Law PPC – Why Your Firm Hasn’t Been Successful
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?
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 unsubstantiated claim.
What your firm should be doing is getting an expert in the field of PPC to manage the campaign for you. The reason is the same reason a PPC expert should hire a lawyer for law advice. PPC marketers spend years honing their skills to stay competitive. Most likely you are competing against them right now if you are advertising online, and you are at a huge disadvantage. Normally a good PPC management firm would charge 15% of your marketing budget + an hourly rate to do the the testing, tweaking, and research. This is not set in stone and is merely an industry average of sorts. Often times other arrangements are made.
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 means several things. First, you will improve the mother of all PPC metrics, cost per conversion. The means that your ratio of clicks to conversions will most likely improve, or your cost per click will lower meaning you will have a lower cost per conversion. Usually it is both. This is very good thing. Imagine you have a budget of $10000 per month, and you are currently getting 3000 clicks to your page. That means your are paying $3.33 per click. From that you are getting 100 leads. that is $100 per lead, or 3.3% conversion. If you could make that 6.6% you will have double the leads and your cost per lead is now $50.
That means that you can pay more for successful clicks, and possible even increase your advertising budget because it is so successful. Below are several of the most important factors that effect PPC campaigns. If you are outsourcing to a firm or specialist, they should know these facts inside and out.
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.
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 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.
Adwords Management – Have a USP?
It’s time to distill your message to its most salient point. Although you may think you have pared it down to a tight message, have you told your customers why exactly they need to buy from you?
After all, this could be the most important part in your AdWords management. Because this is the ingredient in marketing that trumps all others. With this ingredient, everything in marketing gets easy. Without it, people wander around in an aimless stupor for years.
What’s this “thing,” this magic ingredient? It’s having a good answer to the following question:
Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all? What do you have to offer that your competitor’s don’t.
Another way of asking the same question is:
What do you guarantee?
When you can truly answer these two questions, your ads will practically write themselves. When you can truly answer these questions, people will be lining up to buy from you.
When your business has a simple yet unmistakable mission, it will stands out in an age of confusing marketing messages and corporate mumbo jumbo. By answering this question you establish your unique selling proposition (USP). This will be a statement of value that’s so clear and focused that it will be almost impossible for your potential customer to misunderstand it.
Less is more. Your business will grow, the world will sit up and take notice, and even your Google ads will write themselves, when you stand out from the crowd with a clear, simple, and utterly unique message.
WHAT IS A USP?
Your USP is what makes you special. It is that one thing special about you that your customer can’t find anywhere else. It is your Unique Selling Proposition. It is what you bring to the table that no other business tries to do, or possibly even can.
Your USP is about the uniqueness of your product, and it’s more than that. It’s your whole argument for not just your product but also its accompanying services, why it’s necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.
A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn’t clear or maybe isn’t even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.
A Quick Look At Keyword Density
Keyword density is an indicator of the number of times the selected keyword shows in the web page. But mind you, keywords shouldnt be over used, but should be just sufficient enough to appear at important places.
If you repeat your keywords with every other word on every line, then your site will probably be rejected as an artificial site or spam site.
Keyword density is always expressed as a percentage of the total word content on a given web page.
Suppose you have 100 words on your webpage (not including HMTL code used for writing the web page), and you use a certain keyword for five times in the content. The keyword density on that page is got by simply dividing the total number of keywords, by the total number of words that appear on your web page. So here it is 5 divided by 100 = .05. Because keyword density is a percentage of the total word count on the page, multiply the above by 100, that is 0.05 x 100 = 5%
The accepted standard for a keyword density is between 3% and 5%, to get recognized by the search engines and you should never exceed it.
Remember, that this rule applies to every page on your website. It also applies to not just to one keyword but also a set of keywords that relates to a different product or service. The keyword density should always remain between 3% and 5%.
Simple steps to check the density:
Copy and paste the content from an individual web page into a word-processing software program like Word or Word Perfect.
Go to the Edit menu and click Select All. Now go to the Tools menu and select Word Count. Write down the total number of words in the page.
Now select the Find function on the Edit menu. Go to the Replace tab and type in the keyword you want to find. Replace that word with the same word, so you dont change the text.
