Yes! You can be better than the competition. The sad truth about law firms and most businesses when it comes to marketing online is that they try to do it for themselves. Someone in the office says “we should be marketing online, lets try Adsense.” Everyone says its a great idea and they give it a shot. The problem is, it isn’t that easy. Here is why.

This translates in to higher conversions per click, and only paying for the clicks that are getting conversions. Sounds like a good thing right? Because it is. A very good thing. Imagine what would happen if you were spending $5000 a month in PPC advertising online, and you could increase your lead conversion from 10 clients a month, to getting leads for 20 clients per month. That is huge.

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

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

PPC Campaign Testing

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 For PPC

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 how you know which keywords to bid more on, and which to stop bidding on all together.

Keyword Research

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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