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Legal Advertising | PPC Campaigns | Whitehardt

It’s no secret that the paid search environment for attorneys is incredibly competitive. With more and more companies realizing the importance of an online presence, many are turning to both PPC and SEO strategies to further their company’s brand while engaging more customers.

For legal advertising, CTR, CPA, CPC and conversion rates play a large role both in the words companies select and the overall strategies law firms choose to employ. In order to put your marketing dollars to best-use, it’s essential to understand both the averages and what truly matters online.

All companies seek to create the perfect ad that delivers both an incredibly high CTR and optimal conversion rates. However, it’s essential to realize early on that what works for one industry, company, or law firm might not work best for the other.

The average click-through rate in AdWords across all industries is 1.91% on the search network, versus 0.35% on the display network. Legal services rank relatively low, with an average 1.35% CTR. Because of this, it’s important to dive a little deep. First, advertisers must note that certain advertising restrictions enforced by both Google and government organizations apply directly to the legal services industry, and can directly affect what terms may be used.

Because of these restrictions, advertising agencies that work directly for law firms must be both extra smart and have a well thought out plan in order for PPC to perform well. While some industries tend to excel within the PPC space, other industries typically require more work in order to compete with the competition and still remain within budget.

Cost-per-click average for all industries is $2.32 on the search network versus $0.58 on the display network. For legal services, the average cost-per-click is an astounding $5.88.

What Does This Mean For Law Firms?

This simply means that law firms need a definite strategy in place. While it’s not exactly a surprise that legal services often result in the highest CPCs on the web, it is important to note that both the terms ‘lawyer’ and ‘attorney’ are included in the top 10 most expensive keywords both on Google and Bing. CPCs in the legal industry are typically 40% more costly than the next most expensive industry, which is employment services.

Because of this, companies need to put marketing dollars towards cost-per-click that can truly make a difference. While competing for terms such as attorney or lawyer, it’s equally important to focus on more-specific terms that focus on a unique service or a company benefit.

The average conversion rate for AdWords across all industries is 2.70%. Within the legal services industry, that conversion rate rises to 4.35%. This solidifies the importance of focusing heavily on keyword-specific terms unique to a particular company. It’s also essential to recognize the importance of changing offers and keywords as necessary in order to boost overall conversion rates.

CTR, CPA, CPC and conversion rates are an essential part of developing a PPC campaign. As with any successful campaign, it’s necessary to consistently revise as necessary and focus on all metrics to compare what is working best versus what is not. In order for law firms to truly see growth and expansion of web presence, a solid PPC strategy is no longer optional – it is absolutely necessary.

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