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PPC For Lawyers: A Lawyer’s Tool to Promote Their Practice

Pay per click or PPC for attorneys drives targeted visitors to your law practice or website. It is an extremely cost-effective form of internet marketing that will dramatically increase inbound, new leads. PPC is precise,…
tcarter@strisemarketing.com
PPC for Lawyers
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Pay per click or PPC for attorneys drives targeted visitors to your law practice or website. It is an extremely cost-effective form of internet marketing that will dramatically increase inbound, new leads. PPC is precise, highly targeted, and lends itself to a broad range of advertisements. This form of internet advertising enables law firms to target exactly the audience they desire, giving them the control to be much more aggressive or conservative in their advertisements.

PPC For Lawyers

The success of a PPC campaign for lawyers can be measured in dollars. The best PPC programs allow a firm to specific keyword phrases that coincide with the services a lawyer offers. When a visitor searches for these terms, a PPC campaign tailored to the specific needs of the firm is sent out. The resulting flow of targeted web traffic is what drives new clients to a firm and retained clients to stay longer.

PPC For Lawyers must be able to precisely pinpoint which keywords and keyword phrases are most likely to draw in new clients and retained ones. Researching the most popular search terms associated with your area of expertise helps. Then, the campaign is devised to exploit these keywords. It may be necessary to develop an organic PPC program, in which case paid time-on-page ads are placed on the most popular websites. Keyword research also allows a firm to make PPC sense by using specific words and phrases in up to 50% of all PPC ad purchases. If this strategy proves too risky, a firm can choose to outsource PPC work to a PPC company.

PPC For Lawyers is ideal for law firms that are new and do not have the traditional brick and mortar business, as well as those with a smaller client list. As a starting point, a firm could use the services of a PPC company that specializes in professional search optimization. For a fee, these companies will analyze the content on your website, your keywords, the competition, and help you design a pay-per-click campaign that targets your niche market and develops keywords that are most likely to attract clients. PPC For Lawyers can also be set up to track the progress of your campaigns, such as clicks on your keywords and the number of times your ad was displayed.

As a service, PPC companies will create PPC ads based on keyword data and related meta tags. They will determine where to post the PPC ads, how often to post them, what kind of keywords to use (both overall and in specific areas), and what size of an advertisement to display. Once the PPC campaign is put together, it is tested to determine how effective it is at bringing clients to the firm. If successful, it is deployed throughout the site and periodically updated with new keywords and phrases.

Using a PPC campaign for lawyers will allow lawyers to advertise their services more easily and generate new leads at a faster clip. Because there are many different ways to advertise via the internet, the best way for PPC For Lawyers is for the firm to incorporate unique advertising onto the web page itself, rather than burying it in the footer or on the sidebar of the website. In addition to creating unique PPC ads for lawyers, it will also be beneficial to split test different ad versions. When using PPC for attorneys, the focus should be on the quality of the content rather than the number of impressions. It will be helpful to split test the ad versions on the same keyword phrases, in order to find which version is more likely to bring in new clientele.

A PPC For Lawyers campaign can be implemented by hiring a company that specializes in professional pay-per-click advertising. Some of the services that a PPC company can provide include pre-set advertising programs, as well as a dynamic website that incorporates current case law, the latest case news, as well as up to date articles that offer insight on legal issues. A PPC For Lawyers campaign can also be carried out through the creation of a dedicated landing page. Many law firms choose to create a dedicated landing page that contains all of the information that prospective clients will need to know. Because the majority of attorneys have websites today, it may become necessary to create a dedicated landing page just for the attorney. In addition to creating an attractive landing page, the PPC For Lawyers program can also benefit a law firm by paying out up to 10% of each new client that refers to a specific client to the law firm through the directed links on the site.

Although there are many benefits associated with a PPC campaign, there are some common complaints that are brought up by most law firm managers. The biggest complaint revolves around the cost per click or CPC. Because a PPC ad shows up when a searcher searches for a specific set of keywords, it can be more expensive than traditional banner ads. Another critique of this form of advertisement is that it can sometimes take longer for a PPC ad to show up on a search result page than a traditional banner ad, which can lead to a loss of revenue.

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