Pay-per-click (PPC) is a highly effective way to drive potential clients to your law firm’s website. The concept is this: when a user enters a relevant search query in a search engine such as Google.com, Bing.com or Yahoo.com, a custom ad for your law business is shown in the paid search results. If the user then clicks on your ad, he or she is directed to your website, and you are charged a cost for this click.
Getting Your Legal Ads on the First Page
The goal of any lawyer's online advertising effort is to get his ad on the first page of search engine results, especially in Google’s search results.
about 62% of search engine users click on a result on the first page
about 41% will change their query if they don't find what they want on the first page of results
Pay-per-click is the quickest way to achieve this. There is no waiting period, such as with search engine optimization. Furthermore, your ads can even be positioned above the highest-ranked free (organic, natural) ads on the first page.
PPC Marketing Costs
As its name implies, you only pay when someone clicks on your ad. Therefore, we make sure your ads show only for relevant search queries, and that the factors controlling the cost of each click are properly managed. Our team of experts believe that we often pay for ourselves simply by preventing irrelevant and fraudulent clicks that other marketing firms would not detect, alone.
There are two general ways to establish a budget: 1) set a fixed budget and optimize the PPC account to use the budget as efficiently as possible, and 2) optimize the account and spend what is necessary to achieve your desired frequency of lead generation and/or profit. Our team encourages our clients to chose option two, primarily because there is not a linear relationship between budget and lead generation. In fact, there is a multiplicative increase in profit as spend is increased. For example, if a lawyer opts to increase his monthly spend from $10,000/month to $15,000/month, which is a 50% increase in budget, he very well could see an 80% increase in revenue.
This is not to say that a lawyer should not have a predetermined budget - instead, the lawyer should be willing to allocate a reasonable budget that is necessary to accomplish his revenue goals. Some factors that weigh into what the expected costs would be include geographical competition, daily advertising duration, expansiveness of practice areas (e.g., DUI, Sex Crimes, Criminal Defense), revenue goals, and account performance.
Why Chose ProLaw Marketing
By focusing on internet marketing exclusively for lawyers and law firms, we have developed specialized knowledge that allows us to produce the best possible results for any given budget. You will benefit from our extensive testing that has eliminated the guess work that a non-specialized advertiser would be faced with. We offer our clients first-class service, and are available around the clock for consultation.
Paid Search Advertising
When someone searches the internet for criminal defense representation in our clients' targeted areas, we assure that our clients' ads show prominently in search results, and entice users to click.
The dynamics of mobile search and desktop search are very different. Therefore, our clients' accounts are established in a way that allows us to have complete control over how we serve ads to various device platforms.
Top-spot Position Focus
The dynamics of successfully managing a PCC account that targets primarily top-spots in search results is very different from those of managing an account that targets lower positions. We have developed proprietary knowledge that allows us to show our clients' ads in top positions while spending the least amount of money possbile.
Invalid Click Detection
People do indeed maliciously click on advertisers' ads to increase costs. Although Google does a decent job of detecting such clicks and filtering them, they certainly do not detect all of them. Using our proprietary invalid click detection system, we filter out malicious users retroactively, and also submit reports to Google to get refunds for clicks that they did not detect.
While some marketing agencies assume that their services are generated conversions (leads), we want to know. Using a sophisticated conversion tracking system, we closely monitor conversions via phone calls and form submissions. Using this data, we further optimize our clients' PPC accounts.