In a nutshell, paid search marketing is about generating website traffic by purchasing advertisements on search engines. It is also commonly called CPC (cost-per-click) or PPC (pay-per-click) advertising. This is due to the fact that the majority of search advertisements are sold by the click.
You might also hear paid search called SEM. However, we use SEM (search engine marketing) to encompass both paid search advertising and organic SEO (search engine optimization).
Paid search can be very effective for law firms. However, if you're new to paid search marketing, there are some things you should consider before you dive in head first.
The environment for legal paid search ads is extremely competitive. Which can significantly drive up the price. Optimizing your keywords, ad copy and landing pages can be a full-time job in and of itself. In fact, many law firms have firm time personnel managing their paid search campaigns.
This is not intended to scare you, but to inform you of what you're up against.
Before you sink a lot of money into paid search advertising, you should spend considerable time learning about how to effectively and efficiently manage a paid search campaign.