As a continuation of Saving Money: Avoid These Common Advertising Mistakes (Part 1), here is some additional information regarding how law firms can effectively use pay-per-click advertising in order to maximize the return on their advertising investment. When developing pay-per-click ads for your law firm, it will be important to:
- Choose the “search network” over the “display network” – Although pay-per-click options will default to choose both the search and display networks, this will cost your law firm more money without necessarily producing more click-through rates (or more results in the form of new clients). Instead, it’s far more cost-effective for law firms to opt for the search network, as this will specifically target individuals who are searching for attorneys in your area. Alternately, the display network will display your law firm’s ads on various sites, such as Google’s partner sites, where it is far less likely that users have an interest in hiring an attorney.
- Choose the right keywords – While pay-per-click options will generate a bunch of generic keywords (like simply “lawyer”), it will be important to be as specific as possible. Specificity will not only help you reach your target audience, but it will also minimize the chances that you get irrelevant traffic due a confusion of terms. For example, the generic term “attorney work” may be aimed at attracting those with workers’ compensation claims but instead may pull in traffic from people who are looking for jobs as lawyers.