Search Engine Marketing for Law Firms
Attorney Search Marketing
Search Engine Marketing (SEM) is used to describe the methods used to position a website for maximum exposure within the major search engine’s result pages. While SEM (Search Engine Marketing) includes Search Engine Optimization (SEO) it is often more associated with Pay-Per-Click (PPC) or paid advertising which is an effective model that can be used to direct targeted traffic to a website in which, in this case, the law firm (advertiser) pays Google, Yahoo! or Bing (publishers) when their ad is clicked . Also known as Cost-Per-Click this form of advertising can simply be defined as “the amount spent to get an advertisement clicked”.
In the past, SEO specialists and paid advertisers would often butt heads. Not anymore. Nowadays, combining your SEO efforts with paid online advertising can propel your marketing campaigns to the next level. Paid advertising can provide the necessary platform to jumpstart your search engine marketing campaign and since the biggest downside to SEO is that it takes time, paid advertising can assist you in acquiring quality traffic for those competitive search terms that will take your SEO efforts some time to catch up (which can usually happen in the first 6 months of your campaign).
The Many Faces of Paid Advertising
Paid online advertising comes in a number of different forms. While most of us have heard of Pay-Per-Click (PPC) there are other forms of paid advertising such as online video commercials, retargeting, Facebook advertising and banner ads.
Did you know you can even link the advertising you do offline to your online marketing campaigns?
Paid Advertising Requires a Budget
While there are many factors involved with the successful optimization of a paid search campaign, you will first need to establish how much you are willing to spend on paid search listings each month. This is going to depend a lot on how much of an ROI your overall marketing efforts are generating.
Search terms in the legal industry tend to be some of the most costly terms to bid on due to the fact that many law firms already run highly aggressive PPC campaigns and bidding wars on Google (with cost-per-click bids reaching $40 or more are not uncommon). We advise you to be aware of the potential risks involving cost vs. ROI before you choose to bid on these types of highly competitive search terms and that the clicks you receive may not always convert to new clients.
Paid Online Advertising That Works
SEO We Love is here to help you with your paid advertising campaigns. Our goal is to make sure that you tie your online and offline marketing efforts together in the best possible way. To find out more about our paid advertising services contact us today by filling out our contact form or calling [phone number].