As a law firm or independent lawyer, determining where to spend you online marketing budget can be a daunting task. You have so many options, and are competing in a very competitive field. Each click could possibly be a new client eventually worth thousands or hundreds of thousands to the firm. With that kind of value on the line you can bet that firms are willing to pay whatever they have to, to be seen. Is there anything you can do to get the edge?
Yes! All you have to do is be better than everyone else. Or higher someone who is better than everyone else to do it for you. Most law firms do there online marketing for themselves. Usually someone in the office mention Pay Per Click or google and the next thing you know the firm is pouring money down the adsense drain. Here is why.
In your right mind would ever recommend a client represent themselves in court with little or no court experience? Why not? You would not do that because you know that regardless of how smart that person is, they have no court experience or expertise. This is something that requires years of experience to master. A rocket scientist may be smarter than you but they do not know that asking to dismiss a piece of evidence because the paper work wasn't filed properly was even an option.
By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.
Is it worth 15% You bet. If you get a good firm, the increased effectiveness in your campaign could easily double, if not triple. They know how to make your campaign larger, more targeted, and more effective on the same budget. They can even get the people that see your ads who are not potential clients to not click them and cost you money.
This translates in to higher conversions per clicks, and only paying for the clicks that are getting conversions. Sounds like a good thing right. Because it is. A very good thing. Imagine what would happen if you were spending $5000 a month in PPC advertising online, and you could increase your conversion from getting leads from 10 clients a month, to getting leads from 20 clients per month. That is huge.
That would mean that you could charge more per click, because you are converting at a higher rate. Here are several important factors that effect PPC campaigns and how effective they are. You can ask prospective marketing firms about these, they should have answer to all or almost all of them.
Optimizing your landing pages for the keywords you are targeting is extremely important. If you are targeting clients for emergency room malpractice, you want to point them to a page on your site specifically about malpractice law and not your main page. The more specific and relevant you can get the page the better.
Testing is crucial to the long term success of a PPC campaign. Almost no campaign is successful right off the back. You have to test parameters against one another to see what is effective and what isn't. It is different every time. In general a PPC campaign should become more and more successful as time goes by.
Analytics makes or breaks the campaign. You cant test properly without a solid analytics program. Without great analytics you cannot tell which words are converting to the desired result, and which ones are eating you budget.
Keyword research is how you determine which keywords to target in the first place. If you do proper keyword research before you even begin an internet marketing campaign, your success rate compared to not doing the research will be astronomical. It is the foundation of all internet marketing.
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Law firm PPC marketing can be very profitable if done properly. Visit us atLaw Pay Per Click, to get your free consultation.
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