Law Firm PPC – Profiting From Expertise

Law firms like many other businesses often make a very expensive mistake when it comes to marketing law with PPC. Firms are competing in a very competitive market place where one client can be worth thousands or hundreds of thousands of dollars. With that kind of money at stake, there is a lot to gain or lose. Is there anything the can give your firm the edge?

The simple answer is to be better than your competition. Of course gaining those skills can take a PPC marketer years and a lot of money to be able to compete. Most legal firms decide to do there PPC internally. Often times someone suggested they need to start marketing online and mentioned google and everyone came to the consensus of adsense. The trouble is it doesn’t work out to be so easy, and you are wasting your firms marketing budget. This might be a solution.

Would you recommend that a defendant represent himself in court? Why not? Because no matter how smart they are, law, and being effective in a court room is something that requires years of experience and specific knowledge to become good at. A physhics professor may be smarter than you, but he does not know how to object when a prosecutor makes an unsubstaintiated claim.

If by now you have not figured out what I am trying to tell you, here it is. Let a specialist manage your online marketing! The reason why is that it works. Some people devote years to becoming masters at PPC. That is all they do. This makes them much better at it than you. The industry standard is to charge 15% of your budget, and a hourly rate for set up and management. This isnt how it is always done, but it gives you a starting point.

A good PPC expert can more than make up for the 15% budget fee. This is because they know what keywords to target, and which ones not to. They also know how to get higher in the rankings without paying more. They also know how to attract only those customers that you want to click on the ads.

This results in several effects. The most important effect is that you will decrease your cost per conversion. Cost per conversion is the amount of money it costs you to get whatever you determine is the metric to use. If it is a contact form you are after, than that is the conversion. If it is the sale of a traffic ticket defense package, then that is your conversion. It can be lowered in two ways, less cost per click, or better targeted click. Imagine if you will that you had a marketing budget of $4000 for the month. If you could get 50 leads out of that your cost per lead is $40. If if you could get 100 leads with the same marketing budget, your cost per lead drops to $20.

The implications of this is that your can pay more for your clicks if you have to. Up to double what you would have paid before and still have the same or better results. You may even be able to increase the advertising budget because of its effectiveness. We have comprised a list of several of the most important factors that effect PPC campaigns.

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 relevent you can get the page the better.

Success is all about the testing. Few campaigns are profitable right out of the gate. The key is test every variable. Test dozens of ad variations, test small groups of keywords individually. Keep the best performer through out the others, and test the best performer against a new set of ads.

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: You want to find out what your target market is searching for, and how much competition there is. You also want to know the strength of the keywords commercial intent. This means is the person using that word in the discovery phase of the decision cycle, the comparison phase, or the action phase. Start by marketing to the action phased words first. That way you can save on clicks from 15 year old mesothelioma research reports.