As shown above, a google search for mesothelioma lawyers returns about four-million results. Of the top returned results, the overwhelming majority are law firms marketing their services.
If you have keyword analysis tools at your disposal, take a look at the cost of that term. For example, Hubspot’s keyword analysis tool puts the term “mesothelioma lawyers” at $55.22 per click.
So what’s the point of all this?
The point is that the lawyers bidding on this term have unnaturally inflated the price. While mesotheiloma cases are certainly some of the most lucrative, these marketing dollars are being spent inefficiently.
Whether it’s a matter of ego, lack of understanding, poor third-party campaign management, or simply apathy, overspending on ppc is a common mistake amongst most lawyers marketing online.
A friend of mine who practices mesothelioma defense, recently shared that most of the plaintiffs he deposes can’t pronounce, let alone accurately spell, mesothelioma (no disrepect to those dealing with this terrible disease).
And that does not even begin to address quality index, on-page optimization, geo-targeting, and landing page optimization at the adgroup level.
I would love to know what the return on investment (or lack thereof) is for these “campaigns”…
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Another reason for lawyers to be careful about pay-per-click. Click Fraud-Growing Concern – What Attorneys Need to Know about Pay-Per-Click Lawyer Marketing – http://www.justicenewsflash.com/2009/02/10/click-fraudgrowing-concern-attorneys-payperclick-lawyer-marketing_20090210730.html
Great points made. Pay per click is all about what is bid, and not necessarily what the value of the actual click is. As you mention, attorneys try to get a lucrative asbestos case, but don’t do a cost analysis of pay per click to obtain the case.
Yes there is no doubt that mesothelioma lawyer is highly paid keyword that people search but they also get good information here these sites.
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