Law Firm Pay Per Click – Beat Your Competition With Professional Help
Managing your online marketing budget as a lawyer or law firm can be a challenge. There are countless decisions to be made, and you are competing for very valuable interest. One client could mean thousands or hundreds of thousands in revenue to the firm. That means that other firms are paying top dollar to be seen on the front page of the ad search results. Is there anything you can do?
The simple answer is to be better than your competition. Of course gaining those skills can take a PPC marketer years and a lot of money to be able to compete. Most legal firms decide to do there PPC internally. Often times someone suggested they need to start marketing online and mentioned google and everyone came to the consensus of adsense. The trouble is it doesn’t work out to be so easy, and you are wasting your firms marketing budget. This might be a solution.
Would you recommend that a defendant represent himself in court? Why not? Because no matter how smart they are, law, and being effective in a court room is something that requires years of experience and specific knowledge to become good at. A physhics professor may be smarter than you, but he does not know how to object when a prosecutor makes an unsubstantiated claim.
By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.
Why is that worth 15%? A good firm or specialist will know what keywords to target, and which ones waste your money. They now all the tricks to get you more relevancy so your ads cost less, and they know how to right ads that attract the right people, and get the wrong people to ignore them.
This translates in to higher conversions per clicks, and only paying for the clicks that are getting conversions. Sounds like a good thing right. Because it is. A very good thing. Imagine what would happen if you were spending $5000 a month in PPC advertising online, and you could increase your conversion from getting leads from 10 clients a month, to getting leads from 20 clients per month. That is huge.
That would mean that you could charge more per click, because you are converting at a higher rate. Here are several important factors that effect PPC campaigns and how effective they are. You can ask prospective marketing firms about these, they should have answer to all or almost all of them.
Optimizing your landing pages for the keywords you are targeting is extremely important. If you are targeting clients for emergency room malpractice, you want to point them to a page on your site specifically about malpractice law and not your main page. The more specific and relevant you can get the page the better.
Testing testing testing. Very few PPC campaigns are profitable on the first day. You have to test and see what works. You should be making multiple versions of your ads, and multiple groups of ads. The more specific and niche you can get with your ads the better. See which ones perform and which ones do not. Keep the best performers and then test them against more ads.
Analytics is the most important piece of any internet marketing. Without it you do not know who is click where, or where your conversions are coming from. This is how you find out which words are being effective and which ones are not. This will let you know where to spend your money.
Keyword research is how you determine which keywords to target in the first place. If you do proper keyword research before you even begin an internet marketing campaign, your success rate compared to not doing the research will be astronomical. It is the foundation of all internet marketing.
