Paid advertising is one of the two major branches of search engine marketing. As opposed to search engine optimization, pay per click (“PPC”) ads offer a fairly instant way to get your message online in front of qualified prospects. The top-tier players are who you’d expect: Google AdWords, Yahoo Sponsored Search, Microsoft adCenter and Ask.com Sponsored Listings. They enable users to bid for the advertising real estate within their search engine results pages (“SERPs”). This is an auction format – money is the major determinant in who’s ad shows up on top, so get ready to pay for this turn key source of leads.
The days are gone when you could just bid a ton of money and win at the PPC game. As outlined in my early post about Quality Score and, more recently, Top 5 PPC Tips, there are a few broad considerations to put into play for a law firm advertising campaign. As an extension of that, any PPC advertising firm you may be assessing for hire should be able to address what they’re doing for you in each of these areas:
Of course there are a dozen other things we could discuss in regards to law firm advertising via PPC, but these three points will get you started.