Law Firm Marketing BLOG

The one thing to keep in mind with your Pay-Per-Click campaign (PPC) is that it is not a matter of just getting traffic.  If that were the case, I could spend all day having my friends and family members clicking on your ads.  I am much more concerned with how much of that traffic turns into clients.  

If you get too many clicks and not enough calls, we need to tweak the campaign.  We may need to change the keywords, change the geographic reach, or change your position.  Don’t count on your reports and web stats to tell the whole story.  Your feedback counts, too.  It’s good to include PPC as part of your law firm marketing strategy, but make sure that you are tracking it correctly.

One important thing to look for in a lawyer internet marketing company is that the company realizes that what works in one region of the US does not necessarily work in all of them. 

For example, in some parts of the US, Yahoo is used more than Google (hard to believe, I know).  Some US searchers in one part of the country use the word “lawyer” more than “attorney”.  Some terms, such as DUI or DWI, vary state to state.  Now, while your marketing company may not have clients everywhere (which is good for you since the company doesn’t focus on your competitors), the company has to have the ability to adjust your campaign to allow for these differences.

Whether you are doing PPC campaigns, optimization, or print campaigns, your marketing needs to flexibility to adjust with the consumer needs and searches.

You are a busy individual and you don’t have the time to analyze every marketing strategy available to you.  So, let’s get right to it.  Why should you use pay-per-click (PPC) as part of your lawyer marketing strategy?

1. It is targeted.  We choose keywords very carefully based on your geographic location and practice areas.
2. It is cost effective.  You only pay when someone clicks through and goes to your ads for more information.  There is no flat fee (like with Yellow Pages); you only pay when someone clicks through and goes to your website for more information.  Plus, the more specific your keywords are, the more likely it is that you have less competition for it.
3. Placement is guaranteed.  Since placement is a bidding process and you pay only 1 cent more than the person below you, we can guarantee your placement by bidding higher than the person below.
4. You pre-screen many of your leads.  Because the keywords are so targeted and so specific, your leads had to type in exactly what they are looking for.