What we can do for you
At IMS, our consultants know how to set up an Adwords campaign that delivers solid results while maintaining a positive return on investment (ROI).
We structure our pay per click services to fit your budget and drive quality traffic to your site.
Setting up Adwords for your business can improve your ROI. To discuss how how we would set up your Adword campaign call us today for a free consultation.
Why are Adwords effective?
The reason why PPC is so effective is because if done correctly, it helps to drive the right kind of traffic to your site.
Attorneys are either excited or extremely hesitant to utilize Google Adwords (a.k.a. PPC, pay-per-click). We understand this hesitation, as a poorly optimized PPC campaign can be incredibly costly and yield little results.
A well optimized Google Adwords campaign only shows ads when the user intent matches what you offer. For example, a good PPC campaign would show an ad for a San Diego DUI lawyer when someone searches for that term or something similar. However, the ad should probably not show if someone Googles: “pro bono DUI lawyer in San Diego”. Why? Because the intent of the latter user is to find a free lawyer, not to pay for one.
This is a brief overview of how Google Adwords works. This is by no means comprehensive, as Adwords is a complicated system involving many factors that require optimization for a successful campaign. Instead, we have listed some of the areas below that you should be aware of when working with a lawyer marketing consultant.
People often misunderstand the bidding process for Google Adwords. Typically, you want your ad to appear in the top of the page. Therefore, you want to adjust your bidding strategy so that your ad appears in one of the top three spots.
To manage spending, you can set a daily budget for your ad to prevent going over your daily/weekly budget. Google Adwords will tell you how much you need to bid for a high ranking ad. You should note that attorneys typically bid aggressively for top ranked ads, but the ROI often justifies the cost.
Sometimes attorneys underbid in hopes that their ad will rank higher during non-peak times. This rarely works because while your ad will rank higher during non-peak times, it is unlikely to receive any clicks.
This is a score that Google assigns to your ad. This score is based partly on the relevance between your ad and the landing page (page to which your Adwords ad links to).
Google gives you a quality score between 1 and 10, with 10 being the best score possible. This score is critical because Google seeks to provide their users high quality, RELEVANT results, to ensure a good user experience.
The higher your quality score, the higher Google will display your ad. A lower quality score means you will have to pay significantly more for your ad to rank high.
For example, assume you searched for “men’s socks.” The first result was a Google Ad for men’s socks and you clicked on it. If the ad took you to a page for pants, you would be disappointed and most likely click the back button on your browser.
Google wants to make sure that the landing page the Google Ad takes you to a page that meets the user’s expectations.
This is perhaps one of the most important and often overlooked components of a successful Adwords for lawyers campaign.
In order to ensure that your ad shows for people with the intent to hire you, you must include negative keywords that would prevent your ad from showing. For example, assume you’re a New York DUI lawyer. If someone Googles “NYC DUI lawyer”, you would expect your ad to show. But what if someone Googles “How much does a NYC DUI lawyer make” – you would not want your ad to show.
At IMS we understand the importance of utilizing negative keywords to ensure that your ad only appears for relevant searches. By using negative keywords correctly, we assure that you minimize the cost of clicks from users lacking the requisite intent.
When considering whether to use Google Adwords, keep in mind that ROI is the most important factor to keep in mind. You could easily spend $1,500 per week on Google Ads, which may seem like a lot.
But remember that as an attorney, your average client lifetime value (CLTV) might greatly outweigh the cost of the campaign. In other words, it’s not what you spend, but rather how much you make.
The best advice we can give you regarding Google Adwords is to hire someone with experience to setup and manage your campaign. While you could do it yourself, there is a steep and expensive learning curve. Further, Google Ads for lawyers are typically expensive so you do not want to experiment at $80 – $100 per click.
Keeping your ROI in mind
If you would like to further discuss an Adwords for lawyers campaign and paid advertising call Inside Market Strategy today at (800) 431-1665 to discuss your best options.