PPC Marketing and its Role in Attorney SEO

Pay-per-click (PPC) marketing is defined as paying Google to list your site on its SERPs. Each time someone clicks on your link here, you’re charged money. Besides this, there are a few other downsides regarding PPC campaigns and their role in lawyer SEO, including:

• You’ll pay more money here because you’re buying each click.
• Your ads are only seen on set days and at set times unless you have an unlimited budget. This isn’t a bad thing once you’re properly optimized.

Fortunately, the benefits really do outweigh the disadvantages here. They include:

• You’ll reap immediate results, including increased traffic that results in some conversions.
• When your PPC is professionally managed in a proactive manner it’ll continue improving with time. This means you’ll start paying less money per lead.
• You can easily target potential clients in neighboring suburbs and cities whom you’d otherwise struggle to reach with attorney SEO.

As you plan for such a campaign, make sure that you:

• Work with a professional that’s “Google Partner Certified.” Their experience is beneficial.
• Be creative with your targets and who you want to reach but make sure that it makes sense for your budget at the same time.
• Demand reports on a regular basis.

SEO Marketing and its Role in Lawyer SEO

Through lawyer SEO you’ll build your website’s reputation. This requires the development of great content that other people endorse. Besides the fact that this takes a lot of work, there are some other disadvantages to using attorney SEO. These include:

• You won’t receive immediate results through attorney SEO.
• Google’s algorithm is always “improving,” so rankings sometimes experience turbulence.
• While your attorney SEO campaign’s costs are typically stable, it does mean you can’t adjust them seasonably, like you can with PPC.

Once again, the advantages outweigh the disadvantages though. These include:

• Your collective cost per conversion is much lower than PPC.
• Unlike PPC ads that run on a schedule, you’ll receive consistent, full-time exposure with lawyer SEO.
• You’ll also receive third-party exposure through legal directories, social channels, news sources and other types of media.

When you’re ready to take advantage of lawyer SEO for your law firm’s website, there are a few things that you’ll want to make sure that you do. These include:

• Hire a search engine marketing (SEM) company with proven results. If you find a company who’s offering you something that appears to be too good to be true, you’ll want to steer clear of them because it’s probably true – it’s probably too good to be true.
• Make sure you have goals and an established timeline in front of you before delving in. When you work with a SEM company they should be able to provide you with examples of work they’ve done for similar clients.
• Think of this as a long-term investment but expect to see at least some growth in your ranking reports. You should also be able to monitor organic traffic through Google Analytics. These things will tell you whether you’re on the right track.

ISEOU understands attorney SEO and PPC because they’ve been helping many lawyers, such as yourself, successfully rise to the top of the search engines. They can help you to. Give them a call so they can start putting together a great SEO and PPC campaign for you today.

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Introducing Google AdWords

Google’s online advertising platform, AdWords, help you get your business’ advertising online and in front of your customers on Google. With it your business can reach out to either a large audience or a very specific audience and share your message. You don’t have to make a minimum spending commitment. Instead, you’re in complete control of your own budget. It is important for you to take the time to make the effort required to set up a complete account. You’re rewarded for this by seeing better numbers across the board. However, there are a lot of small things you’ll need to do here that you won’t do with AdWords Express.

Introducing Google AdWords Express

AdWords Express is your other online marketing option with Google. Here you can quickly and easily get your account set up and your marketing campaigns running so your business is discovered on Google. Typically, smaller companies use this platform because they don’t have the resources or knowledge to properly run Google AdWords campaigns. Here Google essentially has control over your account so you only have to concern yourself with your budget. This is ideal for companies that can’t afford to hire a digital marketing agency and need to get their online marketing campaigns moving quickly. After all, it can take you years to actually understand and master AdWords, which can be quite costly. So, while this is an easier option it’s important to understand that you don’t have much control over your account and this can lead to less appealing results than you were actually hoping for.

Deciding Which of These is Right for Your Business

Most of the small businesses that are trying to successfully market themselves online today will benefit the most from using AdWords Express because of its simplicity. However, if you want to maximize your revenue and ROAS (Return on Advertising Spending) this isn’t your best option. Of course, these are things you can worry about later, allowing you to use this option for as long as you have to. You don’t want to stay on this platform permanently though. Doing so will limit the ways you can target your audience. As such, you’ll miss out on other ad formats that could greatly benefit your business.

