Pay Per Click (PPC) for Attorneys
If you’re not satisfied with the search results your law firm’s website is getting, you might want to consider another option: pay per click (PPC), also called paid search advertising. If your field of specialty is particularly competitive, you may have found that your SEO efforts aren’t achieving the results you’re after. You may want to consider PPC advertising to supplement the traffic organic search brings to your site.
Types of Search Results
There are two types of search results: organic and paid. Organic refers to search results you don’t pay to acquire. If your SEO, blogging and listings are enough to get your website premier search results, that’s fantastic. If not, PPC can help get you more visibility in search engine page results.
When you do a Google search, there are several results at the top of the page with a small “Ad” designation. Those are “AdWords” paid search results, which is Google’s paid search advertising platform. (While other search engines, like Yahoo and Bing, have similar paid search vehicles, here, we focus on AdWords because almost 80% of searches are conducted via Google.)
How Paid Search Works
PPC advertising involves an auction, with you (and your competitors) bidding on keywords (e.g. Dallas Estate Planning Attorney). If, when, and where your ads appear in a Google search is determined by your Ad Rank, which is calculated by your maximum cost-per-click bid (the highest price you are willing to pay for a click on your ad) and your ad’s quality score.
Obtaining page one results from paid search advertising takes more than simply outbidding your competitors. If your max bid is $2 and your quality score is the highest of all bidders in the auction, your ad might appear higher than an ad with a $6 max bid but a lower quality score. You are only charged when a viewer clicks on your ad and is directed to your website. Quality score plays a big role in determining ad position.
How is Quality Score Calculated?
Quality score is a measure of the quality of your ad and its landing page, relative to the keyword. Ad quality is determined by factors such as expected click-through-rate, the ad’s relevance, and the landing page experience, which includes relevance, page load speed, and usability on mobile devices. The bottom line is, you can’t buy your way into the top position on AdWords. You must optimize your ads and your website to be successful with PPC. In short, the higher the quality of your ads and landing pages, the better the return on your investment (ROI).
PPC advertising certainly isn’t a set it and forget it proposition. Each time someone performs a search, a new auction is conducted. Advertisers adjust bids, ad spend, ads, and other factors on a daily basis. And in an effort to improve their product and stay on top, Google updates, revised and changes AdWords continuously. So, what worked well last week might produce different results today.
For more information about PPC for attorneys, contact the law firm marketing experts at Online Performance Marketing. We specialize in helping law firms get the most out of their paid search advertising dollars.