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Law firms like many other businesses often make a very expensive mistake when it comes to marketing law with PPC. Firms are competing in a very competitive market place where one client can be worth thousands or hundreds of thousands of dollars. With that kind of money at stake, there is a lot to gain or lose. Is there anything the can give your firm the edge?

The simple answer is to be better than your competition. Of course gaining those skills can take a PPC marketer years and a lot of money to be able to compete. Most legal firms decide to do there PPC internally. Often times someone suggested they need to start marketing online and mentioned google and everyone came to the consensus of adsense. The trouble is it doesn’t work out to be so easy, and you are wasting your firms marketing budget. This might be a solution.

Would you recommend that a defendant represent himself in court? Why not? Because no matter how smart they are, law, and being effective in a court room is something that requires years of experience and specific knowledge to become good at. A physhics professor may be smarter than you, but he does not know how to object when a prosecutor makes an unsubstantiated claim.

What your firm should be doing is getting an expert in the field of PPC to manage the campaign for you. The reason is the same reason a PPC expert should hire a lawyer for law advice. PPC marketers spend years honing their skills to stay competitive. Most likely you are competing against them right now if you are advertising online, and you are at a huge disadvantage. Normally a good PPC management firm would charge 15% of your marketing budget + an hourly rate to do the the testing, tweaking, and research. This is not set in stone and is merely an industry average of sorts. Often times other arrangements are made.

Why is that worth 15%? A good firm or specialist will know what keywords to target, and which ones waste your money. They now all the tricks to get you more relevancy so your ads cost less, and they know how to right ads that attract the right people, and get the wrong people to ignore them.

This means several things. First, you will improve the mother of all PPC metrics, cost per conversion. The means that your ratio of clicks to conversions will most likely improve, or your cost per click will lower meaning you will have a lower cost per conversion. Usually it is both. This is very good thing. Imagine you have a budget of $10000 per month, and you are currently getting 3000 clicks to your page. That means your are paying $3.33 per click. From that you are getting 100 leads. that is $100 per lead, or 3.3% conversion. If you could make that 6.6% you will have double the leads and your cost per lead is now $50.

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.

Optimizing your landing pages for the keywords you are targeting is extremely important. If you are targeting clients for emergency room malpractice, you want to point them to a page on your site specifically about malpractice law and not your main page. The more specific and relevant you can get the page the better.

Testing is crucial to the long term success of a PPC campaign. Almost no campaign is successful right off the back. You have to test parameters against one another to see what is effective and what isn’t. It is different every time. In general a PPC campaign should become more and more successful as time goes by.

Analytics makes or breaks the campaign. You cant test properly without a solid analytics program. Without great analytics you cannot tell which words are converting to the desired result, and which ones are eating you budget.

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.