Pay-per-Click Advertising for Attorneys, Lawyers, and Law Firms
Pay-per-Click advertising or PPC, is a way to gain top listing on Google by way of bidding on keywords. When you bid on a keyword, it is called an AdWord.
The Secret to Successful Pay-Per-Click Advertising for Your Law Firm
Pay-per-click advertising is critical for law firms looking to grow their practice . PPC advertising allows a firm or practice to get top listing in the search engines and as a result, it is one of the most successful methods for driving traffic and converting visitors into clients. For this reason, PPC Advertising for a law firm should not be overlooked.
Pay-Per-Click Advertising - What is it?
In order to conduct pay-per-click advertising, you need to set up an account with Google Adwords or Microsoft adCenter (both companies are called PPV — Pay Per View). The purpose of this advertising is to appear in the sponsored ads at the top of your chosen search results. This will be seen by anyone who searches for keywords related to legal services. When someone clicks on your ad, you will pay for every click (CPC — Cost Per Click) or impression (CPM — Cost Per Thousand Manipulated Impressions).
PPC advertising is a way to get your name or firm’s name above the Google search result listings with just a few clicks of the mouse as opposed to waiting for organic rankings to rise due to word of mouth referrals from satisfied clients and other quality measures.
PPC advertising is the fastest and easiest way to get your name listed on Google, Yahoo, Bing, and other popular websites.
However, there is a catch. Your budget of course is not a revolving door on a bank. To get the most out of your return of investment (ROI), you will need a PPC agency to do the heavy lifting which includes:
Keyword Research – This is where the art and science of PPC advertising come into play. Keyword research includes determining how many times a keyword is searched for in a given month, what geo location the search request came from and whether or not this particular geographies are ones your practice or law firm would like to target.
To be effective with pay-per-click advertising, you must have a strong presence in your local market. Keyword research will help you determine how many searches are being conducted for particular search terms in your geo location on a given monthly basis.
Our Quality PPC Manager will also conduct keyword research for your legal services . This means that they would look at which keywords are being used by law firms who have a proven track record of producing results for their clients.
Conducting keyword research will also include an analysis on the competition. How many advertisers are competing for this keyword in the geo location you want to target? Typically there is about 10 competitors per keyword if it is a popular search query or AdWord.
The number of advertisers bidding on a given keyword will determine whether or not you are able to outbid the competition to get top listing. This is called Pay-per-click Advertising and it is based on an auction principle where the advertiser with the highest bid gets top listing.
Pay-Per-Click Advertising - Top Listing
Top listing is where you are ranked at the top of Google, Yahoo and Bing when someone searches for a particular keyword. The goal of pay-per-click advertising is to get your firm or practice name listed in the top 5 search results on the first page by bidding higher than all other competing advertisers.
PPC Advertising - AdWords to get Top Listing
Adwords are the bidding mechanism in place for pay-per-click advertising and they allow you to bid on a term as well as compare your bids with competing advertisers. If you want top listing, you will need to take your geo location and competition into consideration when determining how much to bid on a particular keyword.
PPC Advertising - AdWords to get Top Listing
The importance of bidding on a given AdWord or search term is critical when conducting pay-per-click advertising for your firm or practice . This is what will ultimately determine whether you get top listing, how many times your name/firm appears in the top search results, and how many people click through to your website. Your goal should be to bid high enough so that you get top listing in the geo location you are targeting and minimize bids for keywords that have a low ranking or where you believe there is little chance of getting top listing.
Pay-Per-Click Advertising - Results & Optimization
The results of pay-per-click advertising for your firm or practice will depend on several factors. It is important to realize that the success of your campaign will be dependent upon a positive ROI, top listing in geo location you want to target, and ad optimization. Adwords are what determines whether or not you get top listing and optimize means having the right title, description and URL in place for your ad.
Pay-Per-Click Advertising - Summary & End
Pay-per-click advertising is critical for law firms looking to grow their practice . This is because it allows you to get maximum exposure and results in a shorter period of time. Pay-per-click advertising has become one of the most successful methods for driving traffic and converting visitors into clients.
The importance of conducting keyword research can not be overemphasized when evaluating if your firm or practice should be conducting pay-per-click advertising. This is because all too often law firms attempt to conduct PPC advertising without identifying the right keywords to target or conducting keyword research (including evaluating competition and geo location).
It costs money to get top listing, but one of the best ways for your firm or practice to grow is by using pay-per-click advertising. Pay-per-click advertising is a very powerful marketing tool for law firms looking to grow their practice. To get started on your law firms PPC campaign today call Rocket Legal Marketing toll free at +1 (877) 216-2035 for a free consultation.