Paid Media for Lawyers on Google Adwords

Pay-Per-Click Advertising for Attorneys and Law Firms

Placing targeted text, image, video and mobile ads on Google and other search engines like Yahoo! Search Marketing, Microsoft AdCenter as well as social advertising on Facebook and other social channels can generate leads and direct traffic to your website in a matter of hours by targeting relevant audiences and search terms. However, when managing these types of pay-per-click and social ad campaigns, many attorneys often fall in to the trap of focusing on highly sought after “vanity” search terms like “Houston Personal Injury Lawyer”.

In fact, many of your ideal clients will rarely ever make use of any of these “vanity” terms when searching for an attorney. Instead they might look for your services using search terms that are longer (often referred to as long-tail keywords) such as “contingency fees for lawsuits after a construction injury.”

Furthermore, as consumers begin to rely more and more on the search engines to shop for products and services, the average cost per click (CPC) for many of these highly competitive “vanity” terms, especially in the legal industry, continue to rise significantly and many attorneys are now discovering that not only are they are not worth the enormous expense in the long run, but also that the clicks they do acquire for these terms are often of lower quality. The best way for attorneys to spend their paid advertising dollars is to instead focus on the niche sub-markets in the law that provide their legal practice with the most profitable cases and let their competitors chase after the overly expensive “vanity” terms.

PPC Advertising is no longer an effective long term marketing solution

There was at time, not too long ago, where an attorney or law firm could generate a substantial return on investment (ROI) and an increased number of leads converted to clients using paid media advertising alone. However, its continued growth in popularity means that pay-per-click advertising is no longer a wise long term strategy for most law firms to leverage because the amount it costs for each acquisition can no longer justify the continued expenditure.

However, these same attorneys can increase their rate of conversion and generate a strong ROI by using their marketing budget on more effective strategies like:

  • Creating and distributing high-quality SEO-driven content;
  • Integrating video and images into their website’s architecture, and
  • Updating their website’s infrastructure with a content management system (CMS).
  • These small changes alone can have a positive impact on the performance of your website and allow you to significantly reduce your monthly budget for paid media ads by narrowing the focus to sub-market niche areas that are more profitable for law firms.

    Although we definitely see a role for pay-per-click campaigns law firms when their website is initially launched, the launched, the goal the organic results. However, we strongly believe that paid advertising campaigns should be a short term solution that is well targeted.

    Our Solutions for Attorneys who want to succeed online

    Call SEOwelike today at 718.753.8918 if you’re one of the many attorneys sacrificing your website’s performance in the organic search results by focusing your marketing campaign on expensive Adwords campaigns and let us show you a better way.

    Paid Media Advertising on Google Adwords

    Pay-Per-Click Marketing for Small Business

    Most small business professionals wanting to generate and ROI online often turn to pay-click-advertising on Google Adwords. According to a WordStream report, in 2011, roughly 2 million small businesses spent a combined $7.2 billion on Google AdWords which to this day still remains the best-known PPC platform but the process of bidding on terms can be inexact and expensive enough to create potential problems for small businesses with limited resources.

    Is PPC Worth right for your Business?

    By targeting relevant audiences and search terms with text, image, video and mobile ads small business owners can use search engines like Google, Yahoo!, Bing and even Facebook to generate leads and direct traffic to their website in a short amount of time.

    However, that doesn’t always mean it is right for your small business.

    While paid media advertising can produce profitable results, the question of whether or not pay-per-click advertising is worth the expense really depends on a host of factors including the business and its marketing goals but basically, any business can make PPC work for them if they are able to find a more narrow set of targeted, relevant, high-intent search terms that drive affordable leads and sales to their site.

    Types of Businesses That Perform Well

    The ability for local service providers such as doctors, lawyers, dentists and some home repair professionals to bid on keywords in specific geographic areas can make paid media a powerful tool for their business, particularly if their services are relatively expensive. This is because many of these types of search terms usually have high purchase intent which means higher conversions from lead to sale.

    In addition, we’ve found that many software companies and small businesses that fill a particular market niche like those who sell hard to find items often see strong results from their pay-per-click marketing campaigns since shoppers tend to rely on the search engines to find the hard-to find items that aren’t carried in their local Target or Walmart.

    However, PPC can be a disappointment if you don’t take some things into consideration:

    Is your website designed to convert leads?
    How well does your website rank in organic search?
    How competitive are the search terms you want to rank for?
    Can your advertising budget accommodate first-page bids?

    Our Solutions for Businesses who want to succeed

    Don’t make the mistake of throwing all your cash at your PPC advertising campaign and hoping for the best. Call SEO We Like today at [phone number] if you’re one of the many businesses tired of their website’s lackluster results and want to learn a better way. In the end, how you optimize and track your campaigns is up to you, but you can’t neglect this step.