If you are planning a pay-per-click Internet campaign to advertise your law firm, one of the most important things to do is to specify the keywords and key phrases that you're targeting. If, say, you decide on “Cincinnati motorcycle accident lawyer,” your paid ad will appear somewhere on the first page of Google search results whenever someone in the Cincinnati area types that phrase into Google. Remarkably, you don't have to pay for the ad unless someone actually clicks on it, at which point you'll have to shell out the going rate to your advertising syndicate.

You can probably sense some kind of catch coming, and here it is: some key words and key phrases are more expensive than others (and some are a LOT more expensive). Given the intense competition, a pay-per-click campaign built around “Cincinnati personal injury lawyer” will be much more expensive than one based on “Cincinnati motorcycle accident lawyer,” since there are so many general-interest personal injury lawyers in that city. As a general rule, as your key phrase becomes more detailed, it becomes less, rather than more, expensive—for the simple reason that many fewer people are likely to search on the phrase “Cincinnati stroller recall and malfunction attorney” than simply “lawyer in Cincinnati.”

Confused yet? You don't need to be. The fact is that very few lawyers have the time, or the inclination, to launch a major pay-per-click web campaign on their own, and they have better things to do with their billable time.

At Great Legal Marketing, we'll deal with the details, and leave you to handle what you know best—the law. Questions? Contact our lawyer marketing experts today at 888-791-2150 to learn what we can do for you!

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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