When you complete the replace function, the system will provide a count of the words you replaced. That provides the number of times you have used the keyword in that page.
Using the total word count for the page and the total number of keywords you can now calculate the keyword density.
All you need now is little something that actually tells you what the absolute best and most profitable keywords to use are. And yes, that tool does exist! Not only does it tell you what the most profitable keywords you need to be using, it tells you:
* If an Adwords advertiser is a clickbank, paydotcom, or amazon affiliate
* See any Adwords advertiser’s daily Adwords spending, clicks per day, cost per click
It does alot more too!
The DJK Google Shadow and The Best Bonus You’ve Ever Seen.
Chris X and the Day Job Killer team is at it again. As we all can remember… they’ve killed the Clickbank marketplace every time another one of their products come out.
Their debut, Affiliate Project X came first. The broke the Clickbank records and sold thousands upon thousands of copies within days and caused quite some chaos in the IM community.
The next one didn’t get quite as famous, but Project Black Mask exposed some seriously sneaky ways to siphon off $9k a day from google adsense.
Then, Day Job Killer. THE Killer. After this, the Day Job Killer brand took off like a rocket… sellinf over 5k copies in the first day of the launch. Massive popularity, coupled with massive value allowing people to finally ‘kill’ their day job.
Then came Google Assassin. Not quite as big (still huge!), although Chris X spent over $40,000 and 9 months developing this massive affiliate suite of google assassination tools.
And finally, Google Nemesis. People were making 6 figures a month from single keywords. Another complete suite, a complete marketing system to totally dominate adwords.
And now… Google Shadow.
Google Shadow is a membership site aimed at struggling affiliates and Adwords users.
The content takes two forms: advanced affiliate training material and automated software – its basically the system that “The Shadow” is using to pump Google for a clean six figures per month, and he’s giving away everything for this release.
The cool thing about Google Shadow is, you don’t even need a website! The super-easy to use software creates unlimited money-getting sites for you very quickly and easily. No HTML, no tech stuff. Just copy, paste and profit.
Sure Fire Ways To Succeed With PPC
Pay Per Click (PPC) advertising is a great way to get very good and targeted traffic to your website or your new blog. The best part about PPC is that you only get to pay for the advertisement only when someone clicks on the ads. And I must say that it definitely looks easy as ABC.
Unfortunately, there are many pitfalls to pay per click advertising. This article is going to point out a few of those pitfalls and how to get around them. Hopefully, after reading this, you’ll end up giving yourself the best chance of actually having success with your pay per click campaign.
The first thing many advertisers do wrongly is in the keyword research. If you don’t choose the right keyword for your advertisement, you will probably end up with a lower effectiveness and higher cost for your advertisement.
So let me cite an example. Say you want to marketing a site on Online Network Marketing. Naturally, you will have choose keywords like “Network Marketing” or “MLM”. So when someone looking for information to grow MLM offline goes to Google and search “Network Marketing” only to be disappointed by your website providing ONLINE Network Marketing, not only have you not delivered the correct information to the correct audience, you also spend unnecessary money. So the key here is to use the correct keywords.
Another point to take note is to target your ads based on geographical location. Many marketers do not really give much thoughts to it but the fact is that your ads won’t get you good results if it runs all over the world. Not a good idea at all. Why? Here’s why…
The world is made up of many different cultures, races and religions. And all of them will be able to see your ads if you do not restrict your ads by location. However, not all of them are your targeted audience. Eg, you can’t sell pork to Muslims, neither should you place ads for a chinese website in England. It is therefore very important that you know who are your target audience and advertise only to them.
Of course another point to take note is how much to bid per keyword and the positions you should bid to. Many newbie marketers think that they have to be position at the number one position to be effective.
The truth is, the top position is a breeding ground for freebie seekers and prospects who really aren’t ready to buy yet. They’re just starting their search. Much wasted money is spent on the top position when you could do even better targeting positions 3 – 7.
Pay Per Click (PPC) Ads can definitely bring you the most targeted form of traffic to your site. But if done wrongly, it can be one big nightmare for you in your online business.
So you need to make sure you equip yourself with knowledge and information on PPC before you engage in it.
