You’ve Got Questions About Paid Online Ads; We’ve Got Answers!
Few things fill small business owners with trepidation the way paid online advertising does. You throw money at an ad, hoping you chose the right platform (Google? Facebook? An independent service?!) and that your ad converts.
To help you make the best advertising moves for your business (we don’t do cookie-cutter marketing services) we’ve compiled a list of the most commonly asked questions about paid online advertising. Our hope is that our detailed answers will give you the information you need. If not, please do not hesitate to fill out a contact form with your question or call us directly at 888-886-0939.
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The keywords I want to use in my Google AdWords campaign are so expensive. What's a lawyer to do?
A drawback for attorneys wanting to use Google AdWords is that keywords commonly associated with law firms are among the most expensive. Because of this, it's important that you think hard about the keywords you have tied into your Google AdWords campaign. Are they wasting your money? Are they perhaps being seen by too large an audience? If so, it's time to make some changes.
For Big Results, Think Small
In this instance, thinking small means narrowing down your Google AdWords keywords to better target a small, focused group. Just like the content of your website, geo-location-specific keywords should be used in your law firm’s Google AdWords campaign.
Using a highly targeted keyword—“car accident in Dallas need legal help” instead of “Dallas accident lawyer”—will not only save you money, it will help you zero in on your target audience and your ideal client. So, while this narrow focus might not get you a ton of impressions or ad views, it will be seen by those looking for an attorney like you.
Do it right, and your ad campaign will not just be successful, it will save you money. By avoiding the big, expensive Google AdWords keywords, your ads will only be viewed and clicked on by those who entered a keyword phrase close to your highly targeted keyword.
If you want help getting Google AdWords right, call 888.886.0939 to speak with a member of our attorney marketing team. We can help you launch and maintain a highly successful PPC advertising campaign.
What is brand hijacking? As an attorney, should I be concerned?
Brand hijacking is the practice of using a competitor’s name as a keyword in a Google AdWords PPC campaign. For you, this means that, if your competitor wishes, he or she can put your firm’s name as one of their keywords. If they do so, and someone types in your firm’s name, the ad for your competitor will appear.
This can confuse prospective clients and, in the worst-case scenario, have them calling and hiring your competitor. Not cool.
Yes. You Should Be Concerned.
This is a pretty big deal. In some cases, it's taking away from the contacts an attorney gets and has a serious effect on business. In fact, hijacked law firms sometimes find their competitor’s location coming up on Google Maps! Clearly, this is a “black hat” practice. It's unfair—plain and simple.
But is it illegal? Not yet. In fact, a recent court case in Wisconsin found that freedom of speech allows businesses to use the names of their competitors in Google AdWords. The court recognized that individuals do have the right to preserve the integrity of their name, but that freedom of speech trumped this right.
So, for now, there is no legal precedent for cases of brand hijacking. Google still has the right to sell your name and the name of your law firm to the highest bidder.
If you are concerned that your brand has been hijacked, call our attorney Google AdWords experts at 888.886.0939. We can help you determine the next best step for your law firm.
What should my landing page for Google AdWords ads be?
The landing pages you select or write for your Google AdWords campaign should:
- Be easy to navigate
- Answer the readers' questions
- Address the reason they clicked on the ad
- Contain no mistakes or errors
Your page should be so interesting and well designed that potential clients don't just read the content on the page, but stay on your site and read other articles. If it's not converting clicks to clients, it's time to take a harder look at the page.
What Your Landing Page Shouldn't Be
There are some big no-no's for landing pages for Google AdWords ads for attorneys. To avoid them, be sure that your landing page isn't:
- The same for every ad. If you have several ads, each should link to different pages.
- Your homepage. Usually, your homepage is too general to use for a landing page.
- Poorly written and/or designed. You are trying to give a great first impression. Presenting clickers an ugly, mistake-ridden landing page won't do that.
- Pure Information. While you want to answer the questions on the readers mind, you also want to include a brief call to action or free book offer.
- Pure Sales Pitch. Save the call to action or offer for the end. Nothing gets people clicking back faster than a hard sale.
You pay each time someone clicks on your ad. So each time someone clicks it only to quickly click off your site is a waste of money. Don't waste money making mistakes with your Google AdWords campaign. Call 888.886.0939 today.
How do I monitor my Google AdWords account?
- Sign in to Google AdWords.
- Click the Campaigns tab located at the top of the page.
- Click the Ads tab located in the middle of the page.
Once in the ads section, you will want to check on the following columns:
- Status. The status of your ad will be located here and will contain one of the following words or phrases: under review, eligible, approved, disapproved, site suspended, paused, pending, or ended. If you want this ad active, the status should be either eligible or approved.
- CTR (Click-Through Rate). This rate is crucial to the success of your ads. A CRT under one percent shows you that your ads aren't targeting the right audience.
- Avg. CPC (Cost-Per-Click). This shows how much, on average, you are paying per click. It's the cost of all of your clicks divided by the number of clicks your ads received.
As long as your ads are active, the most valuable information available is the click-through rate. This is the pulse of your Google AdWords campaign. If it's under one percent, it's time to do something about it.
For help managing your attorney web marketing campaign, from Google AdWords to video production, call 888.886.0939. Our team can help you not just do well, but crush your competition. You can dominate your market, and we can show you how.
How can I control costs in my Google AdWords pay-per-click marketing campaign?
If you’re running a pay-per-click marketing campaign through Google AdWords, you have tons of options to control your costs—it’s really one of the major benefits of using AdWords! However, with the many options available to you, it can be difficult to find the right mix that both brings in the contacts and clients you want and stays within your advertising budget.
