Pay-per-click advertising is a great way for law firms to get into online advertising. With Google AdWords, you have the ability to choose how much you pay each time someone clicks on your ad. You can also choose where your ads are seen. While all of these choices are a good thing, they can cause confusion over the best way to ensure you are getting your money's worth.
Monitor Your Google AdWords Account
To check the status and effectiveness of your ads on Google AdWords, sign into your account, click on the Campaigns tab at the top, and then click on the Ads tab in the middle of the next page.
Here you will find three important tabs: Status, CTR, and Avg. CPC. These tabs contain information that will help you check the health and effectiveness of the Google AdWords ads for your law firm. Below, we explain each management tool:
- Status. Here, you can check to see if your ads are running. Possible statuses displayed here include: under review, eligible, approved, approved (non-family), approved (adult), approved (limited), disapproved, site suspended, paused, pending, and ended.
- CTR (Click-through Rate). This is the primary method of checking on the health of your ad. It displays information on how often people are clicking on your ad. In general, a CTR less than 1% on the Search Network means that your ads aren't effective and aren't being targeted to the right audience.
- Avg. CPC (Cost-per-Click). This number represents the total cost of all clicks divided by the number of clicks your ad has received. It's an average cost and should not be confused with Max CPC.
Google AdWords can be a highly effective marketing tool if you take the time to target your ads and monitor their health. If you need help starting or managing a Google AdWords campaign for a law firm, call 888.886.0939.