What is pay-per-click advertising, and will it work for my firm?

Simply put, pay-per-click advertising is when you pay for a group of keywords so that when someone searches for those words, your site will show up first. You may have seen this happen before: when you searched online for a movie and the first three results were “sponsored links,” or saw ads targeted toward you on Facebook.

As to whether it will work for you: it all depends. Luckily, you don’t have to jump in with both feet. You can start with a small pay-per-click campaign as a test. Consider purchasing two or three different keyword terms from a pay-per-click program (offered by Google, Yahoo, or other third-party sellers). These phrases can range from broad terms such as “Houston divorce attorney,” to wordier and more specific terms like “no-contest divorce in Texas.” A range of terms will help you gauge the quantity (and quality) of customer responses.

While this is an effective way to appeal to your customer market, it can also be expensive. The broader term, “Houston divorce attorney,” will likely cost more than the specific terms, as more searches will be done on those phrases. Specific or lesser-used key phrases are more of a sniper approach: that may not catch many customers, but they are likely to land you the ideal client you’ve been targeting.

Before you start buying up all the legal marketing keywords you can afford, keep in mind that you will be paying for each click—and just because a customer clicks over to your site is no guarantee you will sign his case. To learn how to effectively turn your website readers into clients, call 888-791-2150 today to join our Great Legal Marketing team.

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