Search Engine Advertising (PPC - Pay-Per-Click)
For Lawyer Websites
More qualified traffic = more prospects = more business
And you only pay upon actual site visits.
Sounds like a no-brainer!
In order to succeed in today's market (nationally, regionally, or locally), you must actively work to gain placement of your website within the most popular search engines. This placement will lead to targeted individuals searching for the products or services you have.
Pay-Per-Click (PPC) Advertising
As you know, search engines return a list of web sites relevant to a person's keyword search. A high ranking in the free (organic) search results is an exceptionally valuable achievement. However, tens of thousands of websites are all competing for a keyword phrase ranking, so it can be difficult to achieve high rankings for multiple keyword phrases. Lawyer Website Solutions can also help your website achieve high organic search result rankings through Search Engine Optimization or SEO.
PPC or Pay-Per-Click advertising allows you to get your website listed on the results pages of an almost limitless number of keyword phrases and is one of the quickest and most effective ways of promoting your business online. That kind of reach is incredibly powerful.
Many potential advertisers make the mistake of thinking that since they "just ignore the PPC ads" themselves, that others do too. However, as Google's tremendous success and record profits show, many people do see the ads and click on them.
Pay-Per-Click allows you to:
- Set your own price and advertising budget. Each unique keyword phrase (e.g., family law) has its own bid price.
- Target customers you want to reach.
- Bid for keywords that represent your business in locations you serve.
- Only pay when customers click on your ad.
- Get on search engines fast - PPC ads can be live in a matter of minutes.
- Gives you the control and flexibility you need to effectively manage your advertising as well as your budget.
- NO contracts, so you can cancel at any time.
While some advertisers have difficulty converting click throughs to sales, many others do. For them, PPC advertising is a blessing. It is possible to get a paying customer at your website for 5 cents. While it's great to have high organic search engine rankings, those rankings may not be achievable for some time even with the help of Search Engine Optimization or SEO. PPC ads can be live in a matter of minutes. No matter how often your ad appears in search results, you only pay when someone clicks on it. You are only charged for actual leads delivered.
Major PPC programs
Google with AdWords and Yahoo! Search Marketing (formerly Overture) have the biggest and best online Pay-Per-Click programs available. Lawyer Website Solutions can assist your company by working with these two search engine companies to create and maintain cost effective Pay-Per-Click campaigns specifically tailored to your market and your budget.
Google AdWords
Google, the most popular search engine today, introduced the first pay-per-click program called AdWords. This is not the usual "highest bidder wins scenario". They differentiated their service by adding a quality element. It means that those ads that receive a higher click through rate get a slight reduction in price; therefore, persuasive writing is critical. Google has the largest audience and their users spend much more time at Google than searchers do at other search engines comparatively.
Google's PPC program is somewhat complicated. Some of the more general and well used keyword phrases have a set minimum bid which makes some phrases very unattractive. That's why you won't see ads on Google for certain keyword phrases. It's just too expensive given the type of sales transaction that results from clicks on that phrase.
Google has stated their click-through rates are 5 times higher than the industry standard. They serve ads to Earthlink, Ask Jeeves, Business.com, and AOL. So, total market exposure through AdWords can be very high. Your bids have to be among the top four in order to get listed on AOL. Up to ten ads may be shown on Google with ad placement at the top of the screen and downward along the upper right of the page in pink or green text boxes.
Yahoo! Search Marketing
Yahoo! Search Marketing listings are seen in Yahoo!, MSN, CNN, AltaVista, and Infospace which means you could reach up to 80% of all Internet users. Your bids will have excellent visibility to a high volume and variety of targeted prospects. As a Pay-Per-Click program, you can also get free brand awareness because of the volume of impressions. Click-throughs depend upon the quality of your written offer in the link so they must respond to the benefits customers are seeking.
You can place exact bids and know right away what your rank will be. Yahoo's bidding and placement is quite simple - if you want to appear in Yahoo's top three results, you must have one of the top three bid positions. There is also an auto bidding feature that allows Overture to handle your bids automatically.
Your click-through charges (the cost you pay for each click-through) are deducted from this amount. After that, you can spend as much or as little as you like each month based on the keywords you select and how much you bid for each one.
Human editors review your keywords and your site. You may bid on a search term only if the website has substantial content that is clearly reflective of the search term. What's new is Yahoo! is now forcing clients to rewrite their ads if they don't maintain a certain click thru rate. To avoid this, Lawyer Website Solutions will help you write effective ads. The pages you want visitors directed to should be relevant to the query phrase. In the listings manager, you type your keyword phrase, title, and description along with the specific page for visitors to be directed to.
Yahoo! will reject superlatives in your titles or descriptions which tends to make the listing appear matter of fact. There is no keyword exclusion option which means your site will come up in irrelevant searches.
The Lawyer Website Solutions Difference
Lawyer Website Solutions will research your business, develop a PPC advertising plan around your core services and create a list of search criteria used by your customers when searching for your type of business or service. We will monitor and maintain your campaign for you, while giving you complete budgetary control of your Pay-Per-Click marketing campaign.
To produce effective PPC ads you must bid on the right selected keyword phrases, write persuasive moving ad copy, and have a well written page to have them click through to. The bid price on some keyword phrases is mind bogglingly high, so good judgment is necessary. If you know how to attract the prospect and deliver them seamlessly to a solution they need, you'll be rewarded with a good sales rate.
- Lawyer Website Solutions's PPC Management
- Analyze your business
- Gather your requirements and goals.
- Create targeted search words and phrases.
- Set prices for each category in your campaign.
- Monitor your campaign and provide feedback.
Get your ad to the top of the list with Lawyer Website Solutions and maximize your return on investment and harness the power of Pay-Per-Click today!
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