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Attorneys and PPC – Is It Worth It?

Attorneys and PPC – Is It Worth It?

By | 01.13.15
Attorneys and PPC – Is It Worth It?

Attorneys and PPCMost attorney firms have a website and have done basic organic optimization for the search engines. But many ask, “Is it worth it to be buying traffic as well?”

Keywords on Google can cost anywhere from .05 cents and all the way up to over $50. Attorney and lawyer keywords are some of the most competitive and expensive keywords out there. They can get close to that $50 mark. Statistics say the average cost for lawyer based keywords is around $47. That’s $47 every time someone clicks, not converts. That can add up fast! But it is often worth it, due to the fact that each client or conversion can represent thousands of dollars in billing, creating a positive ROI and money well spent.

Is PPC Right for Your Firm and Clients?

Take a look at what you are trying to target and see if it makes financial sense to spend money on buying traffic to complement what you get with your organic traffic. The advantage with PPC is that it provides instant visibility on Google so potential clients can click and go directly to your website. The disadvantage with expensive keywords is that it is easy to burn your budget on irrelevant traffic and searches if your campaigns are not finely tuned.

How to Keep Your CPC’s Low and ROI High

Use Long Tail Keywords

Long tail keywords aren’t searched as often and generally have less competition than shorter keywords such as “lawyer” or “attorney”. This means that because fewer people are bidding on them, they usually cost less per click. Long tail (more specific) keyword phrases such as “car accident injury lawyer in dallas” may have a lower cost per click than shorter terms that aren’t as specific. Also, targeting long tail keyword phrases allows you to target a more specific audience. Just make sure you don’t narrow your keyword phrase down too much as you might be excluding good traffic.

Relevant Ads & Landing Pages

You only have two lines of text to convince people to click on your ad. And if you are paying a high amount per click, you want to make sure those ads correlate with your website so they will lead to a conversion. With this being said, make sure your landing page is interesting, relevant, and easy to read. You also want your ad (and its corresponding landing page) to have a clear call to action. Give the potential clients a reason to click on your ad whether it’s a special offer or incentive to continue to learn more about your firm. And don’t just link to your home page.

Ad Extensions

Use ad extensions to help offer more information about your firm. These are some of the extensions that can enhance your ad.

  • Sitelink extensions offer different links consumers can click on below your ad that link to specific pages.
sitelinks extension
  • Phone extensions (for mobile users) will have a link with your firm’s phone number that the customer can click on and call directly.
phone extensions
  • Location extensions will have your firm’s address that links to a map.
location extension
  • Call Out extensions look similar, but are different from site extensions because they are NOT links. They let you include additional text below your ad to point out different promotions or specials. (These are only for the ads at the top and bottom of the search results pages, not the ones down the right column.)
callout extension

These are free extras that Google offers, that can make your ad more descriptive and relevant. Check out all the different extensions Google offers.

Quality Score

With a good landing page and relevant ads, you improve your chances of increasing your quality score. Your quality score helps determine the exact CPC you are paying per keyword. The higher the quality score, the lower the CPC is. Quality of the ad and the associated landing page are part of the equation Google uses to calculate how your ad ranks and what you pay versus what your competitors pay.

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