Managing your online marketing budget as a lawyer or law firm can be a challenge. There are countless decisions to be made, and you are competing for very valuable interest. One client could mean thousands or hundreds of thousands in revenue to the firm. That means that other firms are paying top dollar to be seen on the front page of the ad search results. Is there anything you can do?
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 ever even consider telling a client to represent themselves in a court of law? Of course not. Forget about the fact the your law firm would not get paid and focus simply on the fact that they do not know what they are doing. When they go up against an experienced prosecutor, they do not stand a chance. Even a Neurosurgeon, as smart as they are, does not have the necessary skills or experience to compete in the at realm.
By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.
Is it worth 15% You bet. If you get a good firm, the increased effectiveness in your campaign could easily double, if not triple. They know how to make your campaign larger, more targeted, and more effective on the same budget. They can even get the people that see your ads who are not potential clients to not click them and cost you money.
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 would mean that you could charge more per click, because you are converting at a higher rate. Here are several important factors that effect PPC campaigns and how effective they are. You can ask prospective marketing firms about these, they should have answer to all or almost all of them.
Creating optimized landing pages is crucial. You want the page that the person lands on to be as relevant as possible to the search term. It makes sense to them, but Google also rewards you with a higher relevency rating, which means it costs less to appear at the top.
Testing testing testing. Very few PPC campaigns are profitble on the first day. You have to test and see what works. You should be making multiple versions of your ads, and multiple groups of ads. The more specific and niche you can get with your ads the better. See which ones perform and which ones do not. Keep the best performers and then test them against more 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.
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 ever even consider telling a client to represent themselves in a court of law? Of course not. Forget about the fact the your law firm would not get paid and focus simply on the fact that they do not know what they are doing. When they go up against an experienced prosecutor, they do not stand a chance. Even a Neurosurgeon, as smart as they are, does not have the necessary skills or experience to compete in the at realm.
By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.
Is it worth 15% You bet. If you get a good firm, the increased effectiveness in your campaign could easily double, if not triple. They know how to make your campaign larger, more targeted, and more effective on the same budget. They can even get the people that see your ads who are not potential clients to not click them and cost you money.
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 would mean that you could charge more per click, because you are converting at a higher rate. Here are several important factors that effect PPC campaigns and how effective they are. You can ask prospective marketing firms about these, they should have answer to all or almost all of them.
Creating optimized landing pages is crucial. You want the page that the person lands on to be as relevant as possible to the search term. It makes sense to them, but Google also rewards you with a higher relevency rating, which means it costs less to appear at the top.
Testing testing testing. Very few PPC campaigns are profitble on the first day. You have to test and see what works. You should be making multiple versions of your ads, and multiple groups of ads. The more specific and niche you can get with your ads the better. See which ones perform and which ones do not. Keep the best performers and then test them against more 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.
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