Sometimes it’s challenging to know what’s right for your business even though you now have a better understanding of these two programs and what they can do for you. After all, this isn’t your niche which is why you should turn to ISEOU for some help. With over 20 years of experience in this niche, they can guide you down the right path to the marketing that will work best for you.

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The benefits of Adwords can be great and many businesses see a great return on investment (ROI) through the program. At this point, it is really the staple in any major marketing effort and easily the best-in-class with this type of advertising. The potential is tremendous if you create a campaign that is targeted and bid competitively without going overboard.

The primary appeal of Adwords is the drive leads to your business. You can really realize great synergies with another Google service to help you better understand the demographics which convert better and subsequently target those. Google Analytics is this service- it offers a full suite of data collection on your website and you can even set it up to tie analytics with your end definition of conversion. From there, you can use the knowledge of what leads to sales to inform your Adwords targeting. The service offers a large number of options for you to target your demographic (including location, type of device, etc.) and to hopefully have a high rate of success with any of the traffic you receive. Experimentation is important here so that you can really maximize your ROI.

Adwords is really a very flexible platform meaning that you can use it to benefit a large number of types of organizations and websites. Each niche or market segment will have its own characteristics and things that you should do to do well in it. It has its own data collection component which you can download in Microsoft Excel format to analyze what is working and what is not. You can also set options on how much should be spent per day and on specific keywords.

Because of all of the built-in analytics and flexible parameters for campaigns, many businesses see very high ROI from their Adwords campaigns. It does take a time to optimize it though and so playing around with it and keeping track of how various changes perform is key- particularly at the beginning of your Adwords experience. As you move on, you will get a better handle on what works and does not, although things are always changing, so to some extent continuing to be flexible is important on your part as well. Thankfully you can create many campaigns in parallel and directly compare doing that too if you would like to. This can make it easy to see what works and what does not and to get rid of the latter and to keep the former in order to continue to push that ROI upwards.

The results in the platform are very easy to see and interpret even on the website itself and without the need for advanced analytics capabilities on your part (although if you possess those capabilities you can certainly dive into the aforementioned excel data if you would like to). The Adwords dashboard is very user-friendly and made for people who may not necessarily be programmers. The learning curve is not too bad because of this.

The other great thing about Adwords is the sheer vastness of the Google empire. Given the amount of traffic that the search giant gets across its portfolio of websites including search, Youtube, and even sites it does not own through the Adsense program, the reach is essentially unparalleled. Google is also constantly tweaking its algorithms to increase relevancy for its users and advertisers. They also monitor for fraudulent or fake clicks and will refund you if someone is trying to cheat you.

Overall, Google Adwords is a mainstay in today’s web marketing landscape and you should consider it if you do not currently use it for your website and business. It can be a very key part of almost any web campaign along with other potential advertising sources including social media like Twitter and Facebook. Millions have had success with it and for a reason.

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For those looking for short-term and reliable results, PPC is definitely the quicker method of the two and one that can be a lot more stable and consistent over time especially if carried out the right way and with a big enough budget upholding it. While this is true, SEO is of course cheaper in the long run and thus can raise long-term return on investment higher. For this reason, even those who opt for the PPC method should consider using it as a shorter term bridge while the longer term SEO strategy is in place. Of course there are exceptions to this, such as marketing campaigns which have very short timelines in very competitive markets where SEO will likely take too long and may not be worth it.

For most sites though, this short timeline is not the case. SEO can really pay off in these websites to drive long-term traffic and also to support the reputation of the website as well. For one, people trust organic results much more and with each passing day are becoming more aware of ads and possibly not even clicking them. We can see this in the data when we compare clickthru rates for natural results vs. ads. People are almost twice as likely to click the organic results! There is almost no doubt that over the long run SEO will lead to greater traffic at a fraction of the cost, but there are real  barriers before you get to that spot as well depending on the competitiveness of your niche.

The great thing about the Internet and search giants like Google is that there is so much search volume (and it is still growing each and every day!) that there are literally millions of potential keyphrases for any given website which are relevant and people may be using to try to find information that is on those webpages. This means that no strategy- PPC or SEO can possibly cover and do well for every single potential and relevant keyword out there. This is why even in the late stages of a website when SEO traffic is high, a case may still be made for PPC advertising to supplement the traffic gained organically. At that level it really comes down to the goals of the website as well as the costs and benefits of spending that extra money at that margin versus spending it elsewhere on a website or company. The possibilities are endless but when it comes to the SEO vs. PPC debate, there clearly isn’t a clear victor.

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