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Pay-per-click, most often referred to as PPC in casual conversation, is a key element in law firm website marketing efforts, and it involves paying for keywords to improve a site’s paid search ranking and to acquire advertising space through Google or other search engines on a wide variety of websites. Payment is required each time someone clicks through to your site. There are many different elements of a successful PPC campaign, including choosing the right keywords, developing advertisements and improving your website to convert visitors into clientele.
One way to think about PPC efforts is to consider them in terms of their overall health. Use what are known as CPA metrics, or cost-per-acquisition, to determine how inexpensive and therefore how effective your marketing efforts are in comparison to your bottom line. By reducing CPA, firms as varied and diverse as that of a family lawyer in Albany to a bankruptcy attorney in Los Angeles improve the value of their PPC.
The health of a PPC solution relies on the presence of four distinct elements: the right keywords and negative keywords, compelling PPC ad copy, strong landing pages, and comprehensive answers for the sorts of queries that your customers have.
Different indicators will show that you need to strengthen different elements of your PPC marketing. If you are getting lots of hits but few client conversions, you may need to improve your landing pages and overall website functionality or aesthetic. However, the problem may also stem from the fact that the wrong keyword or query is targeted. If you simply aren’t getting hits, your ad copy could be ineffective or your keyword may be mistargeted or oversaturated.
Ultimately, like measuring the health of a real person, sometimes the services of a qualified PPC expert may be required to diagnose problems and find solutions.
Want to learn more about crafting a PPC campaign for your law firm? Check out our PPC in 30 Days series!