In addition to search engine optimization, you should consider whether or not you want to engage in a paid search campaign. Paid search advertising will get your marketing message in front of search engine users in a very short amount of time.
In order to effectively execute a paid search campaign, you need to consider your target audience very carefully.
You will need to decide which key phrases you wish to target and which geographic areas you wish to serve ads. You will also need to pay particular attention to your budget, bids, ad copy, and landing pages. Each of these components can have a significant impact on the success you will find with paid search. You will want to closely monitor your impressions (the number of times your ads are displayed for a give keyword /adcopy combination), your clicks (the number of times that your ad was clicked on), and conversions (the number of times someone took action to become a potential client lead). Ultimately, like all forms of advertising, you will need to measure your paid search investment against the new business it brings in for your firm.
If not implemented properly, paid search advertising can become a money pit. The online legal services paid search market is highly competitive. Further, there are many law firms that have no problem paying upwards of $50 per click.
This can make paid search advertising very costly. However, one of the advantages of paid search is the multitude of key phrase opportunities. Once you find the key phrases that produce the best results for your firm, you can increase the efficiency of your paid search ad spends.
Check out the rest of the posts in the series:
Law Firm Internet Marketing Series Part 1 of 7: Websites & Blogs
Law Firm Internet Marketing Series Part 2 of 7: Search Engine Optimization
Law Firm Internet Marketing Series Part 3 of 7: Content Production
Law Firm Internet Marketing Series Part 5 of 7: Online Legal Directories
Law Firm Internet Marketing Series Part 6 of 7: Pay-Per-Lead Marketing & Content Distribution
Law Firm Internet Marketing Series Part 7 of 7: Social Media Marketing