Turning Pay Per Click Into Pay Per Client
Los Angeles, California (PRWEB) April 15, 2014
When a law firm is trying to nudge its way up the search results, the endeavor can quickly grow frustrating. There are many other practices competing for attention and only so much space available.
It takes patience to continue to put forth an organic Search Engine Optimization campaign, but in the meantime, law firms do have options. One of the most promising of these is Pay Per Click advertising.
With PPC, a law firm is essentially paying to get its ads featured either at the top of a search engine or alongside a website that holds applicability to their practice. By bidding on certain keyword phrases based on an available budget, a firm is able to secure placement that might otherwise prove elusive with a reliance on SEO alone.
Unfortunately, a simple click isnt enough; law firms have to be able to convert those clicks into actual new clients. This is where many firms falter, as they lack the setup to secure the kind of follow-through that can equate to new business.
Legal Marketing Advantage has been helping law firms overcome this hurdle for a number of years. They not only assist with securing PPC traffic, but they put together campaigns that increase the chances of that traffic turning into new clientele. PPC expert Javier Corona, the head of Legal Marketing Advantage, wants attorneys to understand that a click does no good if it doesnt lead to a client.
We dont currently have an acceptable system where you can pay per conversion, said Mr. Corona, and we probably never will. That means that law firms have to make sure that theyre making the most of every click that brings a prospective client to their doorstep. PPC can be a vital marketing outlet for law firms, but if an attorney isnt careful, they could end up throwing money out the window. We dont want that to happen.
With that in mind, law firms are encouraged to think about the PPC tips that Legal Marketing Advantage has put together thanks to years of hands-on experience:
The Right Tool For The Job- One big factor playing into wasteful budgets is the fact that lawyers may not be bidding on the right phrases. An initial thought may be that a car accident lawyer should bid for the term car accident. Unfortunately, such a blanket phrase is open to interpretation, as one cant guarantee that a searcher actually wants a lawyer. They could be researching local traffic patterns, insurance coverage, or news on that subject. More specific phrases are preferable.
Be Smart With Money- Theres also a money problem that pops up when attorneys dont get specific enough with the phrases they are bidding on. A law firm is going to waste a lot of money bidding on a phrase like divorce lawyer, as numerous people are searching that term and hence theres a lot of competition. Try instead to think outside the box by bidding on other phrases that will guarantee placement for a fraction of the cost. A bid on pet custody cases or social security divorce FAQs may be more valuable than divorce attorney.
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Turning Pay Per Click Into Pay Per Client