One of the most popular law firm internet marketing strategies that we use for our clients is Pay Per Click campaigns; we call these campaigns SNAP™ (or Sponsored Net Ad Placement).  Every month, we send our clients reports, which detail how the campaign did for the month.  In order to understand the campaign, you need to know what the acronyms mean.
 

  • Impressions are the number of times that your listing was displayed in the search results of all partnered search engines for that particular search term.  Note: you are not charged for Impressions.
  • Clicks are when a user clicks on your search listing and arrives at your web site.
  • CTR is the “Click Through Rate”. This is a percentage of the number of clickthroughs from the number of impressions generated for the specified search term.  In math terms: divide the number of clicks over the number of impressions.
  • Average Cost is the average cost of that search term for the period of the summary report. As your bids are managed, they sometimes will change from day to day, so this is an average of their cost.
  • CPC is “Cost Per Click”.  This is your current actual cost per click. 
  • Average Position is the average position of your listing in the search results. So if your average position is 1, then you averaged coming up in the # 1 position on the page of a search engine when someone searched for that particular search term.

Understanding what your law firm marketing reports tell you is important in telling us what is working.