Pay-Per Click (PPC) Marketing
Law Firms & Attorneys
What is Pay-Per-Click Marketing?
Pay-per-click (PPC) marketing, also known as Search Engine Marketing, consists of the ads that are shown on the search results pages on Google and other search engines, as well as the “sponsored” ads shown on other websites. Advertisers typically pay only when an ad is clicked (and the user is taken to the advertiser’s web page), not when the ad is displayed.
PPC ads are targeted towards search terms used by prospective clients, such as “car accident lawyer” or “medical malpractice attorney.” Once a campaign is created, a firm’s ads are then shown in response to the search queries entered. Ads can be created for different searches, so that one ad for a firm will be displayed for “car accident lawyer” and another ad for the same firm will be displayed for “medical malpractice attorney.”
Our PPC specialists have been creating and managing PPC campaigns for nearly ten years, and have managed PPC spend involving tens of thousands of dollars.
The Benefits of PPC Marketing for Attorneys
PPC benefits for attorneys and law firms include:
- PPC programs allow a firm to get immediate first page placement on Google and other search engines for the key search terms used by prospective clients.
- PPC programs are often much more effective and less expensive than other types of marketing, particularly “off-line” marketing.
- A firm is only charged when a user/prospective client clicks on the firm’s ad and is taken to its website.
- PPC daily budgets and search term bid prices can be easily set and changed. A firm could even limit its daily spend to $1.00, for example.
- Geo-targeting can be employed so that the Firm’s ads are only shown to those in a specific geographic market (such as a specific city or state).
- The effectiveness of PPC marketing spend can be measured to some extent, if the firm tracks calls of prospective new clients.
- PPC marketing can help increase a firm’s visibility, even if it is already receiving first page placement. (Essentially, a link to the firm’s website is seen twice on the first page; if a user clicks on the “organic” link, there is no cost for this increased visibility.)[1]
Is PPC Marketing Effective for Law Firms?
Attorney PPC program effectiveness can be measure by determining the average client value and comparing it to the average cost per client.
Suppose that an average click costs $10, and that one out of every 25 clicks results in a new client. The average Cost Per Client (CPC) of the PPC program then is $250 ($10 x 25).
If the average value of the new client is $5,000, a CPC of $250 may be very reasonable. If the click costs or the average number of clicks to get a new client were higher, or the value of a new client was much lower, than PPC may not be the best option.
We have seen cases in which PPC can be one of the least expensive marketing programs available, as well as cases in which PPC was not economically justifiable. When we learn more about your goals, we can better advise as to whether PPC be beneficial for you.
Our PPC Programs
Our PPC programs include:
- Research and identification of the the key search terms for a law firm’s practice
- Creation of PPC accounts on Google and Bing/Yahoo! (Bing and Yahoo! are now together for PPC marketing)
- Integration of PPC campaigns into a firm’s Google Analytics Account
- Campaign structure development to create the most beneficial and least costly campaign desisgn
- Keyword development using combinations of broad, phrase match, and exact term match term structure
- Initial budget and keyword bid structures
- Targeted bid analysis and placement review designed to get the most clicks for the least amount of money
- Campaign review and adjustment to better target bids and keyword targeting in response to campaign analytics
To Learn More About Our PPC Programs, Please Contact Us
[1] Studies have shown that if a website already being listed in the organic rankings subsequently adds a paid link, it will receive more than double the number of clicks.
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