When advertising for your law firm online, you will have a number of different choices on where and how to advertise, and knowing what is the best choice for your firm – and what will provide you with the best return on your investment – can be confusing. Among the more popular choices for legal advertising these days is “pay-per-click” advertising (and, specifically, Google AdWords), which may also be referred to as “keyword advertising.”
With this model, your firm will target certain keywords and will pay advertisers (usually other websites) each time a user clicks on your law firm’s ad. Although pay-per-click advertising sounds simply in theory, in practice, there are a number of mistakes that law firms can make when opting for this advertising method – and these mistakes can cost them hundreds if not thousands of dollars in wasted advertising budget each year.
The following are some ways in which law firms can avoid pay-per-click advertising mistakes, save money and ultimately get a better return on their advertising investment:
- Target your specific geographic location – While pay-per-click ads typically default to the entire U.S., it will be crucial that law firms change this default so that the targeted geographic area will be a specific city (or county) in a specific state. Without making this change, law firms can be throwing large amounts of money at ads and audiences that have zero interest in their services.