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Reaching potential clients with cost-effective marketing strategies can be a struggle for even the most experienced law firm leaders. Many firm executives have turned to online marketing strategies in an effort to attract new clients. Among the most popular Internet-based marketing techniques is pay-per-click (PPC) advertising. Google Analytics provides special tools so that firm leaders can understand whether or not PPC campaigns offer a high return on investment.
Law firms often choose to conduct PPC marketing campaigns because they involve a relatively low cost burden. If a group of Dayton bankruptcy attorneys decides to adopt a PPC strategy, they will only be charged for running their ads on a given website when someone actually clicks on the in-text or banner ad and navigates to their firm’s website.
While the advantages of such campaigns may seem obvious, it’s still important to run a PPC Keyword Report on a regular basis to decide if this type of advertising is truly worth the investment. Spending money on ad clicks that rarely result in conversions may not be terribly expensive but is still a waste of marketing dollars.
The Google Analytics PPC Keywords Report is designed to help business leaders determine whether or not PPC campaigns are resulting in high-quality website traffic. The PPC Keywords Report measures page visits, conversions per click, cost per conversion and goal completion.
After analyzing the PPC Keywords Report, firm leaders can decide whether PPC advertising is worth the investment and whether their chosen keywords are effective in attracting new clients. Minor tweaks or complete campaign overhauls can be made by evaluating this data.
The next blog in this series will cover Google’s Social Media Report. This report will help firm leaders evaluate the socially driven aspects of their marketing plans and integrate these strategies with link building, PPC advertising and content marketing.