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The Top 3 Pay-Per-Click Mistakes Law Firms Make That Lose Money

In too many law firms, marketing and business development strategies are almost non-­existent, or are gathering dust on the credenza.

Often, the responsibility may be handed off to an intern, first-­year law student, paralegal, or the spouse of one of the law firm’s partners, and not given the importance it should. Marketing for the firm online is not something they’re trained for, but they’re caught-­‐ who else is left to do it?

I’ve catalogued here that cause hard-fought money to be wasted, these top three are those we find have the most impact on a law firm’s black American Express card.

1: Keywords/Phrases Too Broad

The foundation of an effective online marketing campaign is targeting those keywords and phrases your prospective client types into the search bar. It doesn’t matter what is technically, legally, or even grammatically correct- it only matters what THEY searched for. Because what they type into the search bar is what Google’s algorithm is going to use to trigger your ad and display it, assuming of course, that your Ad Rank is sufficient for the ad to be displayed, and displayed high on the first page. We want first page exposure because recent studies show that 92 out of 100 people will never get to page two.

The foundation of an effective online marketing campaign is targeting those keywords and phrases your prospective client types into the search bar. It doesn’t matter what is technically, legally, or even grammatically correct- it only matters what THEY searched for.

 

Because what they type into the search bar is what Google’s algorithm is going to use to trigger your ad and display it, assuming of course, that your Ad Rank is sufficient for the ad to be displayed, and displayed high on the first page. We want first page exposure because recent studies show that 92 out of 100 people will never get to page two.

Here is a list of some legal phrases and their
corresponding daily cost-per-click.

(as of June 2019)

Estimated Daily Cost-Per-Click

Keyword/Phrase:
Personal injury attorney $ 91.29

Brain injury attorney $ 31.71

Commercial litigation attorney $ 19.95

Intellectual properties attorney $ 14.37

IP attorney $ 10.76

Lemon law lawyer $ 25.07

Medical malpractice attorney $ 29.48

Real estate litigation attorney $ 12.93

Mesothelioma attorney $ 121.29

2: Poorly Written Ads

Dull, boring, flat and ineffective ads everywhere stand lifeless and useless on Google Search Results pages. But it doesn’t have to be that way. Sure, it’s not easy. Especially when you have to get your point across with only 25 characters in your headline, and inject some flair, emotion and a call-to-action in two 35-character lines. But it can be done. Effective, creatively written ads can even save you money and time by discouraging the “wrong prospects” from clicking on your ad.

An ad has only one job – to get a click. That’s it! You don’t need to do all the selling in the ad- that’s the job of the landing page, which I’ll discuss later.

Effective, clickable ads have five main properties:

1: The ad’s language (keywords) match the searcher’s query as closely as possible.

2: It speaks the same language your searcher speaks.

3. The ad resonates with the prospect on an
emotional level and triggers a response.

4: Appeals to your target prospect with catchphrases and brand awareness through intelligent copywriting, but also discourages the wrong prospects.

5: Compels the prospect to perform an action because you asked/told them to.

Most ads rarely contain even two of these properties. No wonder so much money is being wasted needlessly. When crafting your ads, work to match at least one word to the searched keyword. But don’t try to copy everyone else by running a generic ad for your main keyword. Mix it up a little, make sure your ad’s title stands out from the crowd.

3: Not Using The Best Keyword Match

Broad Math, Modified Broad Match, Phrase Match, Exact Match,

When we investigate and audit campaigns that are underperforming, we discover the advertiser wasn’t aware that the default setting of Ads keyword matching is “BROAD MATCH.” By not having a clear understanding of how the keyword matching choices work, advertisers waste a significant amount of money by casting too wide a net, and not capturing the targeted visitors they want.

Let’s examine how each of the four available match types would handle the keyword phrase ‘tennis shoes.’ Each keyword match type, which is specified by a special symbol, triggers your ad to show for a visitor’s search in different ways.

The chart on the next page will give you an introduction to the different match types, ordered from broad to narrow. Then I’ll provide additional information on each option.

If you wished, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

Generally, the broader the keyword matching option, the more traffic potential that keyword has, though it is less targeted.


To get the full in-depth details about these mistakes and learn our other 5 top mistakes lawyers make in PPC Marketing. Click here for our free E-Book now: The 7 Mistakes Lawyers Make Advertising With Google AdWords

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