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?
Yes! All you have to do is be better than everyone else. Or higher someone who is better than everyone else to do it for you. Most law firms do there online marketing for themselves. Usually someone in the office mention Pay Per Click or google and the next thing you know the firm is pouring money down the adsense drain. Here is why.
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.
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.
Why is that worth 15%? A good firm or specialist will know what keywords to target, and which ones waste your money. They now all the tricks to get you more relevancy so your ads cost less, and they know how to right ads that attract the right people, and get the wrong people to ignore them.
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.
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
Success is all about the testing. Few campaigns are profitable right out of the gate. The key is test every variable. Test dozens of ad variations, test small groups of keywords individually. Keep the best performer through out the others, and test the best performer against a new set of ads.
Analytics are one of, if not the most important factors in PPC marketing. You need to be able to see where you sign ups are coming from. Without analytics, 1000 people could click on an ad from a keyword you were bidding on and you would not know whether anyone signed up or not. Analytics is what let you know which keywords to bid more on, and which to stop bidding on all together.
Keyword research is how you determine which keywords to target in the first place. If you do proper keyword research before you even begin an internet marketing campaign, your success rate compared to not doing the research will be astronomical. It is the foundation of all internet marketing.
Yes! All you have to do is be better than everyone else. Or higher someone who is better than everyone else to do it for you. Most law firms do there online marketing for themselves. Usually someone in the office mention Pay Per Click or google and the next thing you know the firm is pouring money down the adsense drain. Here is why.
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.
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.
Why is that worth 15%? A good firm or specialist will know what keywords to target, and which ones waste your money. They now all the tricks to get you more relevancy so your ads cost less, and they know how to right ads that attract the right people, and get the wrong people to ignore them.
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.
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
Success is all about the testing. Few campaigns are profitable right out of the gate. The key is test every variable. Test dozens of ad variations, test small groups of keywords individually. Keep the best performer through out the others, and test the best performer against a new set of ads.
Analytics are one of, if not the most important factors in PPC marketing. You need to be able to see where you sign ups are coming from. Without analytics, 1000 people could click on an ad from a keyword you were bidding on and you would not know whether anyone signed up or not. Analytics is what let you know which keywords to bid more on, and which to stop bidding on all together.
Keyword research is how you determine which keywords to target in the first place. If you do proper keyword research before you even begin an internet marketing campaign, your success rate compared to not doing the research will be astronomical. It is the foundation of all internet marketing.
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