While many people think "Google" when they think internet searches and pay-per-click ads, there are many attorneys who have had success using the other guy—Bing.

Google Me Not

One of the best examples of an attorney success story with Bing is that of one of our star clients, Kaufman Law. In 2009, the law firm made the decision to jump on the pay-per-click advertising bandwagon. They knew that Google was the "it" advertising platform, but they recognized that competing for ad space and paying a premium for a Google ad may not be the best idea.

So, while they went ahead and paid for advertising on Google and all of the major search engines, they kept an eye on the numbers. Soon, the law firm found that it was the Yahoo! Bing Network—not Google—that was giving them the best results.

"We get three to four times as many clicks through the Yahoo! Bing Network as we do with Google, and we spend 30% less," stated Kaufman Law's practice manager. "The monthly cost per click is about $12 on the Yahoo! Bing Network and in the high $80's for Google, so clearly we get a much bigger bang for our buck with the Yahoo! Bing Network."

Little Guy Gets a Slice of the Pie

As you can see, Kaufman Law doesn't have an enormous online advertising budget. They have to keep an eye on where their dollars are going and make the most of the money they put into paid internet advertising.

It was this "eye on the prize" strategy that led them to conclude that Bing was crucial to their pay-per-click advertising success. The numbers spoke for themselves, and Kaufman Law knew that Bing was outperforming the other search engine's ad platforms.  

Bing noticed how well Kaufman Law was doing with their ads. In fact, Kaufman Law was doing so well that Bing decided to do a free case study on the law firm's online advertising success. During this study, Bing found that a key feature for Kaufman Law was geographical ad targeting.

Kaufman Law is located in Atlanta, Georgia, and most of their clients come from the Atlanta metropolitan area. Because of this, they want to ensure that their ad dollars are being spent targeting potential clients in Atlanta and the surrounding cites. Kaufman Law agrees that Bing's geographical targeting hits the mark.

"The Atlanta DMA (Designated Market Area) does a really good job of capturing all the major surrounding areas that we would deal with on a day-to-day basis," says the practice manager. "We don't want to spend a lot of money on areas that are six or seven hours away."

Is Bing Right for Your Law Firm?

While it depends on your local demographic, Bing Ads are something you should look into and test out. Look at your budget, and decide how much you are willing to pay for similar ads on different search engines. Place ads on each of the major search engines. Watch and wait. It should be obvious within a few months which search engine is giving you the best return on your investment.

At this point, you'll have to decide on what you will do with your law firm's online advertising dollar. Will you pull your ads from less effective search engines and put that money toward more ads on the search engine that appears to be the best for your firm? Or do you let it ride a few more months and look for long-term trends?

The choice is yours. But, no matter what, we suggest taking a page from Kaufman Law's playbook and making sure your PPC advertising game is working. For help getting started, or to fine tune your internet marketing plan, call 888-886-0939. Our attorney marketing team can help you make the most of your advertising dollars. After all, Kaufman Law is one of our clients—if we can help them achieve this kind of success, what's to say we can't do the same for you?

Zach Stone
Director of Marketing Operations
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