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Buying Keywords on Google Adwords or other PPC Sites
Pay Per Click for Law Firms and Attorneys
One of the biggest mistakes that attorneys make when managing their internet marketing campaign is buying key words while neglecting search engine optimization (SEO). Pay per click options include:
Google Adwords and AdSense also provide CPM (cost-per-thousand-impressions) or PPC/CPC (cost-per-click) advertising that appear as text or image ads on third-party sites. In addition to these pay-per-click sites, law firms who want to advertise their services on-line also rely on consultants to design and launch various "affiliate programs."
As more customers are beginning to rely on internet search engines to find an attorney and as more law firms increase their internet marketing budgets, the average cost per click (CPC) of legal terms has risen dratically over the last five years.
Sure, if you pay money to these pay per click sites then you can immediately see your website on the first page of the major search engines. Of course, your website is relegated to the column for "sponsored results." Although you might show up for a trophy term like "Boston Personal Injury Attorney" you will receive few quality clicks.
Those PPC ads or "sponsored results" are increasingly not worth the expense over the long term. Contact Internet LAVA to discuss search engine marketing (SEM) for attorneys focused on your most profitable niche areas instead of the overly expensive trophy terms relied on by other attorneys in your area.
The best way to leverage your law firm's marketing budget is to target more particular niche areas of the law that provide the most profitable type of cases for your law firm. For law firm marketing, the benefits of a pay per click campaign including instantly testing out a new marketing strategy for a particular niche area in the law. But as a long term strategy, focusing on SEO and better content on the website provides a much better and longer lasting return on investment.
What Worked a Few Years Ago No Longer Works Today
Although years ago attorneys certainly saw a nice return on investment and converted clients by using pay per click, the popularity of these techniques today means that it is no longer a wise long term investment for most law firms. The cost per acquisition (CPA) no longer justifies the expense. If over the long term you are not making money or getting paid for your pay per click (PPC) efforts then why not find a better way for your law firm?
For a fraction of the costs, these same attorneys that are addicted to pay per click could use much more effective techniques such as:
Often those small changes alone make a huge difference in the websites performance in the nature seach engine rankings. Most importantly, attorneys can actually reduce their monthly pay per click budget by narrowing the focus to more particular niche areas that are most profitable for the law firm.
Often, reducing the budget in this way forces the attorney to find those niche areas. Many attorneys are surprised to see the immediate impact on the types of cases and the more substantial return on their pay per click investment.
PPC is No Longer Worth the Expense - How Much Are You Paying?
PPC Fraud and Curiosity is Rampant and Often Impossible to Quantify
The same can be said when a house goes on the market. Your real estate agent puts up the "for sale" sign and puts a box of flyers in the yard next to the sign. The first weeks the flyers disappear quickly because your neighbors, service providers and other curious individuals take all the flyers before any real potential buyers even know the house is on the market. The difference is that real estate flyers are cheap and pay-per-click is expensive.
Even if Your Ideal Clients Click on the Sponsored Link - They Won't Stay Long on a Weak Site
An Analogy - Building a Home Similar to Building a Website
An attorney that focuses on his organic listings can be compared to a man who builds his house.
An attorney that focuses on his pay per click ads can be compared to a man who rents a room at a hotel on an weekly basis with no long term plan for moving out.
Unlike Other Business Owners - Attorneys are Willing to Overbid for Key Terms
It is no secret that attorneys are willing to over bid for all key terms related to their legal practice. The vast majority of the most expensive key terms are purchased for attorneys and law firms, particularly for practice areas such as personal injury, medical malpractice, criminal defense, and DUI defense. Many of these key terms go for more than $50 a click. Attorneys often start the pay-per-click campaign without a specific goal, budget, or way to measure the return on investment.
Consider the Facts: Pay Per Click verses Organic Rankings
Dominating the organic listings means driving your ideal clients to a specific interior pages on your website that deals directly with particular niche topics based on the viewer's search terms. For most of these searches the viewer will never see the homepage of your website. When those clients arrive on one of those interior pages the client finds the best content that answers their questions.
On the other hand, most pay per click ads simply take the viewer to the homepage of the website. Since your homepage looks like every other attorney's homepage it does nothing to answer the viewer's specific questions. The viewer will quickly click off your website and perform a more narrow search.
We help attorneys use their pay per click budget to target new areas that provide a much better return on investment. At the same time, we focus the bulk of their internet marketing budget where it matters most - improving the existing content and adding new content to gain the top position on the search engines organically.
How We Help Our Clients Avoid Pay Per Click Fraud and Curiosity
At Internet LAVA, we help attorneys avoid pay per click fraud and curiosity in two ways.
Most attorneys using a pay per click management company have never seen one penny in refunds for pay per click fraud. How is that possible? The Search Engine Marketing (SEM) company hired by the attorney just doesn't provide that service for their client. At Internet LAVA, we know that those refunds can sometime amount to 30% of the budget allowing our clients to gain a much better return on investment.
Our Solutions for Attorneys Who Are Unwilling to Overpay for PPC Keywords
Call us for a free consultation so we can evaluate your current website, analyze your competition, and suggest improvements so that you can dominate the search engines to convert your ideal clients into paying customers.
The Best Pay-Per-Click Alternatives By Pratice Area
Pay Per Click - Personal Injury Attorneys - Find out more how personal injury attorneys can benefit from decreasing their pay per click budget, focusing on their most profitable niche areas, and increasing the informative content on their website for a much better return on investment that grows each month.
Pay Per Click - Medical Malpractice - The crown jewel of the personal injury field, medical malpractice websites convey to your ideal client a dedication to their legal problem. See your conversion rates spike after you begin relying less on pay per click and more on better content.
Pay Per Click - Family Law - Your ideal clients begin their search for a family law attorney by looking for answers to basic questions under the laws of their particular state such as child support, alimony. the impact of an extra-marital affair, the division of retirement accounts and the problems for small business owners during a divorce. Answer those questions for your ideal clients and they will reward you by calling your staff to schedule a consultation.
Pay Per Click - DUI / DWI Lawyers - For attorneys that focus on DUI the cost of pay per click advertising is becoming ridiculously expensive. Even worse, your ideal clients will bypass the pay per click listings and head directly for the top of the organic search listings to answer their questions about a breath test, refusal, property damage, and driver's license suspension issues for their particular state and county. Spend less on pay per click and see your conversion rate increase dramatically within a short period of time.
Pay Per Click - Criminal Defense Attorneys - Every state has hundreds of common criminal offenses. By providing content on those crimes, potential punishments, and potential defenses, your ideal clients will find your website when they begin their search for a criminal defense lawyer.