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Everything About PPC

In today's legal marketing world, the internet has begun to dominate the discussion, and pay per click is more popular than ever.  You may have heard that PPC pay per click advertising can raise your law firm's website traffic by as much as 66%, but have very little idea what else PPC can do for your firm.  This guide will help answer the most basic questions, from “what is PPC?” to “How do I manage my PPC bids?”  It doesn't have to be hard to set up a PPC pay per click campaign—you'll learn how to start from the basics here.

What is PPC?

Both new and old law firms need advertising that works on the web.  You have several options: you can manage keywords on your website or in blog entries, then use search engine optimization (SEO) strategies to get onto the first page of someone's web search.  However, this kind of search engine marketing requires a high level of skill with web writing to make sure that your content is relevant while keeping keyword density high enough to put your firm into the top few pages of results.

Instead of trying to get your website into the first few pages of results through a traditional search, you can instead use PPC pay per click marketing.  Even if you have little computer experience and are still asking “what is PPC?” you can still use Google AdWords or another PPC program to get your marketing campaign off the ground.  PPC pay per click advertising allows you to target your firm's advertising and only pay when someone clicks on your ad.

What is a PPC Keyword?

When you start to run a PPC pay per click advertising campaign, you'll need to think about what clients are typically looking for when they come to your website.  If your firm specializes in helping people to beat traffic tickets, for instance, your clients probably begin their web search by looking for keywords relating to traffic tickets.

When you advertise using PPC, you can decide which searches your PPC pay per click advertising is seen on.  You will choose the specific keywords that your firm will bid on.  If you're in the top several bidders for a keyword when someone searches for it, your website's ad will be seen by that person—meaning that your site is seen by the exact people you want to attract as clients.

What is PPC Going to Cost My Firm?

The cost of a PPC pay per click campaign depends largely on exactly what kinds of keywords you're bidding on and what your bid strategies are.  If you want to bid on very expensive keywords, like “mesothelioma,” the answer to “what is PPC going to cost” will be very steep indeed—often tens or even hundreds of dollars for a single click!  However, by narrowly tailoring your keywords, you can bring PPC costs down.

For example, you may want to include geographic terms in your searches.  You may also want to include very specific keywords that clients are likely to use, rather than using the kind of keywords that lawyers use.  Instead of using PPC pay per click keywords like “personal injury attorney,” consider terms like “rear end car accident lawyer.”  You can also choose some PPC keywords to exclude from searches—so if your firm doesn't handle a particular type of case, you can exclude clients searching for lawyers who can.

What is PPC Bid Management?

Because PPC pay per click advertising uses bidding, the cost you'll have to pay to get your advertisement displayed prominently will depend on what other firms have already bid.  While firms that are still trying to figure out “what is PPC?” may not be able to work out a great bid management strategy right away, as you continue to use pay per click services you'll learn how to maximize the profits from your bids.

For example, you may find that it might be much cheaper to appear early in search results with your PPC pay per click campaign when you're advertising at certain hours of the night.  If you still get the same conversion rates (the same percentage of people call your firm after clicking), you'll want to make sure your PPC bid isn't any higher than it needs to be.  You can use PPC pay per click bid management software to help you figure out what is PPC bid strategy that will work best for your law firm.

What is PPC Campaign Management?

“What is PPC?” is a more complex question than just what keywords to bid on.  If you're still not sure how to use PPC pay per click marketing, you may want to look into PPC campaign management.  Campaign management services can help you get beyond the initial difficulties of setting up your PPC campaign so you can move on to getting the clicks and conversions you're hoping for.

What is PPC Strategy?

Building a great strategy for your PPC pay per click ads requires knowing about your potential clients.  When your clients are looking for websites to answer their legal questions or find a lawyer, they want accurate information and contemporary web design that is aesthetically pleasing.  In order to have the best PPC results, you'll want to create strategic landing pages that contain the content your clients are searching for.

When you have done PPC pay per click advertising for some time, you can begin to look at changing and developing your strategy based on what works.  What is a PPC effective strategy can depend largely on the exact nature of your practice—you'll want to look at which pages are driving conversions and what those pages have in common.

What is PPC Going to Do for My Business?

Used effectively, PPC pay per click can help your business to grow—not just by getting eyes on your website, but by getting the right eyes.  When you use PPC, you're targeting only clients who specifically want exactly the kinds of services your firm is providing.  When you begin to develop your PPC pay per click strategy, you'll find that your conversion rates can steadily increase, making it cost less for each new client you're finding online.  While other forms of marketing require a great deal of computer knowledge, you can begin a campaign with pay per click advertising relatively quickly and easily.