When you use Google AdWords to market your law firm, keep in mind that:
- There are no fixed costs for an AdWords marketing campaign.
- You have control over your maximum daily AdWords budget.
- You don’t have to meet a minimum spending requirement—you can spend as much or as little as you like!
Controlling Costs Through Better Keyword Bidding
If you’re using AdWords, the real costs come from your keywords and how much you’re willing to spend on high-competition keywords. Some people end up wasting their AdWords dollars on keywords that are too narrow, too broad, or just plain irrelevant. If you want to really control your pay-per-click marketing costs, remember to measure the value of your keywords against:
- The competition for the keyword – higher competition means a higher cost!
- The number of people who search for the keyword – a cheap keyword is useless if it doesn’t help you bring in clients!
Is your pay-per-click campaign a mess? Do you need an expert hand with Google AdWords for attorneys? Give our friendly online attorney marketing team a call today at 1-888-886-0939 for guidance!
Where will my ads show up if I use Google AdWords to market my law firm?
You’ve heard about pay-per-click advertising services, like Google AdWords, and it seems like a great way to market your law while still controlling your advertising costs. But—you bring up a great question—where will your ads ultimately be displayed if you sign up for Google AdWords?
The good news is that your ad has the potential for fairly wide exposure, depending on how you choose to use it. When you create an AdWords campaign, the service will display your ad many places online, including:
- Google Search and other Google sites
- Other search engines
- Outside websites
- Websites and search engines geared toward mobile users
To some extent, however, where potential clients see your AdWords ads will depend on your personal settings and how you choose to display your ads. For example, you can tailor your AdWords ads to display to:
- Users who live in a specific geographic region.
- Users who speak a certain language.
- Other target audiences.
Another factor in where your potential clients see your ad has to do with how often Google is actually showing your ad. If you feel like your ad frequency is causing a problem, you may want to revisit the settings or your budget.
If you need help with Google AdWords for attorneys, or if you have questions about pay-per-click advertising, please contact our helpful online attorney marketing team today. We’d be happy to review your online marketing plan, provide guidance in choosing paid attorney advertising plans, and provide continuing support for your online marketing needs. Give us a call today at 1-888-886-0939, or simply fill out the easy online contact form on this page for more information!
Should I use Google AdWords or Google AdWords Express?
When it comes to choosing between Google AdWords and Google AdWords Express, one isn’t simply better than the other – in reality, there a few major differences between the two services, each of which comes with its own benefits and drawbacks. Let’s take a closer look:
- Adwords Express is easier to use. Put plainly, AdWords Express is a simpler version of the original program. It takes several manual aspects of from the original AdWords and automates them. For example, AdWords Express chooses your keywords and eliminates the bidding and budgeting process. You can set up an account in just a few minutes and have a pay-per-click campaign running in just a few more.
- AdWords give you more control and power. When you get the gift of ease and simplicity, you pay for it with the loss of management and control. Google AdWords Express does not allow you to experiment with different and innovative keywords or to manage your budget closely based on the success of past campaigns and other research. Although the original program takes significantly more time and effort, you can truly tailor your PPC advertising campaign and be in control of its success.
As you can see, whether you choose the original AdWords tool or the new AdWords Express tool depends upon what you want out of your pay-per-click search engine campaign and what you are willing to put into it. Only you can answer the question.
Do you need help with your attorney online marketing plan, or are you having trouble finding success with pay-per-click advertising? Our marketing team is specially qualified to help. Call Foster Web Marketing today at 888-886-0939.
What is Google AdWords Express?
Launched somewhat recently, Google AdWords Express is a simplified version of Google AdWords that caters to small, local businesses who may not have the time, personnel, or need to invest in a full-blown pay-per-click advertising campaign. While AdWords Express is a great idea for some, it does have a few related drawbacks that all users should be aware of.
The process of using AdWords Express is designed to be fast and simple:
- Create an account and link it to your website or Google+ page.
- Enter your monthly budget.
- Select a business category.
- Allow Google to select keywords and place ads for you, according to your budget.
In traditional AdWords, you would be asked to bid on specific keywords, give more information about your budget, or check in to see how your campaign is doing on a daily basis. Obviously, having Google do much of this work for you automatically has both its pros and its cons – users have less control and less responsibility at the same time.
Do you have questions about Google AdWords – or whether Google AdWords Express might be a palatable option for your law firm marketing plan? We can help you understand your best choice and how pay-per-click advertising might best fit into your online attorney marketing strategy. Call Foster Web Marketing today at 888-886-0939.
How do I set a budget for my Google AdWords campaign?
One of the many decisions that you will make when starting a Google AdWords campaign for your law firm is how much you would like to spend daily for your pay-per-click advertising. There are many factors to consider when choosing your daily budget:
- What is my overall marketing budget?
- What portion of my overall budget do I want to dedicate to AdWords?
- Would I have a better outcome investing my marketing money elsewhere?
- How have my Google AdWords campaigns fared in the past, and how is this one the same or different?
- Am I investing in a successful and tested marketing campaign?
If you are unsure of what to set your daily budget at, don’t hesitate to start small and analyze the success of your test run before deciding on your next step. Also know that you can change your daily budget at any time.
To change your daily budget, log into your Google AdWords account, select the campaign that you are interested in altering, and select “Campaign Settings.” On that page, scroll down to “Bidding and Budget” to set your budget.
Would you like more assistance and guidance when it comes to your attorney Google AdWords campaigns? Our lawyer marketing experts are here to help you. Contact our team at Foster Web Marketing today by calling 888-886-0939.
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