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.
In your right mind would ever recommend a client represent themselves in court with little or no court experience? Why not? You would not do that because you know that regardless of how smart that person is, they have no court experience or expertise. This is something that requires years of experience to master. A rocket scientist may be smarter than you but they do not know that asking to dismiss a piece of evidence because the paper work wasn't filed properly was even an option.
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.
Optimized landing pages are key when it comes to ppc. Instead of sending a client to your main website, send them to a page designed specifically to target them. If your are targeting motorcycle injury clients, have a page of information related to that topic, and ask for their information there. You will get a higher relevancy rank. More on that in a minute
Testing is crucial to the long term success of a PPC campaign. Almost no campaign is successful right off the back. You have to test parameters against one another to see what is effective and what isn't. It is different every time. In general a PPC campaign should become more and more successful as time goes by.
Analytics is the most important piece of any internet marketing. Without it you do not know who is click where, or where your conversions are coming from. This is how you find out which words are being effective and which ones are not. This will let you know where to spend your money.
Keyword research is essential to let you know several things. What your target market is searching for, how much it will cost, and what the commercial intent is of each keyword. You want to go after the people that are in action mode, not research mode. It will save you from expensive clicks from a 15 year old student researching class action lawsuit.
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.
In your right mind would ever recommend a client represent themselves in court with little or no court experience? Why not? You would not do that because you know that regardless of how smart that person is, they have no court experience or expertise. This is something that requires years of experience to master. A rocket scientist may be smarter than you but they do not know that asking to dismiss a piece of evidence because the paper work wasn't filed properly was even an option.
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.
Optimized landing pages are key when it comes to ppc. Instead of sending a client to your main website, send them to a page designed specifically to target them. If your are targeting motorcycle injury clients, have a page of information related to that topic, and ask for their information there. You will get a higher relevancy rank. More on that in a minute
Testing is crucial to the long term success of a PPC campaign. Almost no campaign is successful right off the back. You have to test parameters against one another to see what is effective and what isn't. It is different every time. In general a PPC campaign should become more and more successful as time goes by.
Analytics is the most important piece of any internet marketing. Without it you do not know who is click where, or where your conversions are coming from. This is how you find out which words are being effective and which ones are not. This will let you know where to spend your money.
Keyword research is essential to let you know several things. What your target market is searching for, how much it will cost, and what the commercial intent is of each keyword. You want to go after the people that are in action mode, not research mode. It will save you from expensive clicks from a 15 year old student researching class action lawsuit.
About the Author:
Law firm PPC marketing can be very profitable if done properly. Visit us atLaw Firm PPC, to get your free consultation.
Posts
No comments:
Post a Comment