As a law firm or independent lawyer, determining where to spend you online marketing budget can be a daunting task. You have so many options, and are competing in a very competitive field. Each click could possibly be a new client eventually worth thousands or hundreds of thousands to the firm. With that kind of value on the line you can bet that firms are willing to pay whatever they have to, to be seen. Is there anything you can do to get the edge?

The simple answer is to be better than your competition. Of course gaining those skills can take a PPC marketer years and a lot of money to be able to compete. Most legal firms decide to do there PPC internally. Often times someone suggested they need to start marketing online and mentioned google and everyone came to the consensus of adsense. The trouble is it doesn’t work out to be so easy, and you are wasting your firms marketing budget. This might be a solution.

In your right mind would ever recommend a client represent themselves in court with little or no court experience? Why not? You would not do that because you know that regardless of how smart that person is, they have no court experience or expertise. This is something that requires years of experience to master. A rocket scientist may be smarter than you but they do not know that asking to dismiss a piece of evidence because the paper work wasn’t filed properly was even an option.

By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.

A good PPC expert can more than make up for the 15% budget fee. This is because they know what keywords to target, and which ones not to. They also know how to get higher in the rankings without paying more. They also know how to attract only those customers that you want to click on the ads.

This translates in to higher conversions per clicks, and only paying for the clicks that are getting conversions. Sounds like a good thing right. Because it is. A very good thing. Imagine what would happen if you were spending $5000 a month in PPC advertising online, and you could increase your conversion from getting leads from 10 clients a month, to getting leads from 20 clients per month. That is huge.

That means that you can pay more for successfull clicks, and possible even increase your advertising budget because it is so successful. Below are several of the most important factors that effect PPC campaigns. If you are outsourcing to a firm or specialist, they should know these facts inside and out.

Creating optimized landing pages is crucial. You want the page that the person lands on to be as relevant as possible to the search term. It makes sense to them, but Google also rewards you with a higher relevency rating, which means it costs less to appear at the top.

Testing is crucial to the long term success of a PPC campaign. Almost no campaign is successful right off the back. You have to test parameters against one another to see what is effective and what isn’t. It is different every time. In general a PPC campaign should become more and more successful as time goes by.

Analytics makes or breaks the campaign. You cant test properly without a solid analytics program. Without great analytics you cannot tell which words are converting to the desired result, and which ones are eating you budget.

Keyword research is how you determine which keywords to target in the first place. If you do proper keyword research before you even begin an internet marketing campaign, your success rate compared to not doing the research will be astronomical. It is the foundation of all internet marketing.