This really depends solely on your budget and long-term commitment to your law firm’s online marketing plan. PPC can be a great way to show up at the top of search results. Not only will your firm get prime placement on page one, but in time your phone should start ringing more and more and you may start getting quality leads that could turn into cases.
That being said, PPC is not a magic wand and can take up to three months before you start seeing any return on your investment. Like any campaign, it takes time to mature and start getting traction. If you have extra funds available in your marketing budget, PPC can help get you more exposure.
When you couple a strategic paid advertising campaign with a sound digital marketing strategy, you are able to widen your client acquisition parameters and create a more robust intake machine.
What Is Pay-Per-Click Advertising?
Google, Bing, and other search engines offer “play to rank” platforms where you pay for your ad position. The highest bidders will then show up on the top of the search results page for that phrase in the paid ads section, just above the organic search results. Every time a user clicks on your “ad,” you pay Google or Bing the amount that you bid. In other words, you pay per click.
How Much Should Pay-Per-Click Cost?
There is no fixed rate for PPC; however, we can tell you that lawyer keyword phrases are some of the most expensive keywords in the industry. With cost-per-click (CPC) at a premium for competitive terms related to car accidents, injuries, divorces, and DUI’s, it is extremely important that your paid advertising budget is strategically built around the needs of your law firm and your budget.
Your monthly spend will vary based on factors such as:
- The search terms you choose to target
- The time of day you plan to run ads
- The geographic reach of your ads
- The quality score of your website
Over time, you can maximize your return on investment (ROI) by improving the quality of your landing pages and by refining your keyword lists. Because there is no one-size-fits-all marketing budget, you should make sure you can track performance with regular reports. The last thing you need to do is throw away money on a poorly managed campaign. You also need to commit to your plan at least six months before getting started.
Let SLS Consulting Help Maximize Your ROI
We always tread cautiously, and we make sure that the money you are spending is being utilized the best way it can be. Time and time again, we get calls from attorneys who are spending thousands of dollars every month on PPC but are not receiving the quantity or quality of calls they were promised. Any type of paid advertising campaign, whether it is Google Ads, Bing Ads, paid advertising on Facebook, or remarketing, needs to be monitored constantly to ensure that you are getting the most out of your investment.
For Google Ads, we design custom landing pages that are built to convert. We implement call tracking and analytics so you can keep an accurate record of where your calls are coming from. If you know exactly which advertising channels are bringing in new business, you will be able to determine your ROI.
Will I Get a Return on my Investment?
As with any form of advertising, there is no guarantee. However, you can greatly increase the odds of converting potential leads into future clients if your landing pages are well-designed, feature compelling copy, and deliver a great user experience. If you are continually highlighting your firm’s successes and giving site visitors a very clear idea as to what it is like to work with your firm (and you have great client reviews on third-party review sites), you are setting your website up for success.
For help doing that, please give SLS Consulting a call at (323) 254-1510. We will talk about how to strategically plan your digital marketing and PPC campaigns.
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