to properly set up a PPC campaign for your law firm.

Now you’re feeling confident and excited, ready to generate more leads and clients for your law firm online.

You’ve just pulled together a team meeting, telling your secretaries and paralegals to be prepared to answer the phones.

They’re going to be ringing off the hook (…or so you may think).

You get your first call.

“Hi, I’m looking for a law firm who can help me with my child custody dispute.”

“Great, well you’ve called the right place.”

“Awesome, I live in Bedford, Texas.”

“Oh, we’re located in Chicago, Illinois. I don’t think that we’re going to be able to help you.”

That’s where negative keywords come in.

The Importance Of Using Negative Keywords

Negative keywords are an essential part of any legal Pay Per Click (PPC) campaign that many businesses fail to implement.

This is a huge misstep and a key reason that most clients become frustrated with PPC: you’re burning their budget on unwanted cases, clicks andcalls.

Negative keywords allow you to maximize your budget and not waste your law firm’s ad spend on any unwanted clicks, calls or cases.

As you can probably tell, negative keywords are a must if you want to make the most our of your PPC campaign.

What Exactly Is A Negative Keyword


Essentially, negative keywords are any keyword that you DON’T want to show up for.

For this example, let’s say that you are a local divorce attorney in Raleigh, North Carolina. Hypothetically, you only want to be showing up for searches that involve divorces and separations, NOT mediation.

By now, you’re probably aware that Google Ads works just like an auction – the only way to get your ad in front of your ideal audience is by bidding on keywords.

There are many factors within the process: but generally, the best way to show up for the searches that you want is is if your bidis right and if your ad is relevant.

How Do Negative Keywords Work?


You probably know by now that Google Ads works like an auction, and the way you get your ad in front of interested audiences is by bidding on keywords.

If your bid is right and your ad is relevant, you stand a chance of showing up in the search results. Booyah!

But, let’s talk about the other side of the coin: the audience that isn’t you’re ideal audience.

Individuals who you don’t want to show your ad to because you don’t offer the services that they’re looking for.

That’s where negative keywords come into play.

You’ll want to include a list of negative keywords for irrelevant search terms.

For your divorce & separation law practice, this may include the words “mediation” or “counseling”.

3 Types of Negative Keywords


In our latest YouTube video, we break down the three categories of negative keywords that you’ll want to include within your PPC campaign.


So, tell us what you think! Which negative keywords will you start implementing today?

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